By Allison Pohle

Airbnb not only wants to rent you a vacation home this summer -- it wants to help you add a private chef or massage session.

The hosts who own the condos, cottages and houses aren't so sure.

The short-term rental giant in May introduced a new "services" offering, letting travelers book in-home add-ons that Airbnb says can make a trip more unique. For the company, it's another way to compete with hotels, which offer perks like gym access or spa appointments.

Hosts, though, don't get a cut of the commissions from services booked for their rentals, and aren't alerted if one is booked at their place. Their properties are automatically enrolled in Airbnb's program, requiring hosts to opt out.

"Most hosts don't need more headaches, and that's what this feels like," says Rhonda Stephens, who lists on Airbnb her historic farmhouse near Nashville, Tenn. She has changed the rules on her listing to explicitly state that services aren't permitted.

The services are part of CEO Brian Chesky's goal to make the company the " Airbnb of anything." This spring, it reintroduced "Experiences," geared toward one-of-a-kind excursions like an Italian bike tour with an Olympian. Chesky predicted services bookings could become bigger than Airbnb's core short-term rental business.

An Airbnb spokesman says the launch is in the early stages, and will over time benefit hosts by boosting bookings and making Airbnb more attractive and valuable for guests. The company says it couldn't comment on guests' initial use of the services ahead of its August earnings report.

Licenses and liabilities

Charging extra at vacation rentals for perks like bike rentals or fridge-stocking isn't new. But the option hasn't been as available to smaller operators who rely on platforms like Airbnb to drive bookings, says Jamie Lane, chief economist of market-research firm AirDNA.

Betsy Sawicky books stays at her rural home in Michigan through Airbnb and Vrbo. Services aren't currently available in the secluded area, she says, but if they launch nearby, she has no issues with guests booking personal chefs or other providers.

"If they found a massage therapist that would come to the house, those would be wonderful services," Sawicky says. But overall she thinks the services make the most sense in more urban areas.

Some hosts, Lane says, worry about the added liability that comes from a third-party provider entering the space. Airbnb says it vets service providers for quality and reputation as well as requiring them to submit licenses and credentials before letting them on the platform.

The added verification hasn't yet convinced Amy Maynor to permit services at her three Airbnb properties in the Jacksonville, Fla., area. Maynor has superhost status, an Airbnb designation for top performers. She says she aims for a concierge-level of attention, including personalized recommendations and arranging for extras like surfboard rentals and deliveries.

But Maynor says there is no way for her to independently vet the services or check if a service provider is properly licensed or insured. She says her own homeowners insurance policy only covers registered guests -- not, say, a massage therapist.

"I don't want to get the oils all over the couch or the beds, or what have you," Maynor says. Other hosts cited fears over personal chefs starting kitchen fires or people damaging floors by dropping weights during personal training sessions.

On Reddit forums and in Facebook groups for Airbnb hosts, posts about opting out of services have generated hundreds of comments. People share messages -- in some cases written by ChatGPT -- they sent to Airbnb to request that no services be allowed on their properties.

Airbnb didn't comment on the number of hosts who have opted out, but says those who do won't be penalized in search results. Hosts can also choose to only allow specific services.

Airbnb says service providers must have liability insurance appropriate for their business. The company's AirCover policy also includes liability coverage. Hosts say the policy has many exceptions.

City to city

Marie Moreau has done massages for tourists staying at vacation rentals in the Orlando, Fla., area for years, long before Airbnb approached her about listing her mobile massage business on the platform. So far, she says, she has had a few bookings through the platform, and they all went smoothly.

Moreau says she understands why hosts might be hesitant to allow third-party providers. "But the more restrictions you put on something, the more it doesn't really look appealing to the public," she says.

Airbnb, which has active listings in more than 150,000 cities and towns, debuted its offering with 10 categories of services in 260 cities. The company has said it plans to eventually include hundreds of service categories in new cities.

Locals can also request services at their own homes or book an activity that requires going to a spa or gym.

Other online travel companies, like Expedia and Booking.com, offer experiences, but in-home services sets Airbnb apart, says Kevin Kopelman, an analyst at TD Cowen. The challenge for Airbnb will be convincing travelers to embrace the offering, he says.

Write to Allison Pohle at allison.pohle@wsj.com

(END) Dow Jones Newswires

July 13, 2025 05:30 ET (09:30 GMT)

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