In a move that underscores Airbnb’s growing ambition to shape the future of travel, the company has appointed Rebecca Van Dyck as its new Chief Marketing Officer, as Hiroki Asai transitions into the newly defined role of Chief Experience Officer. This evolution in leadership signals Airbnb’s deepening focus not just on where people stay but how they connect, explore, and experience the world.
Van Dyck brings with her a formidable track record, having held senior roles at Meta, Apple, and Levi’s, where she helped shape some of the most recognized and emotionally resonant brands of our time. At Airbnb, she will oversee global marketing, research, and creative teams, stewarding the brand’s next chapter as it expands beyond its home-sharing origins. With a reputation for crafting iconic narratives rooted in human insight, Van Dyck’s appointment is a decisive move to amplify Airbnb’s voice in a market increasingly driven by experience, meaning, and connection.
Meanwhile, Hiroki Asai, who has been instrumental in shaping Airbnb’s brand and design language, will now deepen his impact by leading product experience and innovation as Chief Experience Officer. His focus will center on enhancing the full journey for both guests and hosts ensuring that every interaction within the Airbnb ecosystem feels intuitive, seamless, and deeply personal.
This transition comes at a pivotal moment. Airbnb is rapidly evolving, with recent launches including Airbnb Services, new Experiences, a redesigned app, and an exciting music partnership with Live Nation initiatives that reflect its bold intent to be more than a booking platform. The mission is clear: to become a holistic travel company, where every aspect of a trip, from stay to storytelling, feels thoughtfully designed and emotionally resonant.
As the boundaries between product and brand continue to blur, Airbnb is placing seasoned leaders exactly where they can drive the most impact. In Van Dyck and Asai, the company now has a dynamic duo one elevating the global brand narrative, the other crafting the end-to-end experience. It’s a strategy rooted not just in scale, but in soul, reinforcing Airbnb’s belief that the future of travel is built on human moments, shared stories, and the power of belonging.
