How would you determine success for the Things to do feature in Airbnb?

Introduction

Determining success for Airbnb's Things to do feature requires a comprehensive approach that considers multiple stakeholders and aligns with the company's broader strategy. To address this product success metrics challenge, I'll follow a structured framework covering core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

The Things to do feature on Airbnb is a curated list of local experiences and activities that guests can book alongside their accommodations. It's designed to enhance the overall travel experience and provide additional value to both guests and hosts.

Key stakeholders include:

1. Guests: Seeking unique, local experiences to complement their stay
2. Hosts: Potentially offering experiences or benefiting from increased bookings
3. Experience providers: Local businesses or individuals offering activities
4. Airbnb: Aiming to diversify revenue streams and increase platform stickiness

User flow:

1. Browse: Users explore curated lists of experiences based on location and interests
2. Select: Users view detailed information about experiences, including reviews and pricing
3. Book: Users reserve and pay for experiences through the Airbnb platform
4. Attend: Users participate in the experience and may leave reviews afterward

This feature aligns with Airbnb's strategy to become a comprehensive travel platform, moving beyond just accommodation. It differentiates Airbnb from traditional booking sites by offering unique, local experiences that can't be easily replicated.

Compared to competitors like Viator or GetYourGuide, Airbnb's Things to do feature benefits from integration with accommodation bookings and a more curated, local focus.

Product Lifecycle Stage: Growth phase. The feature has been established but still has significant room for expansion in terms of inventory, user adoption, and geographic coverage.