European independent lodging market: effectiveness of marketing channels 2015

This survey displays the effectiveness of marketing channels in generating bookings according to proeprties in the independent lodging markets in Europe in 2015. Of responding properties, 47 percent rated travel review websites as 5 for "most effective", while 2 percent rated these as 1 for "least effective".

Effectiveness of marketing channels in generating accommodation bookings for the independent lodging market in Europe in 2015*

5 (most effective)4321 (least effective)Do not use
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Release date

December 2015



Survey time period


Number of respondents

2,800 respondents

Special properties

Independent lodging properties

Supplementary notes

* The original survey question was worded as follows: "Please rate the effectiveness of the following marketing channels for generating bookings to your property (1 being least effective and 5 being most effective). Please tell us your intentions for how you plan to use the following marketing channels to generate bookings to your property over the next two years."
Percentage points exceeding 100 percent are probably due to rounding.

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