European Hoteliers Rely on Multiple Channels to Drive Off-Season Demand

Online travel platforms (OTAs) are widely used to engage travelers and are seen as a (very) effective means of attracting off-season demand by 81% of hoteliers. However, they operate as part of a broader distribution mix. Alongside OTAs, accommodations in Europe rely on a variety of other methods to attract off-season stays. These channels work in tandem rather than in isolation, converting demand at different stages of the customer journey.

This excerpt and infographic have been adapted from the 2026 European Accommodation Barometer. You can download the full report here along with local-language country reports covering the results from 15 of the surveyed countries.