How do you measure the success of Airbnb online experiences?

Introduction

Measuring the success of Airbnb online experiences requires a comprehensive approach that considers multiple stakeholders and metrics. To address this product success metrics challenge effectively, I'll follow a structured framework covering core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

Airbnb online experiences are virtual events hosted by experts, offering interactive activities like cooking classes, virtual tours, and workshops. Launched in 2020 as a response to travel restrictions, these experiences aim to provide unique, cultural connections from home.

Key stakeholders include:

1. Hosts: Seeking income and audience reach
2. Guests: Looking for unique, engaging experiences
3. Airbnb: Aiming to diversify revenue streams and maintain user engagement
4. Local communities: Benefiting from cultural exchange and economic opportunities

User flow:

1. Browse experiences: Users explore categories, read descriptions, and check reviews
2. Book and pay: Select date/time, make payment, receive confirmation
3. Attend experience: Join video call, participate in activity, interact with host and other guests
4. Post-experience: Rate, review, and potentially book again or recommend to others

This product fits into Airbnb's broader strategy of fostering unique, memorable experiences and building a global community. It complements their core accommodation offering and helps maintain user engagement even when physical travel is limited.

Competitors like Viator and GetYourGuide also offer online experiences, but Airbnb's strong brand and existing user base give it a significant advantage.

Product Lifecycle Stage: Growth phase. After rapid adoption during the pandemic, the product is now stabilizing and evolving to meet changing user needs and preferences.