People LOVED Sears for a century and then when someone offered the same products some where else for cheaper in a snazzier space, Sears went down the tubes.
People thought Target was a great experience, but then free 2-day shipping and a lower price from the comfort of your home for the same products came along and now Target is struggling.
Nobody pays a more for a ticket on Priceline.com if they know they can get it cheaper on Expedia.com.
If Airbnb, owned the homes and thereby owned the experience, they'd be able to build brand loyalty. But they don't own any of those things.