Market share of leading online travel agencies (OTAs) in Europe 2017

Booking.com is the biggest player on the European online travel agency (OTA) market with a 65.5 percent relative market share as of 2017. Expedia and HRS held the second and third largest shares of the market, at 12.6 percent and 7.8 percent respectively.

Does Booking.com dominate in Europe?

The relative market share was calculated based on an analysis of hotel chains’ aggregated data of distribution channels used for bookings, so its mainly based on hotel bookings. Booking.com’s main business is as an aggregator and metasearch engine primarily for hotel and accommodation bookings, which has become the biggest online travel booking platform in Europe. Booking Holdings (formally Priceline Group), the company that owns Booking.com, was also the leading online travel agency worldwide in 2017, closely followed by Expedia. Although the two agencies are close global competitors, Expedia’s business is closer to traditional travel agencies that include flight, car rental and vacation package bookings. Parent group Expedia Group additionally own several other brands including Hotels.com and eBookers, bringing their total relative market share up to over 16 percent. Likewise, HRS own Hotel.de and Tiscover, making Booking.com, Expedia and HRS the three main European players.

The rise and future of online travel bookings

The online travel market changed the nature of booking travel worldwide, opening new channels for an increasingly digitalized market. Online booking agencies accounted for over a quarter of overnight bookings in Europe as of 2017. According to Statista’s Digital Market Outlook, revenues across the three major segments of the online travel booking market – package holidays, hotels and vacation rentals – are forecast to rise.

Relative market share of major online travel agencies (OTAs) in Europe in 2017

Market share
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Sources

Release date

May 2018

Region

Europe

Survey time period

February and March 2018

Number of respondents

2062*

Special properties

Hotel associations from HOTREC member countries

Method of interview

Online survey

Supplementary notes

* Results are unweighted.
Data for the whole study was based on observations from 3,412 European hotels (2,744 respondents from individual hotels collected through an online survey; data from 2 hotel chains integrated an additional 18 respondents on a property level for 5 countries; 5 countries aggregated data for distribution channels and OTA market shares from 6 hotel chains comprising 650 hotels).

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