Marriott International last month launched a six-month London homesharing pilot called Tribute Portfolio Homes.

At the company’s first quarter earnings call this week, CEO Arne Sorenson outlined why the time is right for Marriott to enter the market dominated by Airbnb, HomeAway and others now there are regulations in many cities worldwide, legalising homesharing.

In London there is a limit of 90 days a year an entire home can be rented, and if the trial is a success, the company is looking to focus on the higher end of the market “where branding can make a difference”.

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