If you’re a short-term rental host or property manager, knowing the top Airbnb competitors is key to reaching more guests and maximizing bookings. While Airbnb dominates the vacation rental market with over 8 million active listings and more than 5 million hosts, it’s far from the only option. Other Airbnb alternatives offer different features, guest audiences, and revenue opportunities that can complement your existing Airbnb listings.

This guide compares the best sites like Airbnb—including Vrbo, Booking.com, Expedia, Plum Guide, Homes & Villas by Marriott, and 9flats—so you can choose the right platforms for your business goals.

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Why explore Airbnb alternatives?

Many hosts ask: “Should I list my property on more than one platform?” The answer is usually yes. By diversifying beyond Airbnb, you can:

• Reach guests who prefer other booking sites.
• Target niche markets, like luxury travelers or family groups.
• Reduce reliance on a single source of bookings.
• Adapt to market changes and competition.

Airbnb market share vs. competitors

Since launching in 2008, Airbnb’s market share has grown steadily. Today, it operates in over 220 countries and holds roughly 44% of the global vacation rental market. With its global recognition, Airbnb is a top-of-mind choice for millions of travelers, but several competitors are gaining ground.

Main Airbnb alternatives

Vrbo

Why Vrbo is a major Airbnb competitor: Vrbo (“Vacation Rentals by Owner”) is the largest direct competitor to Airbnb, offering over 2 million listings across 190 countries. Founded in 1995, Vrbo was acquired by HomeAway in 2006 and later by Expedia Group in 2015.Key features for hosts:

• Focuses exclusively on entire-property rentals
• Appeals to families, groups, and higher-budget travelers
• Listing on Vrbo can increase visibility through Expedia Group’s network

Vrbo vs. Airbnb:

• Airbnb offers shared and entire homes; Vrbo only offers entire homes
• Vrbo attracts larger, often higher-end properties
• Both platforms charge host fees and offer booking management tools

Learn more about listing on Vrbo.

Booking.com

Founded in 1996 in Amsterdam, Booking.com is one of the world’s largest online travel agencies. While it began with hotels, it now offers millions of vacation rentals, apartments, and unique stays.Why consider Booking.com:

• Over 28 million accommodation listings, including 6.6 million vacation rentals
• Strong presence in Europe, with growing influence in the U.S.
• Also offers flights, car rentals, and packages, attracting diverse travelers

Booking.com vs. Airbnb:

• Airbnb focuses on short-term rentals; Booking.com is hotel-centric but expanding in vacation rentals
• Airbnb leads in the U.S., while Booking.com dominates Europe
• Booking.com’s Homestays feature directly competes with Airbnb listings

Expedia

Expedia is another major booking platform offering a wide range of travel services—flights, hotels, vacation rentals, cruises, and activities.Why Expedia is worth considering:

• Operates multiple brands: Vrbo, Hotels.com, Orbitz, Travelocity, and more
• Large international reach with millions of daily visitors
• Allows filtering for alternative accommodations

Expedia vs. Airbnb:

• Expedia’s audience skews toward hotel bookings, but vacation rentals are growing
• Less direct competition within the platform compared to Airbnb
• Listings may be spread across Expedia Group’s multiple brands

Plum Guide

Plum Guide is a curated platform for luxury vacation rentals, launched in 2015.What makes it unique:

• Only the top properties pass its strict “Plum Test”
• 30,000 listings in 30 countries, focused on high-end stays
• Physical inspections by hospitality experts

Plum Guide vs. Airbnb:

• Airbnb is open to most property types; Plum Guide focuses on the top 1–3% of homes
• Ideal for luxury hosts targeting premium travelers
• Direct competitor to Airbnb Luxe

Homes & Villas by Marriott

Homes & Villas by Marriott International blends hotel-brand trust with private accommodations.Why hosts choose it:

• Access to Marriott’s 140+ million loyalty members
• Guests can earn or redeem Marriott Bonvoy points
• Focus on premium and luxury properties

Homes & Villas vs. Airbnb:

• Works only with professional property managers, not individual hosts
• Competes with Airbnb Luxe for high-end bookings
• Strong brand loyalty advantage for attracting repeat guests

9flats

Founded in 2010, 9flats is a smaller but global Airbnb alternative.Why it’s notable:

• Over 6 million accommodations in 100+ countries
• Offers both short-term vacation rentals and medium-term leasing options
• Appeals to European travelers and urban rental markets

9flats vs. Airbnb:

• Airbnb focuses on vacation stays; 9flats targets both leisure and non-vacation renters
• Similar property types, from apartments to unique stays like igloos or treehouses

FAQs about Airbnb competitors

Is there something else other than Airbnb?

Yes. Major alternatives include Vrbo, Booking.com, Expedia, Plum Guide, Homes & Villas by Marriott, and 9flats.

Who is the biggest competitor to Airbnb?

Vrbo is generally considered the biggest competitor, with millions of listings worldwide and strong family-friendly appeal.

Is Airbnb an oversaturated market?

Not overall. While some cities are highly competitive, there’s still opportunity for hosts—especially when using multiple platforms.

Key takeaways: finding the best Airbnb alternative sites

Airbnb remains a leader in short-term rentals, but spreading your listings across multiple Airbnb competitors can boost bookings, reach new markets, and reduce dependency on a single platform.

• • Use Vrbo to reach families and larger group travelers.
  • Leverage Booking.com and Expedia for global exposure.

• Target luxury guests via Plum Guide or Homes & Villas by Marriott.
• Consider 9flats for European and medium-term rental demand.

For maximum efficiency, connect all platforms with a vacation rental channel manager to sync calendars, avoid double bookings, and manage messages from one dashboard.

Don't see the form to download our Airbnb rental agreement? Click here.