千亿民宿鼻祖谋变｜专访爱彼迎“亚马逊先生”、首席业务官：复刻亚马逊，还是走出第三条路？_老虎社区_美港股上老虎

千亿民宿鼻祖谋变｜专访爱彼迎“亚马逊先生”、首席业务官：复刻亚马逊，还是走出第三条路？

每日经济新闻05-28 21:12

在硅谷，看一家公司有多大野心可以先看其核心团队的背景，往往就能窥见一二。　　2019年初，当Dave Stephenson（戴夫·斯蒂芬森，以下简称Dave）以首席财务官身份加入Airbnb（中文简称“爱彼迎”，股票代码ABNB，股价132.1美元，市值796亿美元）时，这一点变得无比清晰。这位在亚马逊工作了近二十年的高管带来的不仅是个人名望，更是一整套科技巨头扩张的“剧本”。　　7年后，2026...

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way?","themeId":null,"isJumpTheme":false,"ttsUrl":"https://static.tigerbbs.com/01dc51b258167a2d71f603d21edc9887","symbols_score_info":{"AMZW":0.6,"AMZZ":0.6,"AMZY":0.6,"USAW.SI":0.6,"AMZU":0.6,"AZYY":0.6,"ABNY":0.6,"AMZN":1.87,"ABNB":1.98,"AMZD":0.6,"AMZP":0.6,"ABNG":0.6},"content_text":"在硅谷，看一家公司有多大野心可以先看其核心团队的背景，往往就能窥见一二。　　2019年初，当Dave Stephenson（戴夫·斯蒂芬森，以下简称Dave）以首席财务官身份加入Airbnb（中文简称“爱彼迎”，股票代码ABNB，股价132.1美元，市值796亿美元）时，这一点变得无比清晰。这位在亚马逊工作了近二十年的高管带来的不仅是个人名望，更是一整套科技巨头扩张的“剧本”。　　7年后，2026年5月20日，Dave以首席业务官的身份在Airbnb旧金山总部接受了《每日经济新闻》记者连线专访。　　同日，Airbnb在夏季发布会上宣布，平台将全面拓展至专车接送、行李寄存、杂货配送和租车等旅行相关服务，并批量引入精品酒店和独立酒店房源。　　从2025年夏季产品发布会上宣布业务进一步扩张，到2026年推出更多新产品，Airbnb正在经历成立以来最激进的一次战略转型。　　然而，这场转身能否复刻亚马逊的“飞轮效应”，还是会在OTA（在线旅游平台）的红海中沦为寻常？　　在发布会和Dave口中，Airbnb描绘了一个关于“有意义的连接”的宏大叙事，但在战略叙事持续扩张的同时，体验品控和来自Booking、携程等对手的竞争压力，也是Airbnb无法回避的挑战。　　“亚马逊DNA”能否撑起Airbnb的“百层高楼” 　　2007年，Airbnb从三张气垫床起家，2020年底登陆纳斯达克后市值一度突破千亿美元，2025年全年营收122亿美元，净利润25亿美元，依托覆盖全球的900万套房源，成为市值仅次于Booking Holdings的全球第二大在线旅游平台，远超万豪国际等传统酒店巨头。与重资产的传统酒店不同，Airbnb的收入主要来自向房东和房客收取抽成佣金，是一种极度轻资产的平台模式。　　2018年，这家共享经济的鼻祖就试图从“预订住宿”的平台，拓展为贯穿整段旅程的一站式出行生态。公司联合创始人兼首席执行官Brian Chesky（布莱恩·切斯基，以下简称Brian）找到了Dave。　　据Dave回忆，当Brian在2018年找到他时，Airbnb的目标很明确。“Brian希望有人能帮助公司完成亚马逊式的扩张。”　　然而，2020年伊始，一切就被按下了暂停键。　　“2020年第一个季度，我们就损失了10亿美元的营收。”Dave表示。在生死攸关的时刻，Airbnb只能咬紧牙关，把全部精力集中在生存与核心业务上，这就是公司过去五年所说的“精益求精，完善核心业务”。　　2023年，Airbnb为Dave设立了此前并不存在的职位——首席业务官，核心任务是让Airbnb建立一个能够支撑业务拓展的组织架构。Dave团队负责的“供给”，从过去单一的房源延伸到服务和体验项目。　　Dave表示，Brian常用一个生动的比喻来描述Airbnb的转变：过去，公司就像住在一栋三层的房子里，温馨舒适却难以加盖；现在，通过重构组织架构、翻新技术栈、升级应用程序，公司已经为建成一座百层摩天大楼打下了坚实的地基。　　然而，从三层到百层，地基是否真的够稳？亚马逊的扩张逻辑是“高频带动低频”，即通过长期VIP包年用户的高频购物带动AWS、Kindle等业务的增长，而旅行“天然低频”的属性则是Airbnb无法回避的现实。　　一个更根本的问题在于：这些新增服务能转化成多少实际营收？Dave表示，2026年第一季度，爱彼迎App预订住宿（间夜量）同比增长22%，占比升至63%；在首次通过“爱彼迎体验”接触Airbnb平台的用户中，有近四分之一随后预订了住宿。　　更关键的是，亚马逊的飞轮建立在海量SKU（最小存货单位）和极致效率之上，而Dave强调Airbnb“不是一个开放平台”，对服务和体验项目设有极高的筛选门槛。