Hotels, OTAs and DMA

HOTREC's 2024 Hotel Distribution Study explores the latest trends in the European accommodation industry and reveals how consumers book hotel rooms

The findings underscore the need for proper implementation of the Digital Markets Act (DMA). These fair digital regulations will ensure more equitable treatment of hoteliers by online travel agencies (OTAs).

Key takeaways

• From 2013 to 2023, the average market share of OTAs in the European hotel sector will increase by 10 percentage points, from 19.7% to 29.6%;
• The OTA market is dominated by three major players: Booking Holdings, Expedia Group and, to a lesser extent, HRS, with a combined market share of 90%;
• Booking Holdings is the most influential, with a market share of 71% in 2023, up from 60% in 2013;
• Expedia's market share, which peaked between 2015 and 2019, fell during the pandemic but rebounds to 14.4% in 2023, partly due to more American tourists visiting Europe;
• HRS's market share declines steadily from 16.6% in 2013 to 4.6% in 2023;
• Electronic distribution accounts for 45% of overnight stays booked through online channels;
• Price undercutting by OTAs affects 40% of hotels;
• Multi-sourcing, where OTAs or tour operators offer rates and availability from other OTAs or wholesalers, affects 44% of hotels.

Get the full report at Hotrec