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What is 9flats?

Updated 2026-07-23

9flats was an online marketplace for short-term private rentals, founded in Hamburg, Germany, in 2011. Positioned as a European alternative to Airbnb, it allowed individuals to rent out their spare rooms, apartments, or entire homes to travelers.

The platform was a notable player in the early days of the sharing economy, competing directly with other startups like Wimdu. Its operations were eventually absorbed after being acquired by TripAdvisor's vacation rental arm, FlipKey, in 2016.

This acquisition was indicative of the market consolidation that occurred as the industry matured, with larger global players acquiring regional competitors.

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How it works

The platform operated on a model common to most online travel agencies (OTAs). Property owners or hosts listed their spaces for free, setting their own prices, availability, and house rules.

Guests could then search for accommodations based on location, price, and other criteria, and book directly through the website. 9flats facilitated the transaction and communication, charging a service fee to both the guest and the host on each successful booking. This dual commission structure was a standard revenue model for peer-to-peer rental platforms at the time.

Why it matters

For property managers, the story of 9flats serves as a key case study in the evolution of the online travel agency landscape. It highlights the rapid rise and consolidation of the market in the early 2010s.

Its existence demonstrated the initial viability of regional competitors, while its acquisition by a global giant like TripAdvisor underscores the immense competitive pressure that favored larger platforms. Understanding this history provides context for current vacation rental marketing strategies.

Examples

  • Airbnb
  • Wimdu
  • HomeAway
  • FlipKey

Frequently asked questions

What happened to the 9flats website?+
After its acquisition by TripAdvisor's FlipKey in 2016, the 9flats platform and its listings were gradually integrated into the TripAdvisor Rentals ecosystem. The original 9flats.com domain eventually ceased to operate as a standalone booking site. This merger was part of a broader strategy by TripAdvisor to consolidate its various vacation rental brands and expand its inventory to better compete with other major players in the market.
Was 9flats a major competitor to Airbnb?+
In its early years, particularly between 2011 and 2014, 9flats was considered a significant competitor to Airbnb within the German and broader European markets. Along with Wimdu, it was part of a wave of European startups aiming to capture the peer-to-peer rental trend. However, it never achieved the global scale, brand recognition, or funding that allowed Airbnb to eventually dominate the market, leading to its acquisition.
How did 9flats differ from Wimdu?+
Both 9flats and Wimdu were German-based Airbnb competitors launched around the same time. The main difference was their backing and strategy. Wimdu was a product of the venture builder Rocket Internet, known for aggressively scaling clones of successful US companies. 9flats was founded independently by entrepreneur Stephan Uhrenbacher. While their business models were nearly identical, their corporate structures and growth philosophies differed, reflecting different approaches to capturing the emerging market.
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Related terms

Industry

Airbnb

Airbnb is a globally recognized online marketplace that connects people who want to rent out their properties (hosts) with travelers seeking accommodations…

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Industry

HomeAway

HomeAway was a pioneering online marketplace for the vacation rental industry, connecting property owners with travelers. Founded in 2005, it grew to become a…

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Marketing

Online Travel Agency (OTA)

An Online Travel Agency (OTA) is a website or app that sells travel-related products like flights, hotels, and vacation rentals to consumers.

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Tripadvisor

Tripadvisor is a global travel guidance platform where users find reviews, compare prices, and book accommodations, including vacation rentals.

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