23andMe and Airbnb announced a partnership this week that is designed to take advantage of people's interest in visiting ancestral places after getting a DNA test.
The reaction has been mixed. Laurie Garrett tweeted that "this is one of the creepier invasions of genetic privacy that I have seen."
According to Conde Nast Traveler, Airbnb will suggest a "custom mix of home rentals, plus tours and classes from Airbnb Experience" three to five weeks after people get the 23andMe results that show their genetic ancestry.
"It'll all be right on your 23AndMe online ancestry report, making it easy to start planning a trip to one—or all—of your homelands," says the magazine.