Holiday rental specialist HouseTrip is planning social media campaigns using the groups function on the website.
The company can put together seemingly diverse groups of properties and target them at a segment or interest group such as accommodation suitable for surfers.
HouseTrip co-founder Ben Doyle said the company would then use social media channels such as Facebook and Twitter to target the groups.
He also said further cities would be added to the site in the next few weeks, following its launch a month ago with accommodation in London, Berlin and Paris.
“Our initial entry strategy was for those territories because they are popular but we will be spreading out to other cities.”
Doyle also said partnerships with airlines were an obvious area for growth for the company.