This study explores Fairbnb.coop, a cooperative aiming to revolutionise the short-term rental market by respecting local regulations, ensuring transparency, and donating half of its commissions to community projects. Based on a comprehensive analysis involving twelve qualitative interviews with stakeholders, such as Fairbnb's management, hosts, local nodes, and city administrations, this paper aims to elucidate the success factors and obstacles within Fairbnb’s processes. The objective is to assess Fairbnb’s potential to innovate the short-term rental market. The findings illuminate three key conclusions that indicate a synchrony of both more and less innovative aspects in Fairbnb’s approach. Firstly, Fairbnb responds to self-critical hosts and guests that try to mitigate the negative impacts of tourism. Secondly, our study identifies several challenges, such as a non-user-friendly website, scarcity of know-how in the tourism sector of some stakeholders involved, and the cooperative’s limited popularity. Thirdly, there is a risk of greenwashing as Fairbnb emulates aspects of Airbnb. Although Fairbnb shows several innovative approaches, we discuss the cooperative’s risk of becoming ‘more of the same’ compared to other platforms such as Airbnb. However, Fairbnb’s model might contribute to a bottom-up self-regulation in the market.