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eMarketer Lowers Airbnb’s Share as Competition Heats Up

Share of US adult users will drop below 75% and continue declining

December 18, 2019 (New York, NY) – Competition in the home-sharing space is becoming even more fierce.  While Airbnb is still the top website for shared lodging accommodations, its share is shrinking as traditional travel sites expand offerings beyond hotels.  In its latest forecast of US sharing economy users, eMarketer has lowered its share projections for Airbnb, even as the company’s user base continues to increase.

This year, Airbnb will grow its US adult user base by 9.6% to 42.1 million.  Yet even as its user base grows, it will capture a declining 73.0% of home sharing website users in 2019.  This is the first time its share will drop below three-quarters.  By 2023, its share will drop to 69.5%, but will still retain its market dominance.


Online travel agencies (OTAs) like and—both owned by Booking Holdings—are adding home sharing to their traditional hotel offerings.  Listings for homes, condos and apartments on Booking Holdings’s sites grew from 500,000 to 2.1 million between December 2016 and Q3 2019 (according to company financial reports), an increase of over 250%.

“Booking Holdings has prioritized growing its alternative accommodations business in recent years, with increasing success,” said eMarketer forecasting director Shelleen Shum.  “Booking Holdings has one key advantage over Airbnb—the ability for users to research and compare accommodations among hotels and private homes.  Plus, users can book instantly without asking about availability.”

By the end of 2019, the US home-sharing category will grow 12.6% to a higher-than-expected 57.7 million adult users, as OTAs drive overall growth by adding more shared lodging options.

“Home rentals are appealing to large groups and families with kids, and we expect this space to continue to grow at double-digit rates through 2019,” Shum said.



eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.


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Posted on December 18, 2019.