How can Expedia Group Inc. effectively use HomeAway brand to maintain its position as the market leader with Airbnb Inc. rapidly expanding their Online Travel Agency business?
by Airi Ueda
Abstract – With the rapid growth of Airbnb, the current poison of Expedia in the OTA industry has been threatened because HomeAway has its strengths and weaknesses compared to Airbnb. Airbnb had continued to expand its target market by increasing its property listings. HomeAway’s Unique selling point of lending the whole properties has no longer been the unique selling point, putting them into a competitive disadvantage. Regarding these changes that Airbnb has been making, Expedia needs to plan some strategies to encourage both hosts and guests to use HomeAway to compete with Airbnb.