While online accommodation booking sites have been mainstream for many years, the meteoric rise of online accommodation marketplace Airbnb is changing the playing field. So how does Airbnb stack up in an Australian context? In the six months to December 2015, 27.1% of Australians 14+ (or 5.3 million people) reported having heard of Airbnb. While this is a substantially lower recognition rate than more established tourism industry players such as Flight Centre and Webjet, it puts Airbnb ahead of well-known operators like STA Travel, Lastminute.com.au and Stayz. Recognition rates for Airbnb are elevated among the 25-34 and 35-49 year-old age brackets and lowest among the 65-plus demographic. Meanwhile, 7.7% of Australians say they would consider using Airbnb for their next holiday, making it the fifth-most considered travel agent/booking site after Flight Centre, Booking.com, Wotif and Webjet.com.au. Find out more.