Choice Hotels recently announced it would debut its new Vacation Rentals by Choice Hotels brand, partnering with homeowners and management programs to bring travelers a product meant to compete with services like Airbnb. While Airbnb relies upon guest-to-owner relationships, Choice Hotels says it will provide a more consistently satisfactory experience, by working with property management companies with 24/7 live assistance.

Vacation Rentals by Choice Hotels will offer the same variety and individuality as other rental services, creating a diverse portfolio of high-quality properties. Each property will display prior renter reviews and detailed descriptions. In addition to unique, single-home vacation rentals, the brand will also include large family accommodations and furnished homes for long-term stays.

“This new offering is designed to deepen the relationship with current Choice customers while also bringing more people into the Choice brand family. As consumers seek new vacation experiences, we want to ensure they can experience the quality and consistency that our brands have to offer,” said Stephen P. Joyce, CEO, Choice Hotels. “Extending the Choice Privileges rewards program — that already serves over 25 million members — to vacation rentals will reinforce our brand’s value to guests and appeal to customers who tend to travel more frequently, stay longer and spend more.”

The new service will be launched in eight U.S. cities including Orlando; Aspen; Destin, Fla.; Panama City Beach, Fla.; Williamsburg, Va.; Shenandoah, Va.; Phoenix, Ariz.; and Big Bear Lake, Calif.