Airbnb is not just about booking a place to stay any more. In May of this year, the company launched Airbnb Services.[1] Featured as a tab on the Airbnb app, Airbnb Services enables users to book services with just a few taps in a range of categories, of which massage and spa treatment are among them. The other categories are catering, chefs, hair, makeup, nails, personal training, photography, and prepared meals. Making the new service even more valuable to massage practitioners and spas, users do not have to stay in an Airbnb or be on a trip to access services.
To ease service bookings, Airbnb Services provides a complement of tools comprising bookings, calendar, messages so providers can send photos and videos to guests, and payments, including additional fees for special requests.
To assure users of high quality service, Airbnb vets Services providers through an evaluation of expertise and reputation. Services providers have an average of 10 years of experience, have completed Airbnb’s identity verification process, and need to submit relevant licenses and certifications. Airbnb launched Services in 260 cities and has promised to add more cities and services.
Experienced professionals can apply to become Airbnb Services hosts at Airbnb.com/host/service
Partner with Airbnb hosts
In addition to inclusion on Airbnb Services, partnering directly with Airbnb hosts is a winning strategy to boost your spa marketing and massage marketing. Airbnb encourages hosts to partner with local businesses to enhance the guest experience and add more value to their stay. Through a joint marketing partnership, you can refer customers in each other’s direction.
Search for all Airbnb listings in your spa or massage marketing area and send hosts a message indicating you would like to discuss joint promotions. Provide information about your spa or massage services and suggest a meeting or phone or zoom call to exchange marketing ideas.
The partnership can start simply by asking hosts to leave your business cards, brochures, or flyers in their Airbnb. You can do the same by having information on hand about a local Airbnb, which might be of use for clients with out of town family or friends coming for a visit.
You could arrange a deal with a local Airbnb to provide their guests with reduced prices on your services. The discounts could make a particular Airbnb more attractive to potential guests and drive more business through your door.
Boost your spa or massage online presence
Today’s customers are used to doing online research before making a purchase for a product or service. So even though you are featured on Airbnb Services or recommended by a host, expect some guests to check your spa or marketing services online before booking an appointment. You will want to make sure your online presence tells and shapes your story.
As you review your digital marketing strategy, keep in mind that your website needs to be at the heart of your campaign. Make sure that your site is visually appealing, easily searchable, and strongly conveys your brand and positioning. Include relevant, educational, and engaging content to draw and keep visitors on your site and boldly feature specials, discounts, and seasonal offerings.
Other components of your digital marketing campaign should include:
Online reviews: Online reviews are important because they let you know what areas of your spa or massage practice may need improvement. By monitoring reviews, you learn what customers are looking for from your products and services and how you meet expectations. Because of an online review you may find that clients do not like a particular skin treatment or are not getting the desired results from a massage.
Social media: Keep a strong social media presence as part of your spa or massage marketing. You can virtually invite prospects and clients into your spa by posting pictures and videos of your spa. Feature a treatment on a video and interview your staff talking about what they do. Highlight your retail section.
Other tips for compelling social media content:
· Connect on an emotional level: While you want your content to be interesting, you also want to aim for content that makes your audience connect emotionally.
· Interact with your audience: Get your audience involved with your content. Ask a question, conduct a poll or survey, or run a contest or game. Create a series of did you know” posts focused on industry stats, information on product ingredients, treatment recommendations or more. In all cases, ask for feedback. The more you interact with your audience, the more inclined they are to keep engaging with you.
· Keep style simple: If you want to engage with your audience, get to the point and use language to which they can relate. Do not try to impress them with technical or trendy terms they may not be familiar with. Keep your sentences short and to the point and aim for active not passive voice. Your style should encourage action and engagement. You are not writing a term or scientific paper.
Search engines: Use local search marketing to get your spa or massage practice to rank higher in search engines. Search marketing includes search engine optimization (SEO) in which web content (web sites, videos, and other content) is shown and ranked based on what the search engine considers most relevant to users.
Directories: You will want to be sure that your spa or massage practice is included in online business directories - Yelp, Google, or Bing, for example – to prove your credentials. Make sure that your business information is up to date.
As you ramp up spa marketing and massage marketing plans for the holiday season and into the New Year, look at Airbnb as a new channel for booking up your calendar.
[1] “2025 May Release: Now you can Airbnb more than an Airbnb,” Airbnb, May 13, 2025. https://news.airbnb.com/en-au/2025-may-release-now-you-can-airbnb-more-than-an-airbnb/