Sure. Unless, let's say, a company that's already used by travelers to book travel options enters the space and/or syndicates the data to hotel search engines in addition to their own website. If I can find both hotels and apartments in hotels.com, why do you think I'd use airbnb? (Assuming apartment owners don't mind listing their space in multiple sites - which is a hard problem to solve but not an impossible one. It has less churn on the supply side compared to, let's say, Uber)