Accommodation rental specialist Wimdu attributes a fourfold increase in revenue in the past quarter to the increasingly mass market appeal of the concept.
Monthly revenue now totals more than €5 million according to a statement and global boss Arne Bleckwenn says the private accommodation model has crossed its tipping point.
"It's word of mouth and at a level that it's not just innovative travel people saying they are going to try it but normal people seeing the value proposition is so much better than a hotel. It shows the social travel phenomenon is going to sky-rocket."
Bleckwenn believes the current revenue growth levels will continue with the company anticipating revenue of €100 million for 2012.
Some have questioned whether these new person-to-person intermediary models should be included in existing legislation protecting consumers and product owners (see comments) but, Bleckwenn believes there might have to be some sort of standardisation.
"People love this kind of service and want to use it. It's important that we support innovation and don't destroy it. There are several million travelling via Wimdu alone so you can't stop it. It's interesting because governments want to have start-ups and need to be careful with over-regulation."
Wimdu says it now has more than 50,000 properties in 100 countries and is focused on becoming a global player.