Over the past decade, private accommodation has undergone a period of unprecedented innovation and change. Not long ago, rentals were synonymous with week-long vacations to beach or mountain destinations. Traditional vacation rental was considered an alternative accommodation option, used by a small minority of travelers, and the segment lagged the broader travel industry in technology adoption and online distribution.

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Interesting comments on the focus on traditional VR by the OTA's. It's going to be marketing clout and brand trust vs price and personality!

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