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The hospitality industry is facing major challenges, among them the new competition from novel forms of supply in the sharing economy. Airbnb, Homeaway, and Niumba, among other websites offering accommodations, are having an important impact in the sector, changing existing conditions and the market for the traditional hospitality industry. In this context, a strategy based in differentiation can help to prevent drops in revenues and profitability. The main objective of this paper is analyse ifdoi:10.3390/su8080755 fatcat:uax4jnvjanfehgdedk765huthu