2022 European hotel distribution study results: Revival of direct bookings
The 5th study on the European hotel distribution market, conducted by HOTREC (European umbrella association of hotels, restaurants and cafés) and the Institute of Tourism at the HES-SO Valais-Wallis, is published today. The results are based on observations from nearly 3900 hotels across Europe, collected between January and April 2022 and with reference to the year 2021 (pandemic year).
Evolutions in the hotel distribution market between 2013 and 2021
HOTREC's distribution study shows that between 2013 and 2021, the market shares of OTAs have steadily increased in the European hotel sector from 19.7% in 2013 to 29.2% in 2019 (weighted results including data from hotel chains). At the same time, the share of direct bookings has decreased across Europe by over 10-percentage points from 57.6% in 2013 to 47% in 2019. The results for 2021 show that hotels' reliance on OTAs remained almost at the same level as 2019 during the pandemic episode, while direct bookings increased significantly. According to the study, the share of OTAs in 2021 was 28.8% while direct bookings increased to 55.2% (+ 8% over 2019).
Schegg_2022_European hotel distribution study
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