Airbnb’s current market situation could mark a turning point in the future of the company, placing its marketers in a critical influential position. At the beginning of September 2023, New York City’s Local Law 18 came into effect, enforcing stricter regulations on short-term rental properties in order to improve short-term housing in the city. For rental companies like Airbnb, however, this poses a serious inventory challenge amidst an industry already in flux with falling home prices and rising mortgage rates.