Airbnb’s recent move to broaden its services—think chefs, masseuses, stylists, and the reboot of Airbnb Experiences across numerous cities—is undeniably ambitious. Yet, surprisingly, there’s a lack of clarity concerning how these expansions truly mesh with their environmental promises, namely, achieving zero emissions by 2030.
Given the emphasis on authentic local experiences, the missing details on sustainability measures do prompt questions about the overall environmental impact of these new offers and the broader climate strategy.
Bold Expansion, but Where’s the Green Focus?
The latest additions aim to spice up travel experiences with unique local activities, from cooking lessons to tours, often celebrity-led. Despite this, little is said about whether these providers must meet certain environmental standards or even how associated emissions are being tracked. Activities tied to experiences, such as cooking, deliveries, waste disposal, and travel itself, can notably increase greenhouse gas emissions. However, these factors don’t appear to be part of Airbnb’s formal emissions reporting.
While Airbnb acknowledges climate change on its website as “one of the biggest challenges of our generation,” and aims to collaborate with hosts and guests for sustainability measures, the specifics remain vague. The company mentions partnering with around 80 suppliers who are responsible for almost half of its 2023 emissions through sustainability programs. Still, it’s unclear whether the new experience providers will join this initiative or if they’ll be factored into future emissions reports, creating a potential gap in accountability.
Green Experiences: A Step Forward?
Airbnb’s zero-emissions target centers primarily on internal corporate functions, like business trips and office management. According to their most recent sustainability report, emissions tied to host stays and experiences are conspicuously absent from this calculation. This is rationalized by stating they aren’t considered part of the company’s “absolute, market-based greenhouse gas emissions,” based on Airbnb’s internal greenhouse gas protocol. Yet, this approach effectively sidesteps the environmental footprint connected to its core business model, which fundamentally relies on activities hosted and driven by others.
This exclusion is quite significant considering the carbon footprint generated by travel, accommodations, and related services. Without explicit guidelines for providers or a solid plan to assess their emissions, Airbnb’s sustainability promises risk feeling somewhat detached from its growing array of services.
Green Experiences: A Step Forward?
In response to inquiries, Airbnb has shared that they plan to introduce certain “green” experiences. These will aim to support sustainable practices and foster connections between guests and the natural world. Think dining at a zero-waste restaurant, crafting souvenirs from ocean plastic, or exploring forests with environmentalists. These initiatives, often led by local hosts, are designed to educate guests about sustainability measures. Yet, they seemingly represent a small fraction of the extensive Experiences program relaunch.
Furthermore, Airbnb supports hosts in their sustainability efforts, providing resources developed with bodies like the UN Environment Programme and WWF, along with pilot initiatives to boost energy efficiency in homes. While these are positive steps, they don’t directly address emissions produced by the newer services or Experiences program, leaving their environmental impact somewhat unaccounted for.
The Sustainability Challenge Ahead
Airbnb’s expansion highlights its intent to transform the travel experience. At the same time, it brings to light a critical challenge: aligning this growth with its ambitious zero-emissions goal. The lack of clear information regarding how these new services fit into its broader climate strategy risks weakening Airbnb’s commitment and potentially damaging the perception of their environmental responsibility. The expectation that companies, especially those in high-impact sectors like travel, should weave environmental responsibility into their business is growing.
Travelers and stakeholders alike are increasingly interested in this trend. For Airbnb, this translates to a need to expand sustainability efforts to encompass service and experience providers, including their emissions in company reporting, and giving priority to eco-friendly choices throughout its platform. Green experiences are a nice starting point, yet a broader strategy will be vital to ensuring that Airbnb’s expansion isn’t harmful to the environment. Ultimately, Airbnb’s capacity to unite innovation with accountability will decide if it can guide the way in sustainable travel, as it deals with this new era and narrative.