Destination Rotorua chief executive Mark Rawson said the growth of sites like Airbnb was a global phenomenon.
"What is clear is that Airbnb has not only challenged how customers purchase accommodation, but also how they choose to experience their stay."
He said it had both upsides and downsides with positives including the additional capacity for Rotorua, especially at peak times of the year, which meant people didn't have to postpone or cancel visits.
"On the downside, this has led to an uneven playing field that exists between the more traditional, commercially regulated supplier (such as a hotel, motel, backpacker) versus a non-commercial, bach, holiday and/or private home owner/host."
He said there were times of the year when the market could and did sustain both.
At other times like the low and shoulder seasons he said the view could "rightfully be taken" that people staying in that sort of accommodation meant fewer people staying in commercially regulated lodging.
Mr Rawson said concerns relating to regulating the sector were not new, with a number of sectors in the commercially regulated supply chain having raised issues at both a local and national level.
Airbnb's New Zealand country manager Sam McDonagh said the company was constantly innovating and investing in new programmes and services that helped make hosts and guests safer. That included a 250-person "trust and safety team" which was available around the world.
He said the average income of an Airbnb host in New Zealand was about $7100.