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Distribution

European Hotel Distribution Study 2018

distribution;OTA
Dr. Roland Schegg
Juin 2018

HOTREC, the European umbrella association of hotels, restaurants and cafés, conducted together with the University of Applied Sciences of Western Switzerland Valais (HEV-SO Valais-Wallis) its biennial study on the European hotel distribution market. Results, based on observations from over 3400 hotels across Europe, show that the dependency of hotels on online platforms continues to increase, while the share of direct bookings decreases:

  • The share of direct bookings has decreased across Europe by over 4 percentage points from 57,6% in 2013 to 52% in 2017 (weighted results including data from hotel chains).
  • The share of OTAs in hotel room bookings increased by over 6% points, i.e. from 19,7% to 26%, over the last 4 years.
  • The biggest player in the Online Travel Agent (OTA) market is still Booking Holding, which further increased its dominance compared to 2015 and reached a market share of 66%.

 

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