Airbnb's 12-Star Framework

A framework created by Airbnb to imagine increasingly better customer experiences, pushing teams to think beyond conventional service levels and dream bigger.

Core Concept

• Product is not just the website, but the entire guest experience
• Forces teams to define experiences from terrible (1-star) to magical (12-star)
• Goal is to "blow the roof off" conventional thinking about service levels
• Even if 12-star service isn't achievable, elements can inspire actual product improvements

Experience Levels Breakdown

1-Star Experience:

• Double-charged credit card
• No host communication
• Place looks nothing like photos
• Dirty conditions, cockroaches

5-Star Experience:

• Easy website booking
• Keys in lockbox
• Matches photos exactly
• Welcome amenities (wine/chocolate)

7-Star Experience:

• Airport pickup service
• Personalized neighborhood guide
• Guided check-in experience

12-Star Experience:

• Most magical possible scenario
• Could include private planes
• Complete end-to-end luxury service
• Personalized experiences

Real World Implementation Examples

• Airbnb Experiences

  • Local-guided activities
  • Wine tastings
  • Authentic local experiences
  • Non-corporate tour options

• Photography Improvements

  • Better quality listing photos
  • Professional photography services

• Pre-COVID Plans

  • Considered building/offering airline service
  • Would have provided complete travel experience
  • Paused due to pandemic

Framework Application Tips

• Works for any business, not just hospitality
• Start with basic experience, gradually push boundaries
• Focus on moments between moments
• Use insights to improve actual product offerings
• Translate magical elements into achievable improvements