Darren Huston, chief executive of the hotel accommodation giant, claimed there is pent up demand for quality holiday rental properties and a booking platform that provides good service and reassurance. He said as well as meeting customer demand Booking.com's entry into the market could persuade people to acquire accommodation to rent knowing there is a reputable and reliable company to sell it. "If you know it's being done well and someone solid is standing behind it, it makes the concept of owning something a lot more positive for people. Generally villas are an upgrade but it's been an area that's painful to book. If it's made easier it can literally open up the industry," he said. Get the full story at Travolution Related Link: villas.com