Airbnb (NASDAQ:ABNB) has long been recognized as one of the tourism industry’s most disruptive forces, but are customers finally beginning to turn their backs on the company’s convoluted pricing structures?

When announcing its second-quarter earnings, Airbnb pointed to weakening demand among US customers as a leading cause behind a sales slowdown on the platform.

To compound the homestay marketplace’s troubles, residents in Hungary’s capital city Budapest recently voted to ban firms like Airbnb to stop the impact that short-term rentals are having on local housing shortages.

Should more global cities follow Budapest’s lead, Airbnb could lose significant ground on traditional hotels in offering competitively priced stays throughout a number of popular holiday destinations.

Moving into September 2024, Airbnb’s year-to-date performance had fallen 14.5%. In an ominous sign, Airbnb CEO and chairman Brian Chesky sold $27.7 million worth of shares in a pre-arranged trade in September.

With Airbnb’s challenges mounting, the stock has arrived at a crossroads in determining its longevity. Could we see how the innovative marketplace overcomes its problems? Or is the stock’s status as the tourism industry’s biggest disruptor over?

Learning from Q2 2024 Results

Airbnb’s challenges were laid bare in the company’s Q2 2024 results, which saw earnings per share (EPS) miss expectations by 5.7%. Weighing in at $0.87, the stock’s EPS was down significantly on the $1.02 recorded in Q2 2023.

Despite this, revenue climbed 11% to $2.75 billion, which offers some solace in an industry that’s been heavily impacted by the uneven impact of the pandemic throughout the beginning of the decade.

However, Airbnb’s net income of $555 million came in 15% lower than Q2 2023, and its profit margin fell from 26% to 20% year-over-year.

Despite forecasts suggesting that Airbnb’s revenue is expected to grow 10% per annum at a rate that outpaces that of the hospitality industry by 0.4% in the United States, there are clear signs of stress for a stock that’s struggled to secure momentum since going public in December 2020.

Fees Drive Customers Away

While Airbnb was once a major disruptor for the travel and tourism sector, the opportunistic pricing structures among hosts appear to be eating into the appeal of homestays for consumers.

One key problem revolves around hidden costs like cleaning fees, which some hosts have implemented to lure customers into checking out their property before seeing the full cost of their stay. According to one recent Business Insider article, hosts have been known to charge up to $400 for cleaning fees, making many homestays more expensive than local hotels.

According to one travel website owner, Michael Rozenblit, the paradoxical fees charged among hosts for cleaning services while often instructing guests to take out the trash and strip the bedding are undermining the platform as a whole.

The issue of exploitative fees has long been on Airbnb’s radar, and attempts to implement a more transparent pricing structure could help to restore some faith in the platform. However, it appears that the app’s days as a low-cost alternative to hotel stays are over.

Can AirBnb Recover?

Airbnb’s attempt to overcome the challenges of the more expensive pricing strategies of its hosts is to embrace higher costs by building a fresh focus on experience-oriented homestays.

In recent years, we’ve seen Airbnb’s marketing move consciously towards experience, rather than budget-focused homestays.

2023 saw the Barbie Dreamhouse added to Airbnb’s listings with a ballot added to the site for fans to win a free overnight stay. Ahead of the 2024 Olympics, Paris’s Musée d’Orsay was added to the site as a place to stay during the Opening Ceremony.

The stock also has many advantages that could support a stock market recovery, especially due to its operating model.

“Airbnb has consistently generated positive operating profit since 2021 thanks to its lower-cost asset-based business model that requires minimal capital expenditure,” explained Maxim Manturov, head of investment research at Freedom24.

“This has led to sustainable free cash flow (FCF): last quarter, the company produced a free cash flow of $1.9 billion. This financial discipline reduces the need to raise external capital, proving the effectiveness of its business model.”

Recent weeks have also shown signs of an Airbnb rebound off the back of the Federal Reserve’s plans for upcoming rate cuts. With the stock climbing almost 15% over two weeks between the 6th and 20th of September, it’s worth remembering that the aforementioned challenges within Airbnb’s US user base have been compounded by a squeeze on consumer spending power.

Challenges Remain

Airbnb has been proactive in addressing its challenges to date, and its conscious push towards an experience-based model illustrates that the stock could have a future even as hosts push up prices on the platform.

Despite this, high fees and backlashes over the impact of hosts on local housing markets mean that the future won’t be smooth sailing for Airbnb. However, with a sustainable business model and its status as a homestay innovator, the platform’s recent turbulence may be short-lived.