The news: Airbnb added hotel bookings and other travel-related services—including car rentals, grocery delivery, and luggage storage—to its app as it looks to become the “Amazon for services,” in the words of CEO Brian Chesky.

The trend: Airbnb believes it can become a one-stop shop for the fragmented travel and living industries—an ambition it shares with Uber, which recently announced its own hotel booking capabilities alongside a personal travel concierge feature that offers curated food and sightseeing recommendations. Both companies are now also competing with TikTok, which rolled out a travel booking service built on partnerships with Booking.com, Expedia, Viator, and numerous other services.

For the three companies, the opportunity lies in capturing a larger share of a resilient market. While other discretionary categories like restaurants and apparel are under pressure, consumers are (for now) largely willing to shoulder higher travel costs. Attracting more travel bookings could also redirect ad dollars to Airbnb, Uber, and TikTok; we expect travel industry digital ad spend to rise 6.4% this year to $9.3 billion.

Implications for the travel industry: While there is a clear financial incentive for Airbnb, Uber, and TikTok to pursue the superapp route, it’s unclear if consumers will follow. Most travelers (51%) expect to use search engines as travel planning platforms this year, compared with 40% for online or app-based services, according to an October survey by Leger.

These companies also face competition from AI platforms, many of whom offer integrations with the same partners—Expedia, Booking.com, and Instacart—in addition to a broader array of features.