Airbnb 2025 Summer Release
An introduction to Airbnb Services and Experiences in an all-new app.
Airbnb's 2025 Summer Release, announced on May 13, 2025, marks a major shift in the platform's strategy, moving beyond just accommodation to become a more comprehensive travel and lifestyle ecosystem. It introduces three key pillars:
Airbnb Services: Guests can now book a variety of services directly through the Airbnb app to enhance their stay or even use them at home. These services are available in 260 cities
Airbnb Experiences (Relaunched): This program, first launched in 2016, is significantly expanded with a focus on high-quality, immersive activities hosted by locals.
All-new Airbnb app: The app is redesigned to integrate Homes, Services, and Experiences seamlessly.
My role as Creative Lead was to provide visual design strategy and creative direction across photography, guiding and manipulating the keynote presentation and in-product photography. I created strategic templates to help define and set a high bar for diverse visuals. With over 150 shoots in 3 weeks, we moved quickly and efficiently to create a system of selecting, categorizing and curating each visual based on the product design.
Photography holds priority to the visual space in the app as it’s a window into the experience, the home and the services.
Tailored Visuals and Content; a Systems Approach
Airbnb reimagined Experiences—hosted by locals who know their city best. We launched experiences in 650 cities around the world.
Using a consistent visual strategy to select the 4x4 photographs in each Experience, the visuals maintain a high quality bar in the user journey.
Visuals that match the Services
Airbnb introduced Services— a variety of services to make your stay more special. We launched with 10 categories in 260 cities.
Photography was curated specifically for each service. With over 150 shoots in 3 weeks, we moved quickly and efficiently to create a system of selecting, categorizing and curating each visual based on the product design.
All New App
Curated visuals for an all-new homepage. After you book your home, the app suggests services and experiences it thinks you’ll love based on where you’re staying and who you’re with.
Services
Ensuring that the premium quality visuals match the quality of the services.
Experiences
Tailored visuals to authentically express exploring a city with the locals who know it best. Experience example above: Learn pastry-making at the renowned French Bastards bakery with chef Raphaelle Elbaz.
Trips Tab
An advanced travel itinerary with a schedule of your trip, details about your home, and the services and experiences you’ve booked.
Expertise that I contributed
Creative Direction
Systems Design
Creative Production
Brand Strategy
Visual Identity
Creative Strategy
Cross-team Collaboration