Competition for the home rental customer is intensifying with all parties trying to reach the consumer through clever campaigns.
A few weeks ago it was HomeAway's "The Whole House. The Whole Family" campaign seemingly taking a swipe at shared accommodation concepts.
Airbnb, not named in the above campaign, is undeterred releasing its own campaign this week, called 'Love this? Live There', and focusing on the uniqueness of some of the properties on its platform.
The peer-to-peer accommodation rental service has joined forces with adventurer Bear Grylls for a clip pushing a private island stay and, forthcoming Disney film the Jungle Book for a spot on treehouse rentals.
Further clips will follow in the coming months but the different tacks taken by the rental companies is interesting - family and safe perhaps versus adventurous and inspirational.
This piece sums up Airbnb's latest push well as the 'Uberization of adventure.'