One of Airbnb’s 2019 priorities was highlighting the best and most unique Experiences on the platform. So the team developed a new tier called Airbnb Originals. Originals are activities that are exceptionally unique and exclusive to Airbnb.
We redesigned the product detail page (PDP) for each Original to make them feel elevated, inspirational, and editorial. Our goal was for the Originals PDPs to be differentiated from standard Experiences, highlight the passions and expertise of the host, and convey relevant information to help guests book the right Experience.
Using a gallery with an autoplay video and a grid of photos provides potential guests with an inspirational, editorial introduction to the Experience. We also needed to provide enough scannable information to allow guests to quickly decide if the Experience is relevant to their interests. So we included an eyebrow noting that the Experience is featured, a cinematic title, location, star rating, category tags, duration, group size, what’s included, and language information.
For these sections, we needed to succinctly convey what the Experience entails, along with providing information that showcases the host’s expertise and passion.
An editorial shot breaks up the text before diving into what a guest gets when they book this Experience.
Photos from previous guests offers gorgeous and compelling social proof.
Potential guests can quickly and easily scan reviews.
The map helps guests decide if this Experience is in a convenient location, and the descriptive copy paints an appealing picture of the neighborhood.
The 4 month calendar view offers an easy way for guests to check availability.
This section provides additional mandatories and details guests need to know before booking.
Data indicates that guests who land on an Airbnb Original are more likely to search through additional inventory and eventually book an Experience, so we surfaced similar activities to aid discoverability.
Guests might not be interested in a photography Experience, so we’ve surfaced additional categories to allow guests to find an Experience that’s right for them.