They Lost 80% of Bookings. Then Airbnb Did This...

Hey there,

Let’s go back to 2020 for a sec.

The world froze.
Nobody was traveling.
Airbnb lost 80% of its bookings in two months.

Their CEO, Brian Chesky, said it was the worst time in the company’s history.

But here’s the wild part:
By 2022, they weren’t just back, they were breaking records.
By 2023, they had their most profitable year ever.

And they did it without:

• Running a ton of ads

• Paying influencers

• Tossing out coupons or “limited time” deals

Instead, they did something way more gutsy:
They made the product simpler.

Let’s walk through exactly how they did it and how you can do the same, even if things feel like they’re falling apart:

Step 1: Cut Stuff That Confuses People

(Even If It Took You Forever to Build)

At one point, Airbnb was trying to be everything at once:
Hotels, business trips, luxury stays, tours, group trips, long stays...

It got messy. Too many options.
The homepage looked more like a buffet than a place to book a trip.

So they hit delete.

In 2021, they removed or cleaned up over 100 features.
Why? Because more isn’t always better.

They stopped asking “What can we add?”
They started asking: “What’s getting in the way?”

Try this:

• Open your site or app like a new user would.

• Ask: What would make me hesitate or feel lost?

• Cut or simplify anything that adds confusion instead of clarity.

More isn’t always more.
Clarity wins.

Step 2: Focus on the Real Life Experience, Not Just the App

Here’s something a lot of companies forget:

The experience doesn’t end when someone clicks “Buy” or “Book.”

People don’t remember smooth UI.
They remember whether things went right after the purchase.

Did check-in go smoothly?
Was the host nice?
Was the bed clean?

So Airbnb focused less on the app and more on what happens after booking:

• Smart pricing tools for hosts

• Better filters for guests (like pet-friendly or fully stocked kitchen)

• AirCover: a safety net for refunds or rebookings if something goes wrong

You don’t need a big team to do this.
Just look at where people get stuck after they use your product.

Ask yourself:

• What’s the moment after someone gets value from your thing?

• Where do they feel disappointed, confused, or let down?

• What would 5-star care look like in that moment?

Sometimes it’s not more features you need.
It’s more care.

Step 3: Show, Don’t Just Tell

People don’t get excited by long lists.
They get excited by things they can see.

Airbnb stopped listing homes like boring catalogs.
They started making it feel like scrolling Pinterest or Instagram.

Big pictures.
Fun categories like “A-frames” and “Surf Cabins.”
Full screen maps that feel more like exploring than shopping.

Why this works:

• It taps into feelings, not logic

• It makes people want to stay and browse

• It turns a chore into a vibe

What you can try:

• Can someone see what they’re getting before they have to read?

• Can your product feel more like a visual story and less like a spreadsheet?

Words matter.
But vibes convert.

Step 4: Give People a Reason to Come Back

Most companies launch a new feature, tweet about it once, then hope it takes off.

Airbnb did something smarter.

When they launched “Categories” and “Icons” (like UFO houses or mushroom domes), they didn’t just add them to the app, they turned them into events.

Think:

• Limited time collections

• Seasonal themes (like ski cabins in winter)

• Monthly emails with cool new finds

They made the homepage feel more like Netflix.
Same core product. Just always something new to check out.

What you can do:

• What part of your product could you “freshen up” weekly or monthly?

• Can you rename or restyle something to make it feel new, even if it isn’t?

Fresh doesn’t always mean new code.
Sometimes, it just means new energy.

Step 5: Talk Like a Person

After the pandemic, Airbnb’s tone shifted hard.
No more corporate robot speak.

They started saying stuff like:

Their CEO helped redesign the site himself.
Their copy started sounding like a friend texting you a tip.
Even their support tweets came with jokes, GIFs, and warmth.

They shifted from:

• Corporate → Casual

• Features → Feelings

• Scale → Soul

Try this:

• Read your homepage out loud. Does it sound like a person?

• Would you say this to a friend, or does it feel stiff?

• Is your copy focused on you, or on what people care about?

People don’t buy from companies.
They buy from people they trust.

The Big Idea: Growth Isn’t Just About Getting More People

Airbnb’s comeback wasn’t about being louder.
It was about being better.

• Better focus

• Better experience

• Better communication

If your growth feels stuck, don’t just throw money at ads or launch a new feature.

Try this instead:

🔹 Cut the stuff that’s in the way
🔹 Care about the post purchase moment
🔹 Make your product feel good to look at, not just use
🔹 Keep things fresh with new angles or themes
🔹 Rewrite your copy like a real human wrote it

Because sometimes, the best growth strategy is just making something people genuinely want to use again.

That’s how you win.

Until next time,
Omar Waseem

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