Airbnb联合创始人、首席战略官柏思齐（Nathan Blecharczyk）也在群访中表示，Airbnb不是要提供所有酒店，而是“精选”独立和精品酒店。　　这种“精选”策略固然能维持品牌调性，但是否也意味着供给规模天然受限、难以形成网络效应？与此同时，品类扩张还会增加运营成本和管理风险，从审核服务达人到处理售后纠纷，每一个新品类都可能面临新的挑战。　　当精品酒店上线后，Airbnb还在颠覆传统OTA吗 　　在被问及与其他OTA的区别和竞争时，Dave向记者表示，Airbnb的独特之处在于“连接人与人的真实体验”，而不是传统OTA的“快速交易”。　　Airbnb为何要引入精品酒店和独立酒店？事实上，这曾是Airbnb表示不会进入的领域。　　柏思齐解释称，即便是最忠实的用户，在某些场景下（如商务出行、房源稀缺地区）也需要酒店。这听起来合情合理，但一个不容忽视的事实是：酒店业务的利润率远低于民宿，并且会稀释Airbnb原本“独一无二住宿”的品牌认知。当Airbnb平台上既有树屋、城堡，又有标准化的精品酒店时，用户对平台的心智定位是否会变得模糊？　　值得注意的是，柏思齐还表示“目前没有计划引入万豪、希尔顿等大型连锁品牌”，理由是它们过于标准化，但这在其他OTA平台上则是标配。　　另一方面，服务和体验的品控始终是难题。Airbnb宣称，平台上的每一个体验项目都会经过“严格审核”，确保达到品质标准后才会上线。　　Dave还特别提到，“爱彼迎体验”的用户评分高达4.93星（满分5星）。然而，截至目前，平台上已有超过2.2万个体验项目，今年夏天还将“新增数千项”。　　在快速扩张的同时，如何保证每一个项目都能维持4.93星的高水准？对此，Dave的回答是“我们会根据用户反馈持续优化”。　　更迫切的矛盾或许来自AI（人工智能）。当被问及“AI代理会绕过OTA、实现去中介化”这一行业普遍担忧的问题时，Dave给出了一个颇具Airbnb特色的回答。　　Dave表示，核心问题不在于技术本身，而在于“谁能够利用这些模型打造出卓越的用户体验”。他坚信，Airbnb追求的是“有意义”的旅行，而非单纯的“高效率”或“信息检索”，这正是Airbnb差异化所在。　　在Dave看来，目前大多数开发前沿AI的公司都在试图把用户“圈”起来，留在其平台里。Airbnb的目标恰恰相反，它鼓励用户走向现实世界，与真实的人面对面交流、获得真实的体验。“随着AI的快速发展，人与人之间的真实连接变得愈发珍贵。我们需要有更多这样的公司，在快速推动技术前沿的同时，也在思考如何促进人与人的连接。”　　为此，Airbnb推出了AI精选评论要点、AI智能对比等功能，试图用超过10亿条真实评价构筑竞争壁垒。　　然而，前沿AI模型已通过API（应用编程接口）向所有公司开放，技术门槛正在急速降低。谷歌等通用AI入口已在开发酒店和航班预订功能，未来用户可能直接在AI对话框里完成旅行全程规划。　　当出行行程的预订路径被重新定义时，行业和公司又该如何应对？Dave和Airbnb还在思考。　　“翻倍愿景”背后的现实挑战 　　如果说拓展服务品类、引入酒店业态是Airbnb主动发起的挑战，那么来自全球OTA巨头的围堵则是它不得不应战的持久战。　　Booking 2025年总预订额超过1861亿美元，是Airbnb的2倍，其短租房源数量也在通过商户模式加速渗透；Expedia集团则依托庞大的酒店库存和会员体系，在欧美市场与Airbnb正面交锋。　　同时，传统酒店巨头万豪、希尔顿等正在加速推广自有App直销和会员体系，试图截留原本可能流向第三方平台的流量。在中国市场，携程则是另一个有力的竞争者。根据携程财报，2025年其出境游业务增速远超行业平均水平，2026年第一季度国际版（Trip.com）的下载量和活跃用户数持续攀升。　　更重要的是，中国出境游群体仍在不断扩大，Airbnb内部数据显示，中国用户在世界杯期间的住宿预订量同比增长超过两倍，端午节假期的出境游搜索量较清明节假期翻倍。随着中国免签政策的落地，入境外籍游客数量显著攀升。这批游客来华后，或将慢慢接纳并使用携程，如同他们在海外市场依赖Booking与Airbnb一般。　　柏思齐在媒体群访中表示，Airbnb对中国作为“目的地”的重要性非常清楚，但“目前还没有特别具体的目标可以分享”。当被问及是否重启中国境内游业务时，他表示：“在采取进一步行动之前，我们会认真思考什么才是最合适的方式。”　　Dave在接受采访时提到，目前市场中，每10个人旅行，有9个人选择住酒店，1个人住Airbnb。“如果我们能转化其中1个人来住Airbnb，业务规模就会翻倍。”　　这个数学题看起来很美好，但那9个人中的大部分可能正被Booking、Expedia、万豪、希尔顿以及携程等平台，用更低的佣金、更全的房源和更多的补贴牢牢锁住。　　想要实现“翻倍目标”，Airbnb前路仍多艰。不过，Airbnb始终希望，用户使用平台出行能感觉更像一个“自己人”，而不是一个单纯的“游客”或“局外人”。（文章来源：每日经济新闻）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"hasMoreComments":false,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"isCrawlerRequest":true}