Introduction: The Rise of Airbnb
Airbnb, originally called "Air Bed and Breakfast," started in 2008 as a simple idea to help its founders make rent. Fast forward to today, and it’s a global marketplace worth over $100 billion, offering 7 million listings across 220 countries.
Founded by Joe Gebbia, Brian Chesky, and Nathan Blecharczyk, Airbnb became a verb because of its brand power, community focus, and superior user experience.
I was a Superhost for five years and used Airbnb as both a host and a traveller. I’ve seen first hand what made them successful.
Why Airbnb Succeeded When Others Didn’t
1. Brand Identity
Airbnb positioned itself as more than accommodation—it became a way to "Belong Anywhere." Their marketing consistently focused on authentic travel and connection, helping them stand out from early competitors like Roomorama and Wimdu. Their brand strategy created an emotional connection that translated into loyalty and advocacy.
2. Product-Market Fit
Airbnb met an unmet need for affordable, local travel experiences. Their early growth was driven by organic word-of-mouth from hosts and guests who loved the community spirit. They evolved from renting out spare mattresses to booking famous homes like the "Home Alone" house. Their early adopters were their best marketers—sharing stories and inviting others to join the movement.
3. Marketplace Technology
Airbnb’s tech platform delivers a seamless booking experience for travellers and powerful management tools for hosts. With elegant UX and scalable tools, they made it easy to build trust and manage interactions on both sides. Their messaging, review, and payout systems gave users confidence to engage without fear of fraud or complexity.
How to Build a Marketplace Like Airbnb
Step 1: Pick Your Niche
Start small and focus on solving a specific problem for a defined audience. Airbnb began by renting out extra space during a design conference. You can specialise by location (e.g. Bali), type (e.g. eco-lodges), or community (e.g. remote workers).
Talking to potential users before building technology is critical. Learn about their pain points and how they’re currently solving them. Then test early demand with landing pages or manual services to validate interest.
Tashi Tip: With Tashi’s travel marketplace operating system, you can tailor your marketplace to any niche—whether that’s eco-lodges, cultural homestays, or surf retreats.
Step 2: Choose a Business Model
Airbnb uses a commission model, but other options include:
- Commission: Charge a percentage per transaction.
- Subscription: Charge a regular fee for access.
- Listing Fee: Charge per posted listing.
- Lead Generation: Charge for leads or enquiries.
- Advertising: Charge for promoted listings or ads.
You don’t need to pick just one—many marketplaces use hybrid models to diversify revenue and appeal to different types of suppliers. Consider what your niche suppliers are used to, and what best aligns incentives with platform growth. Learn more about the best business models' for Travel Marketplaces.
Step 3: Build Core Marketplace Features
Your MVP (Minimum Viable Product) should include:
- Search & Listings: Let users browse by location, date, and guest count.
- User Profiles: Establish trust through verified identities and bios.
- Online Payments: Offer seamless checkout experiences and automated payouts.
- Booking Management: Allow hosts to manage availability, cancellations, and reservations.
- Messaging & Reviews: Enable safe and documented communication and social proof.
- Admin Tools: Give marketplace owners the tools to moderate, support and grow.
Tashi Advantage: Tashi’s travel marketplace operating system includes all of these features—built specifically for accommodation, tours, and experiences.
Step 4: Choose Your Technology Stack
You have three main paths:
- Custom Build: High flexibility, long development time, and high cost.
- Digital Agency: Faster execution, but often expensive and may lack travel expertise.
- Travel Marketplace Operating System: Use Tashi to launch your marketplace with built-in features and travel-specific capabilities, without needing to code.
Choosing the right stack will depend on your budget, technical ability, and timeline. Using a platform like Tashi lets you get to market faster so you can validate and iterate.
Step 5: Launch and Learn
Don’t wait for perfection. Launch early, engage your community, and improve as you go. Airbnb didn’t start with millions of listings—it started with one. Use customer feedback to refine your product, prioritise features, and build brand advocates.
Keep talking to your users and adapt your offering based on what they value. That mindset is what helped Airbnb scale globally while staying relevant to local needs.
Check out some of the Airbnb like marketplaces powered by Tashi
- NotonMap.com - an online marketplace for rural, rustic accommodation experiences in India.
- BooktaPak.com - Unlock Malaysia's hidden campsites with Book Tapak
- Upstays.it - Upstays specialise in offering upscale, high-end travel experiences in Italy.
Frequently Asked Questions
What is a travel marketplace?
A travel marketplace is an online platform where travellers connect with service providers—such as hosts, tour operators, or experience guides—to book accommodation or travel services.
How do I build a website like Airbnb?
You can build a site like Airbnb by choosing a niche, validating your idea, selecting a business model, and launching your platform using a travel marketplace operating system like Tashi.
What features do I need to launch a travel marketplace?
Essential features include search and filters, listings, user profiles, secure payments, booking management, messaging, reviews, and admin tools.
What business model does Airbnb use?
Airbnb uses a commission-based business model, taking a cut from both the host and guest on each transaction.
Is it possible to compete with Airbnb?
Yes. You can succeed by specialising in a niche, building a trusted community, and offering a better experience for a specific audience.
How much does it cost to build a travel marketplace?
Custom-built platforms may cost $50k–$300k+ while using a marketplace operating system can reduce upfront investment significantly and speed up your launch.
What’s the fastest way to validate my travel marketplace idea?
Create a simple landing page, speak to your potential users, and try to manually connect buyers and sellers to test demand.
What are the risks of starting a travel marketplace?
Common risks include lack of initial traction, trust issues between users, tech costs, and seasonal revenue. Community-building and early feedback can help you manage them.
Do I need to handle payments directly on my travel marketplace?
It’s highly recommended. Integrated payments streamline the experience and help you take commissions while keeping everything secure.
Can a travel marketplace work in a small or regional market?
Absolutely. Focused marketplaces often perform better by serving specific communities with tailored offerings.
