12-Star Experience Framework

Brian Chesky's 12-Star Experience framework helps teams think beyond conventional service levels to discover new product opportunities and enhanced customer experiences.

Core Exercise Structure

• Start with defining basic service levels (1-5 stars)

  • 1-star: Worst possible experience (locked out, cockroaches, can't get in)
  • 5-star: Standard great experience
    • Easy check-in
    • Place matches photos
    • Everything works
    • Nice gift basket

• Push beyond conventional limits (7-12 stars)

  • 7-star: Enhanced hospitality
    • Airport pickup
    • Personalized welcome sign
  • Higher stars (9-12): Extreme personalization
    • Planned adventures
    • Local expert experiences
    • Customized activities

Framework Benefits

• Forces teams to think beyond conventional limits
• Helps discover new product opportunities
  • Led to creation of Airbnb Experiences
  • Expanded beyond just "place to stay" mentality
• Encourages vivid, detailed experience mapping
• Challenges assumptions about service limitations

Key Principles

• Start with basic expectations
• Progressively push boundaries
• Be specific and detailed in descriptions
• Use framework to identify new business opportunities
• Transform theoretical experiences into actual products/services

This framework helped Airbnb evolve from a simple accommodation platform to a comprehensive travel experience company.