reimagining the superhost experience
Homes hosted by Superhosts are the most sot-after on Airbnb – guests are more likely to book with them because they know they can count on a reliable, quality experience. We wanted to help more hosts capture this demand by achieving Superhost status.
First, we heard from hosts
We conducted user research in San Francisco, LA, and Boston to learn more about the host experience around the Superhost program. We prototyped different messaging and design concepts during these sessions, and got valuable input on what was and wasn’t working with the current program.
We found 3 key themes.
Unclear value: Lack of clear information around the program’s benefits made the value of being a Superhost either unclear or unappealing.
Unclear requirements: Hosts didn’t understand how to get into the program and felt like it was out of reach, even if they were actually on the cusp. Progress was unclear.
Recognition doesn’t match effort: Hosts felt like the benefits of the program weren’t worth the effort, and that weren’t getting recognized for their current efforts anyway.
Then, we put their feedback in action
A reimagined landing page
We redesigned the Superhost landing page to address key concerns we’d heard in research–putting more emphasis on the program’s benefits, upleveling recognition, and adding better education around the process and requirements.
Easier ways to track progress
We added more clarity around the requirements and created a place where hosts could track their performance in real-time. To emphasize achievability, we framed performance as a journey – using motivational language and contextual tips to help hosts feel more supported along the way.
Rewards that match the effort
We created a rewards page where current and potential Superhosts could learn more about the program’s benefits and value.
Celebrating hard work
It’s not easy to become a Superhost, and we wanted hosts who achieve it to feel a strong sense of pride and accomplishment. To celebrate their hard work, we wrote a series of recognition emails to celebrate major milestones in the Superhost journey.
