Your page is how you merchandise and market your experience on Airbnb. If your experience is a store, think of this as your “window display”—it’s what guests see before they decide to book and what sets your experience apart from others. It’s your chance to tell your story, explain what you’re passionate about, and share why you love being a host.
Since hosting an online experience is different from hosting in-person and has its own unique considerations, we’ve included some best practices and guidelines to help you build the best experience page possible.
Create an experience title
People see your title well before they get to your experience page—it appears in search results and is one of the first impressions you can make. A great title can pull potential guests from a search to your page, as well as activate something special in the reader.
Keep in mind that there’s a limit of 40 characters, so it’s important to be straightforward and clear in your title, as well as consider how your title will show up when people search on mobile phones.
- Highlight the access, expertise, and/or connection that makes your experience unique (e.g. cultural aspects, specific cuisines, your qualifications, background, etc.)
- Consider using action verbs and words that describe the main activity to give people a sense of what they’ll be doing.
- Keep it short, specific, and to the point
- Include the word “online” or variations of that word in your title—Airbnb will automatically label your experience with “online” in multiple places
- Write a vague or lengthy title that includes a lot of adjectives or adverbs
- Use emojis, punctuation, all caps, or slang—they make titles hard to read, hard to search, and harder to understand
Good examples of experience titles:
- Watch a pig do a live forage for truffles
- Make ravioli from scratch in your own kitchen
- Take a virtual tour of an animal sanctuary
“What you’ll do” description
In this section, include an itinerary to set expectations for guests and describe exactly what your experience entails. An accurate description is the foundation for a successful experience since negative guest reviews are often based on unmet expectations.
- Reinforce that your experience is hosted online and internet access is required
- Give people specifics and a detailed itinerary so they know what to expect
- Tell guests what they need to bring and do to prepare and participate
- Include links to your other experiences and invite guests to read the reviews
- Ask guests to get supplies that are expensive or hard to find
- Offer a loose, unorganized itinerary with vague information
- Plan generic activities people are already doing on their own
- Use someone else’s art, music, or writing unless you have the creator’s permission
Good examples of a “What You’ll Do” description:
- Witness the fun of foraging for mushrooms with none of the mess! Follow along from the comfort of your couch, as my trusty pig, Pork Chop, sniffs and snorts her way to the nearest truffles. First, you’ll see her pen, where she hangs out and snores when she’s not on the hunt. Then, we’ll follow her through my private property as she looks for the aromatic delicacy. Will Pork Chop find one or won’t she? You’ll have to watch and find out!
- The best meals are home-cooked and thanks to the magic of the Internet, we’ll show you how to make ravioli from scratch with ingredients and materials from your own kitchen! In this interactive experience, we’ll teach you how to prepare the traditional Italian dish, as well as sauces and a dessert, all using the techniques from our grandmother’s own recipe. We may be in Rome, but we’ll make sure you learn how to serve a delicious dinner wherever you are.
“About you” section
People want to know who you are and why you’re uniquely qualified to host your experience. This is your bio section, where you, your story, and your expertise get to shine! A descriptive bio can separate you from other hosts and inspire guests to book so they can meet you.
🕵️ Research Findings
As always, guests expect a high degree of expertise from hosts, particularly because there’s now a strong mindset and desire to learn new things.
- Mention the ratings and reviews from your other, offline experiences
- Highlight your credentials and what makes you an expert host
- Share how many years you’ve been practicing the activity
- Talk about your discomfort with the online format. Almost everyone is new to this.
- Position yourself as someone new to the activity. Guests are looking for experts.
Good examples of the “About You” section:
- Over the past 3 years, I’ve welcomed more than 3,000 people to my kitchen in Italy and received thousands of 5-star reviews. Now I’m bringing my pasta-making tips to your kitchen with this online experience.
- I typically host my drag show in Lisbon and receive rave reviews! Guests have called it “once in a lifetime”, “exceptional”, and “truly amazing”—now that I’m hosting it online, you can come see for yourself!
“What to bring” section
Since you’re hosting online, guests will need to bring what you’d normally provide for an in-person experience. Describe what it takes to fully participate in your experience and if there’s anything they need to do to prepare for the itinerary you have planned.
🕵️ Research Findings
- People evaluate experience pages by the clarity provided on supplies they’ll need: What’s required? What’s ideal but optional? What’s an estimate of what everything will cost?
- Ideally hosts can indicate when supplies are“required” (rolling pin) and what’s “optional” (pasta machine).
- It’s best when hosts design experiences with common household ingredients supplies in mind.
- Outline what’s needed vs nice-to-have, as availability of basic items may be limited
- Offer alternatives or substitutions that will still allow people to join and enjoy your experience
- Assume guests know what you’re talking about—be specific when describing what and how much is needed
- Ask people to spend a lot of money or get hard-to-find supplies—be mindful of cost and effort, as people may have limited budget and time to dedicate
Good examples of the “What to bring” section:
- Fruit: 2 oranges, 2 lemons, 2 apples (substitutes: strawberries, pineapple, pears, kiwi)
- 5 pieces of white construction paper, 10 pieces in various colors
- 10.5 oz of “00” grade flour or “Doppio Zero” (literally means “Double Zero”, which refers to the fineness of the flour and how much bran has been milled out of it)
“How to participate” section (formally, “Where we’ll be”)
Airbnb automatically includes the following text in this section for every online experience page:
“Download Zoom for free on a desktop or mobile device. After you book, you’ll receive an email with a link and details on how to join.”
To personalize this section, include a brief description of where you’re broadcasting from and what makes it special.
- Let people know where you’re located so they can still feel like they’re traveling
- Encourage people to connect with audio and video so they can fully engage with what makes your experience special
- Tell guests that your experience is online and that they’ll receive a link after they book
- Ask people to break any isolation, social distancing, or quarantine rules
- Expect that all guests will have the same setup as you or each other
- Focus so much on your location that the online format is overlooked
- While you’re at home, I’ll be in my cozy art studio, located in the creative center of Barcelona. In addition to demonstrating drawing techniques, I’ll show you my surroundings and some of my personal projects. When you click the link in your confirmation email and join my experience, make sure your audio and video are on so you can ask questions along the way.
- Perhaps the best trick during this magical journey will be figuring out where I’m actually located. It may seem like I’m in Los Angeles, but remember: Magic is illusions so you can’t always believe what you see…When you click the link in your confirmation email and join my experience, make sure your audio and video are on so you can listen and look for clues.
“Guest requirements / Notes” section
Airbnb already includes info here that tells people they need an internet connection to participate. The following text will appear on every online experience page:
“You’ll need an internet connection and the ability to stream audio and video to participate. A link and details on how to join will be included in your booking confirmation email.”
You can use this space to add any skills guests may need to have in order to join your experience.
- Remember that people might book spots for multiple guests, across multiple ages and skills levels, at once
- Be honest about any age, exertion, or skill limits need to participate
- Reinforce guests if there’s anything they need to read or prepare before your experience
- Mention that online experiences are best when they’re interactive and the guests participate
- Expect that all guests will have the same skill level or expertise
- Include physical requirements that put people’s safety at risk
- Select a high activity or skill level without outlining specifics or explaining what’s involved
- Mislead guests about accessibility or adaptations you can or can’t make
- Guests need to know the guitar chords E minor, C major, F major
- Guests should be familiar with the Tango 8-Count Basic
- Guests must not be allergic or sensitive to spicy food
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