How can we enhance Airbnb's Experiences feature to make it more appealing to locals?

Introduction

To enhance Airbnb's Experiences feature and make it more appealing to locals, we need to understand the current landscape, user behavior, and pain points. I'll outline a strategic approach to address this challenge, focusing on user segmentation, pain point analysis, solution generation, and measurement.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking about the current usage patterns of Experiences among locals. Could you share some data on the percentage of local vs. tourist bookings for Experiences?

Why it matters: This will help us understand the current adoption rate among locals and identify the growth potential. Expected answer: Currently, only 15% of Experience bookings are from locals. Impact on approach: A low percentage would indicate a significant opportunity for growth and would influence our targeting strategy.

• Considering user behavior, I'm curious about the frequency of Experience bookings by locals compared to tourists. How often do locals typically book Experiences, and how does this compare to tourists?

Why it matters: This information will help us identify if we need to focus on increasing frequency or initial adoption among locals. Expected answer: Locals book Experiences once every 3-4 months, while tourists book 2-3 times during their trip. Impact on approach: If locals book less frequently, we might focus on increasing engagement and repeat usage.

• Thinking about the product lifecycle, where would you say Experiences is currently positioned? Are we looking at early growth, maturation, or a need for reinvention?

Why it matters: This will help determine if we should focus on expanding features, optimizing existing ones, or completely reimagining the product for locals. Expected answer: Experiences is in a growth phase but starting to plateau in some markets. Impact on approach: A plateauing growth would suggest a need for both optimization and innovation to reignite local interest.

• Regarding company alignment, how does enhancing Experiences for locals fit into Airbnb's broader strategy? Are there specific company-wide initiatives or goals this should align with?

Why it matters: Ensures our solution aligns with overall company direction and leverages potential synergies. Expected answer: Airbnb is focusing on deepening community connections and diversifying beyond accommodation. Impact on approach: Would emphasize solutions that foster community engagement and complement Airbnb's core offerings.