The sharing economy model that was developed in the last decade has a major effect on a different aspect of life. The purpose of this research is to test the effect of a sharing economy product on its competitors. Specifically, this study used the event study approach to examine how Airbnb announcements affected hotel stock prices. To accomplish this goal, we used 180 Airbnb announcements to investigate the general effect of Airbnb, and the effects according to the type of announcement and the type of audience. The findings indicate that general Airbnb announcements have a negative effect on the hotel stock prices. In addition, investors respond negatively to positive announcements but not to neutral ones. Finally, announcements targeting young people have no effect on the stock prices of hotel companies, while the effect of announcements targeting families lasts the longest. We also explored investment strategies for general investors and those with inside information. We suggest that general investors short sell the stock on the day of the news announcement. Investors with inside information should short sell the stock a few days before the day of the news announcement. In both cases, investors should close their positions a few days later depending on the type of announcement.