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Introduction: A Lens Into Airbnb’s Strategic Pivot Airbnb’s 2025 Summer Release introduced a dramatic shift in strategy: not only lodging but services, including massage, chefs, personal trainers—and notably, photographers. On paper, it’s a savvy move. The market for on-demand visual storytelling is booming. But as with any platform pivot, the question arises: Will Airbnb's Photography Services become a high-margin, sticky offering—or fall into the graveyard of underused features? To answer that, we must examine three forces: brand positioning, market psychology, and historical context. The Brand Positioning Dilemma: From Lodging to Lifestyle Airbnb's brand equity lies in one word: belonging. “Live like a local” was its