Booking.com and Airbnb Lead Europe's Online Travel Market

When it comes to online bookings of accommodation, Booking.com and Airbnb are the two go-to options of European travelers. According to Statista Consumer Insights, the two platforms are the market leaders in most European markets included in the survey, with Sweden the only exception among the countries included in our chart. In Sweden, Hotels.com beats Airbnb for second place with a usage share of 38 percent among those who booked a room, a house or an apartment online.

Despite the fact that Booking.com expanded into alternative accommodations like apartments and unique vacation homes to compete with Airbnb, the dominant market leader is still best known for its large selection of hotels and resorts, which form the backbone of its business. Meanwhile Airbnb remains the market leader for short-term rentals, so the two giants cover a huge part of the online accommodation market.