It's not clear to me that's a viable business model change for them? They compete with a previously entrenched entity, hotels. Anecdotally, people I know already complain about the perception of unreasonably high service fees and are opting for cheaper hotels when possible. This is different than five years ago where people reached for AirBnB first.
I am not a rocket scientist, just a designer and builder. Even so, they do seem to be doing well, 6,000 employees and 70bn market cap doesn't sound like a bad deal...
How are you going to undercut them in a way that is appealing to investment?