{
 "company": "airbnb",
 "as_of": "2026-09-25",
 "choices": [
  {
   "id": "airbnb-p01",
   "business": "Stays",
   "category": "product",
   "dimension": "First offer",
   "statement": "The founders rented air mattresses in their San Francisco apartment to visitors of a design conference whose hotels were full.",
   "event_date": "2007",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB1"
   ]
  },
  {
   "id": "airbnb-p02",
   "business": "Stays",
   "category": "product",
   "dimension": "Transaction design",
   "statement": "Anyone with space could post a room with a price; travelers reserved and paid through the site, and hosts added photos of themselves and the place.",
   "event_date": "2008-08",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB21"
   ]
  },
  {
   "id": "airbnb-p03",
   "business": "Stays",
   "category": "product",
   "dimension": "Scope beyond air mattresses",
   "statement": "Denver convention listings ran from a $20 airbed to a $3,000 whole house; San Francisco prices ranged from $10 to $175 a night.",
   "event_date": "2008-08",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB21"
   ]
  },
  {
   "id": "airbnb-g01",
   "business": "Stays",
   "category": "go_to_market",
   "dimension": "Event launch",
   "statement": "For the Democratic National Convention in Denver, where hotels had sold out, more than 600 people booked through the site and 50 to 100 new listings appeared a day.",
   "event_date": "2008-08",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB21"
   ]
  },
  {
   "id": "airbnb-g02",
   "business": "Stays",
   "category": "go_to_market",
   "dimension": "Press seeding",
   "statement": "The founders pitched bloggers and promoted Obama O's cereal around Denver; Chesky: 'All we did was become part of the story.'",
   "event_date": "2008-08",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "AB33"
   ]
  },
  {
   "id": "airbnb-p05",
   "business": "Stays",
   "category": "product",
   "dimension": "Photography by hand, then by hire",
   "statement": "Chesky: the founders photographed homes until it was painful, then brought in other photographers.",
   "event_date": "2009",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "AB9"
   ]
  },
  {
   "id": "airbnb-g03",
   "business": "Stays",
   "category": "go_to_market",
   "dimension": "Market focus",
   "statement": "At Y Combinator, searches showed demand was strongest in New York, so the founders focused on New York and visited hosts in person.",
   "event_date": "2009",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "AB7"
   ]
  },
  {
   "id": "airbnb-g05",
   "business": "Stays",
   "category": "go_to_market",
   "dimension": "Craigslist emails",
   "statement": "From late 2009, people who posted rentals on Craigslist in some cities received emails promoting Airbnb.",
   "event_date": "2009",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB15"
   ]
  },
  {
   "id": "airbnb-p04",
   "business": "Stays",
   "category": "product",
   "dimension": "Listing photographs",
   "statement": "Joe Gebbia and Brian Chesky rented a professional camera and photographed New York hosts' homes themselves.",
   "event_date": "2009-02",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "AB7"
   ]
  },
  {
   "id": "airbnb-g04",
   "business": "Stays",
   "category": "go_to_market",
   "dimension": "Early revenue",
   "statement": "Weekly fees were $460, $897 and $1,428 in the first three weeks of February 2009, against a $4,000-a-month ramen goal.",
   "event_date": "2009-02",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "AB7"
   ]
  },
  {
   "id": "airbnb-p06",
   "business": "Stays",
   "category": "product",
   "dimension": "Photo Service",
   "statement": "A formal photography pilot began in summer 2010; by October 2011 about 1,000 contract photographers had shot 13,000 homes in 383 cities, and those listings were booked 2.5 times as often.",
   "event_date": "2010",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB16"
   ]
  },
  {
   "id": "airbnb-g06",
   "business": "Stays",
   "category": "go_to_market",
   "dimension": "Craigslist cross-posting",
   "statement": "Hosts could cross-post a listing to Craigslist in one click, told that reposting added $500 a month on average; Chesky credits adviser Michael Seibel with the idea, and the tool was removed in 2012 after Craigslist objected.",
   "event_date": "2010",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "AB15"
   ]
  },
  {
   "id": "airbnb-g09",
   "business": "Stays",
   "category": "go_to_market",
   "dimension": "Clone offer refused",
