Core Insights - Airbnb has launched a new product strategy centered around "beyond accommodation," introducing "Airbnb Services" and "Airbnb Experiences" to enhance travelers' experiences from "staying well" to "playing deeply" [1][3] - The summer product release aims to redefine Airbnb's offerings from booking "accommodation" to booking "entire journeys," optimizing travel quality for Chinese travelers seeking authentic experiences [1][3] Group 1: User Preferences and Trends - Over 80% of Chinese respondents expressed a desire to add services when booking accommodations, with Gen Z and family users showing particularly strong demand for services like private dining, photography, and spa treatments [3] - Nearly 95% of Chinese users book experience projects while traveling, with 60% prioritizing "authenticity" as a key standard [3] Group 2: Travel Trends and Insights - The trend for summer outbound travel shows a more than 200% year-on-year increase in search interest among Chinese users, with the Asia-Pacific region, especially Japan and South Korea, experiencing over 300% growth [3] - Four key trends highlight the demand for deep travel experiences: Bologna, Italy, saw a 20-fold increase in search volume; the Setouchi Art Festival in Japan led to a 3-fold increase in Takamatsu's search interest; K-pop concerts drove a surge in searches for Incheon and Goyang; and searches for Japan's Kumano Kodo hiking and Sardinia's water sports grew nearly 4 times and 6 times, respectively [3] Group 3: Strategic Vision - Airbnb aims to create a "comprehensive travel ecosystem," allowing users to feel at home no matter where they are, further integrating into their lifestyles [3]