It’s official: the whole world wants to catch a wave. Or so says Airbnb. This summer, the travel giant teamed up with the World Surf League to beef up its Experiences programme, a service that lets travellers book activities with local hosts. It’s the first time Airbnb has buddied up with a sports organisation and the first time it’s given any sport its own category. So, why surfing? Short answer: demand. CEO Brian Chesky says Airbnb had 170,000 stays in surf communities in 2017, up 54 per cent on 2016. But observers reckon it’s part of a broader ambition to grow beyond holiday rentals. “Expanding Experiences is part of a strategy to become what some former Airbnb executives have described as a ‘super brand of travel’,” says Deanna Ting, hospitality editor of Skift. Either way, it’s not the only company to ride the trend: high-end hotel groups are getting in on the act, including the Four Seasons Kuda Huraa in the Maldives, which now offers surf outings via seaplane. Surf’s up, indeed.