   "statement": "After meeting the Samwers in Berlin, Chesky declined to buy Wimdu and hired more than a dozen country managers, each given an Airbnb-in-a-box kit.",
   "event_date": "2011",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "AB25"
   ]
  },
  {
   "id": "airbnb-g07",
   "business": "Stays",
   "category": "go_to_market",
   "dimension": "Host warning",
   "statement": "Airbnb emailed more than 100,000 hosts warning that clone sites were soliciting them.",
   "event_date": "2011-06",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB18"
   ]
  },
  {
   "id": "airbnb-g08",
   "business": "Stays",
   "category": "go_to_market",
   "dimension": "Germany entry",
   "statement": "Airbnb bought the German site Accoleo and opened its first European office in Hamburg under Accoleo's founder.",
   "event_date": "2011-06",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB17"
   ]
  },
  {
   "id": "airbnb-p08",
   "business": "Stays",
   "category": "product",
   "dimension": "Host Guarantee",
   "statement": "From August 15, 2011 a Host Guarantee covered loss or damage from guest theft or vandalism up to $50,000, backdated to earlier claims.",
   "event_date": "2011-08",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB20"
   ]
  },
  {
   "id": "airbnb-p09",
   "business": "Stays",
   "category": "product",
   "dimension": "Trust and safety line",
   "statement": "Chesky: alongside the guarantee the company opened a 24/7 trust and safety line; the guarantee's draft figure of $5,000 became $50,000 at Marc Andreessen's suggestion.",
   "event_date": "2011-08",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "AB25"
   ]
  },
  {
   "id": "airbnb-g10",
   "business": "Stays",
   "category": "go_to_market",
   "dimension": "International build-out",
   "statement": "Within about three months Golden bought top-level domains for nine countries, assembled a translation team and cut page load times; offices opened in eight European cities.",
   "event_date": "2011-09",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "AB28"
   ]
  },
  {
   "id": "airbnb-p07",
   "business": "Stays",
   "category": "product",
   "dimension": "Verified Photo ribbon",
   "statement": "Professionally photographed listings carried an Airbnb Verified Photo ribbon to show the place was real.",
   "event_date": "2011-10",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB16"
   ]
  },
  {
   "id": "airbnb-p10",
   "business": "Stays",
   "category": "product",
   "dimension": "Guarantee raised",
   "statement": "Golden found a London underwriter that raised Host Guarantee cover to $1 million a few months after launch.",
   "event_date": "2012",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "AB28"
   ]
  },
  {
   "id": "airbnb-g12",
   "business": "Stays",
   "category": "go_to_market",
   "dimension": "UK supply",
   "statement": "Airbnb bought Crashpadder to seed supply in the United Kingdom.",
   "event_date": "2012",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "AB28"
   ]
  },
  {
   "id": "airbnb-g13",
   "business": "Stays",
   "category": "go_to_market",
   "dimension": "Market threshold",
   "statement": "About 300 listings, 100 of them reviewed, marked the point a market's growth took off; staff reached it with host meetups, outreach inviting guests to host and employee trips to unreviewed listings.",
   "event_date": "2012",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "AB28"
   ]
  },
  {
   "id": "airbnb-g11",
   "business": "Stays",
   "category": "go_to_market",
   "dimension": "European launch",
   "statement": "Airbnb launched officially in Europe with a press campaign offering the Country of Liechtenstein for rent.",
   "event_date": "2012-01",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "AB28"
   ]
  },
  {
   "id": "airbnb-p11",
   "business": "Stays",
   "category": "product",
   "dimension": "Verified ID",
   "statement": "Verified ID linked accounts to a scanned identity document or identity questions plus online profiles; a random quarter of US users had to verify before booking, and hosts could require it.",
   "event_date": "2013-04",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB27"
   ]
  },
  {
   "id": "airbnb-p13",
   "business": "Stays",
   "category": "product",
   "dimension": "Instant Book",
   "statement": "After finding guests left when hosts did not reply, Golden's team revived Instant Book with Verified ID and new calendar tools; 2 million listings used it two and a half years later and booking conversion rose more than 60%.",
   "event_date": "2014",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "AB28"
