Airbnb and OTA platforms have been blurring the lines between hotels and homesharingand Marriott is certainly not the first hotel group to dip its toes in the rental space; AccorHotels’ Onefinestay rental platforms has been well underway.

But thanks to its large footprint and extensive content, Airbnb drives more traffic to its site than hotel brands. If hotels want to compete head-to-head with veteran homesharing platforms, they need to step up their digital marketing strategies.

Related: Marriott launching vacation rental platform