BKNG · News · 20260917N

Distribution Channels

Booking Holdings Inc. · 2026-09-17 · Importance 20 · Surprise 24

A HOTREC study found that European hotels received 51% of bookings through direct channels, compared with 29.9% through online travel agencies. Booking Holdings and Expedia Group together accounted for more than 85% of OTA hotel bookings in Europe. The study raised concerns about OTA price undercutting and multi-sourcing, particularly for independent hotels and small and midsize enterprises. It also described hotel adoption of AI distribution tools as being at an early stage.

Key facts

• The HOTREC study reports Booking Holdings and Expedia Group control over 85% of OTA hotel bookings. source
• Booking Holdings has 4.7 million unique properties. source