User Profiles Power Airbnb’s Push Into Experiences and Services

Airbnb has been collecting user data to lay the groundwork for the future of the app: A digital travel concierge that learns and adapts to each individual user.

Over the past few years, Airbnb has encouraged users to complete their profiles — answering questions like 'What are you obsessed with?' and selecting up to 20 personal interests. At the time, it may have felt like a feature with no real purpose.

But all that data has laid the groundwork for the future of the app: A digital travel concierge that learns and adapts to each individual user.

Airbnb showcased early results of its personalization efforts along with the release on Tuesday of its experiences and services offerings.

The app suggests specific offerings based on the user’s location and who the user is traveling with. In theory, if everyone on a t