New ITO Study: The dependency of hotels vis-à-vis online platforms keeps increasing in the European distribution market« Retour
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. First 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 biggest player in the Online Travel Agent (OTA) market is still Booking.com, which further increased its dominance compared to 2015 and reached a market share of 66%.
Press release here.