The short-term rental ecosystem is getting bigger, which means many winners are set to emerge from the pack. Expect further brand-driven professionalization, more outside investment, and vendor consolidation. Those getting on board will benefit, but is a backlash in the cards?

We recently released our annual travel industry trends forecast, Skift Megatrends 2020. Download a copy of our magazine here and look for us to highlight individual trends in the coming days.

Airbnb has signaled that this will be the year that it will finally go public. Investors and vendors are jostling for position to benefit from the added spotlight this will put on alternative accommodations. Airbnb itself is also acquiring and investing in companies to ensure a positive outcome.

With the added scrutiny, 2020 promises to see clear winners emerging from this fragmented category.