I think they can. It is pretty easy to start simply and experiment: AirBnB San Francisco. AirBnb Paris. AirBnB London. I'll give you an example. My wife is going to France with friends and we can pay money for a good experience but they are going 5-star and we can only afford 3-4 star which is where an AirBnB is also competitive. This sub-luxe market is wide open. If AirBnB isn't interested this is a YC startup for anyone who is.
Here is how it should work. When people go on vacation they want an Apple like experience where it all just works. That is what AirBnB needs to sell. The only other person who probably understands this is Richard Branson (and Disney)... call it AirBnB Concierge (or even AirBnB vacations) to blend in the AmEx style angle. It's easy peasy Chesky, make it happen.