According to Del Ross, Managing Partner at Noctober Value Partners, within 18 months one of the major chains will announce a partnership that includes listing significant inventory for sale on Airbnb. While this will not drive any new long-term share gains for hotels, the first movers will be able to capitalize on travelers who are intrigued by what they’ve heard about the core Airbnb service but simply can’t pull the trigger – fleeing to the safety of the tried and true bed-bath-TV combo of a traditional hotel room. Hotel companies need to figure out which inventory they can use to test out this new channel. Assessing the potential incrementality and cost per customer of every new channel is critical, but this cannot be done without active participation and aggressive measurement. Get the full story at Skift Read also "Hoteliers will lose the Airbnb war" at Hotel News Now