Airbnb has its sights set on global domination. In earnings calls this year, its cofounder and CEO, Brian Chesky, mapped out what he sees as the short-term-rental giant's biggest expansion markets: Mexico and Brazil in the Americas; in Asia, Japan, India, South Korea, and China, for Chinese residents looking to travel outside the country; and further into Germany, Italy, and Spain in Europe, where it already has a stronghold.

What's connecting these scattered countries? Dave Stephenson, the chief business officer at Airbnb, says they're all places where the company's footprint is small compared to the amount of money people spend on travel there. The company is working on ways "to show up locally relevant," he says, "so that people think of why it's better to travel on Airbnb." Stephenson maintains that Airbnb, despite its name recognition, has a smaller footprint than hotels. The company says it has 8 million active listings globally, compared to, by one estimate, some 17 million hotel rooms. Airbnb aims to close that gap, continent by continent.

There's something else tying this far-flung strategy together: Airbnb is looking for new frontiers at a time when cities around the world are cracking down on the company and other short-term rental platforms, largely in response to complaints that short-term rentals draw (often unruly) tourists and displace locals. Barcelona, which has an estimated 20,000 Airbnb listings, has said it will ban all short-term rentals by 2028. Málaga will stop giving out new short-term-rental permits in dozens of neighborhoods. New York enacted a law in 2023 that wiped nearly all short-term rentals off the map. Other cities, like London and Paris, have been enforcing strict limits on the number of nights each year that a property can be listed for short-term renting.

For Airbnb, terra incognita looks more appealing as some of its terra firma becomes less firm.

When Airbnb was new and growing rapidly in the 2010s, there was little regulation on short-term rentals. Many did not anticipate how homeowners, and even renters, would turn Airbnb into overnight miniature business empires. But complaints mounted over the years. Residents reported that short-term renters often had parties that brought trash, noise, and general chaos to buildings and neighborhoods, even after the company barred guests from hosting large gatherings. Locals also blamed the lucrative rentals for pushing up housing prices. Housing costs are influenced by many factors, but in 2020, researchers found that Airbnb growth in the median ZIP code accounted for an increase of $9 in monthly rent and $1,800 in home prices, making up one-fifth of rent growth and one-seventh of property value increases. A report by the New York City comptroller found that between 2009 and 2016, 9.2% of the jump in rental rates could be tied to Airbnb.

At this point, dozens of local governments around the world have enacted laws regulating short-term rentals that are bespoke to their cities. This gives places where Airbnb is looking to expand the advantage of seeing how various regulations have started to affect housing availability elsewhere, should they want to move proactively. "Even though those places that Airbnb could be pushing into may not have a [regulatory] framework, there's at least these examples where governments have recognized the need to protect housing and implemented successful ways of regulating it," says Murray Cox, founder of Inside Airbnb, which scrapes Airbnb data to show its footprint in cities around the world. Cities could take approaches from other playbooks, such as requiring Airbnb to share data with local officials, zoning short-term rentals to more commercial neighborhoods, or allowing hosts to rent out primary residences a limited number of nights a year.

For Airbnb, the patchwork regulation around the world is both "a problem and an opportunity," says Cox. If rentals are curtailed in Paris, the company could look to expand to nearby cities or rural parts of France where there are fewer regulations. For Airbnb, that might mean moving into new countries. "They either can't grow or they're declining in cities or some parts" of their core markets, Cox says. "The only way that they can either maintain their revenues or grow is to push into other markets."

Airbnb isn't opposed to rules outright. If regulations are in place before the company expands to a new market, it could make the process simpler for hosts and guests and spare Airbnb from having to pivot and wipe tens of thousands of listings from its platform in one swoop after a new law passes. "We really do welcome sensible regulation," Stephenson tells me. "In a sensible, reasonable way, it works quite well." Airbnb is still pushing back against what it believes are overreaching regulations, like those in New York City. And despite the regulations, Airbnb is growing. Its revenue is up 10% year over year, and the number of nights booked grew, along with experiences, which include activities provided by local businesses and tour guides, by 8%.

But Airbnb's challenges don't stop at the regulations. It must also get people around the world to buy in. "Each country is going to have its own dynamics," Jamie Lane, the senior vice president of analytics and chief economist at AirDNA, tells me. In some countries, hosting strangers in your home wouldn't be culturally acceptable. Lane also says there are local competitors to Airbnb in some places "that have been impactful and made it hard for them to compete."

Those challenges are partially why Airbnb pulled out of hosting in China in 2022, wiping out 150,000 listings there. For one, the country's strict travel regulations around COVID-19 lasted longer than measures taken by most other nations, which created a drag on travel bookings. But Airbnb struggled to compete with Chinese companies offering short-term rentals long before that. The homegrown alternatives there included Tujia, which was designed to attract Chinese travelers specifically by anticipating peak travel times and rates, Melissa Yang, the company's cofounder, told CNN several years ago.

Chesky is more confident that Airbnb can win over the hearts and minds of the masses anywhere it goes. "Airbnb pretty much resonates pretty equally everywhere once there's the awareness," he told investors in a call earlier this year. "In fact, I could argue that Airbnb might resonate better in Asia because there's a younger travel population that's not predisposed to hotels, and they're on social media. And we are disproportionately on social media versus our competitors. So I'm very, very bullish about that."

While the company isn't telegraphing its expansion strategy in every country, one of its most obvious moves began in Japan this fall. Airbnb ran an ad in English last year promoting travel in Kyoto, but it ramped up its Japanese ads in October. It's looking to court young Japanese travelers who want to take weekend trips, showing photos of a family traveling to a sleek, modern cabin in a wooded area, where they sing karaoke. Stephenson says Airbnb has also learned that local travelers want proximity to onsens, Japanese hot springs and bathing facilities, so listings there now show nearby onsens.

Elsewhere, Airbnb has been implementing payment methods preferred by locals. The company recently added KaKao Pay in South Korea and Vipps in Norway, among dozens of other options. It may seem like a small step, but Airbnb thinks meeting people where and how they pay will make the service more appealing.

Researchers are closely watching Airbnb's ongoing spread. Bianca Tavolari, a researcher and member of the advisory board of the Global Observatory of Short-Term Rentals, a group of Latin American organizations focused on housing, says Brazil has lagged in regulating short-term rentals, though a court ruled last year that hosts must have explicit consent from property owners to list apartments or condos as short-term rentals. Airbnb shares some tourism trend information with local officials through its city portal, but researchers like Tavolari still have questions about Airbnb's full impact. "We are in the dark," she tells me. Yet "cities are seeing it as a great opportunity," particularly those that depend heavily on tourism dollars, she says, and thinking less about the long-term costs to residents.

Cox says he's "hopeful that some of these locations that Airbnb is planning to push to have already started thinking about" how they'll handle its growth. If Chesky's hypothesis is right, Airbnb could continue to spread rapidly once people in other parts of the world get used to couch surfing or navigating a hidden lockbox to let themselves into their rentals. Cities should be ready before more tourists start packing their bags.

Amanda Hoover is a senior correspondent at Business Insider covering the tech industry. She writes about the biggest tech companies and trends.