   ]
  },
  {
   "id": "airbnb-p12",
   "business": "Stays",
   "category": "product",
   "dimension": "Double-blind reviews",
   "statement": "Host and guest reviews were revealed together only after both had written them, and the review window was cut from 30 to 14 days.",
   "event_date": "2014-07",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB34"
   ]
  },
  {
   "id": "airbnb-p15",
   "business": "Stays",
   "category": "product",
   "dimension": "Cuba payments",
   "statement": "A temporary team built payments and operating arrangements to open Cuba.",
   "event_date": "2015",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "AB12"
   ]
  },
  {
   "id": "airbnb-p14",
   "business": "Stays",
   "category": "product",
   "dimension": "Reputation and messaging design",
   "statement": "Gebbia: a well-designed reputation system builds trust, and the request message box was sized to draw out a medium-length introduction, which hosts accepted more often.",
   "event_date": "2016-05",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "AB26"
   ]
  },
  {
   "id": "airbnb-p16",
   "business": "Stays",
   "category": "product",
   "dimension": "Trips and Experiences",
   "statement": "Trips added about 500 Experiences in 12 cities alongside homes.",
   "event_date": "2016-11",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB31"
   ]
  },
  {
   "id": "airbnb-g15",
   "business": "Stays",
   "category": "go_to_market",
   "dimension": "Self-recruiting supply",
   "statement": "In 2019, 79% of hosts signed up directly and 23% of new hosts had first been guests.",
   "event_date": "2019",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB1"
   ]
  },
  {
   "id": "airbnb-g16",
   "business": "Stays",
   "category": "go_to_market",
   "dimension": "Repeat guests",
   "statement": "69% of 2019 revenue came from stays by guests with a prior booking.",
   "event_date": "2019",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB1"
   ]
  },
  {
   "id": "airbnb-g14",
   "business": "Stays",
   "category": "go_to_market",
   "dimension": "Host referrals",
   "statement": "Rachitsky: the host referral program became the most efficient source of new supply; staff activated about 100 listings in a new market before driving demand there.",
   "event_date": "2019-06",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "AB29"
   ]
  },
  {
   "id": "airbnb-g19",
   "business": "Stays",
   "category": "go_to_market",
   "dimension": "Pandemic response",
   "statement": "Chesky: after 80% of the business vanished in eight weeks, guests were refunded, $2 billion was borrowed and the company leaned into longer and domestic stays; nearly a quarter of nights booked were a month or longer.",
   "event_date": "2020",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "AB25"
   ]
  },
  {
   "id": "airbnb-p17",
   "business": "Stays",
   "category": "product",
   "dimension": "Adjacent projects cut",
   "statement": "Chesky cut investment in transportation, studios, hotels and luxury to refocus on hosts.",
   "event_date": "2020-05",
   "date_precision": "month",
   "evidence_kind": "participant_account",
   "sources": [
    "AB2"
   ]
  },
  {
   "id": "airbnb-g17",
   "business": "Stays",
   "category": "go_to_market",
   "dimension": "Direct demand",
   "statement": "About 91% of traffic in the first nine months of 2020 came directly or through unpaid channels.",
   "event_date": "2020-09",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB1"
   ]
  },
  {
   "id": "airbnb-g18",
   "business": "Stays",
   "category": "go_to_market",
   "dimension": "Brand over performance marketing",
   "statement": "The filing set out a strategy to raise brand marketing and cut performance marketing relative to 2019.",
   "event_date": "2020-11",
   "date_precision": "month",
   "evidence_kind": "company_described_offering",
   "sources": [
    "AB11"
   ]
  },
  {
   "id": "airbnb-p18",
   "business": "Stays",
   "category": "product",
   "dimension": "Services and Experiences",
   "statement": "Airbnb launched Services and relaunched Experiences in May 2025.",
   "event_date": "2025-05",
   "date_precision": "month",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "AB4"
   ]
  },
  {
   "id": "airbnb-p19",
   "business": "Stays",
   "category": "product",
   "dimension": "Booking terms",
   "statement": "Reserve Now, Pay Later and new cancellation policies were extended in late 2025 and early 2026.",
   "event_date": "2026-02",
   "date_precision": "month",
   "evidence_kind": "company_described_offering",
   "sources": [
    "AB5"
   ]
  }
 ]
}