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Airbnb's new luxury product includes concierge service

An Airbnb Luxe property in Wanaka, New Zealand.
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Airbnb unveiled Airbnb Luxe, a platform offshoot that pairs high-end homes with personalized travel-planning services.

The Airbnb Luxe collection is making its debut with 2,000 homes worldwide, including "destination" accommodations like the Fleming Villa in Jamaica, where Ian Fleming wrote his James Bond novels, and Nukutepipi, a private island located among the islands of Tahiti curated by Cirque du Soleil founder Guy Laliberte. 

In addition to properties in traditional resort markets, the platform showcases luxury homes in cities like London, Los Angeles, Milan, Paris and Austin.

Each Airbnb Luxe home must meet a stringent set of criteria with more than 300 points of inspection. These includes the evaluation of standards such as elevated and functional design, spaces that can accommodate groups and chef-grade appliances, among others. 

Airbnb Luxe properties are paired with 24/7 access to a "dedicated, highly trained trip designer" who oversees booking and check-in, coordinates local experiences and activities and arranges for services like childcare, private chefs, personal training and in-house massages. 

The Airbnb Luxe tier is positioned just above Airbnb Plus, Airbnb's collection of premium accommodations that is currently available in 300 markets. 

An Airbnb Luxe property in Provence, France.
An Airbnb Luxe property in Provence, France.

Airbnb's move into the luxury space follows the company's acquisition of high-end homesharing startup Luxury Retreats in 2017. According to Airbnb, demand for luxury properties and experiences has surged in recent years, with the company reporting that Airbnb bookings for listings of at least $1,000 per night increased more than 60% last year.

The luxury, service-driven homesharing segment has become more competitive of late. Other players in the space include Accor, whose Onefinestay brand of homes currently has around 5,000 listings, and Marriott International, which launched its Homes & Villas by Marriott International collection of curated vacation rentals with around 2,000 properties this past April.

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