By now just about every hotelier has awakened to the news that the sharing economy - namely Airbnb, with HomeAway also on the march - has taken a big bite out of certain kinds of business accommodation bookings. More employers are opening their systems to permit expensed Airbnb bookings (Uber too of course).

But that, mainly, is big city travel.

So many resort managers insist that the Airbnb revolution is a big yawn for them.

I am here to say that is a wrong and dangerous complacency. I also have proposed remedies that will keep your business yours.

But, first, understand this harsh truth: the biggest threat of Airbnb and HomeAway may well be to resorts.

Do the math. A family vacationing at a luxury resort in Arizona, New Mexico, Colorado or New England will often pay $800, possibly $1000, for a couple of connected hotel rooms.

That same amount often will buy a whole, well-furnished house in a good location in Santa Fe, Taos, Sedona, Telluride. The house has a kitchen. Maybe three or four bedrooms. A family that had looked at cramped quarters in a hotel now can spread out.

You have also seen the research that suggests that in many families it now is the children who are doing the vacation planning. If a 13-year old has a choice between no privacy in a hotel room and a lot of privacy in a spacious house, which do you think he/she will choose?

And that is a very wrong result for resort operators.

What can a hotelier do to fight back - and keep those bookings?

It's easier than you may fear. Just four steps will put you in the winner's circle.

Step 1: Double down on service. An Airbnb home may be spacious but what it lacks is professional hospitality service. Hire - and train - staff, from porters through housekeepers, and - in your marketing/PR materials - celebrate your staff.

Now may well be a great time to highlight line employees of the month and what they do to wow guests.

Step 2: Meet Airbnb on its own turf and beat it. Sharing economy proponents like to talk about how their hosts can be local guides.

That's a great idea. But a savvy resort can in fact do that better. Be sure you have trained, engaging staff to lead appropriate activities (from surfing to hiking and mountain biking, even art walks in some towns).

And get the word out about that staff. Create custom content about the activities, and post photos on Facebook and Instagram that illustrate the activities.

Step 3: Create a well-stocked custom content guide to your community and make sure guests know about it. What are they interested in? You should know - so get articles written and posted. Cover everything from local dive bars to art galleries. Become a rich, reliable information resource.

Local should be yours to own. Seize it, celebrate it.

Step 4: Take a hard look at your F&B program. Here is where you can knock it out of the park. Sure, the Airbnb home has a kitchen - but you have a fully-staffed dining operation, along with a bar.

How many guests use your facilities? How many locals? You want to be there for just about all guests and if you aren't seeing a lot of locals you are missing an opportunity.

Again, use custom content and social media to celebrate your F&B. Hungry and thirsty guests will know you are the place to stay.

How are you faring on Yelp and TripAdvisor? If the answer is you don't want to talk about it, change that. Guests will use these services to decide where to eat and drink and you have to be winning raves to get them in the door.

But this is a key fight. Few really want to cook on vacation. Celebrate the convenient culinary comfort you offer.

Add it up and, yes, resorts generally lose on a price per square foot measure - but you should win on just about every other front.

Tell the world.

That's how to stay competitive amid the rise of the sharing economy.

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