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Market share of hotel booking distribution channels in Europe 2019

This statistic presents the market shares of hotel booking distribution channels in Europe in 2019. Online booking agencies (such as and Expedia) represented nearly 30 percent of overnight bookings in Europe. However, collectively (whether via email, phone, in person or through the hotels own website), direct bookings represented approximately 45.5 percent of hotel bookings made in Europe.

Market share of overnight booking distribution channels in Europe in 2019

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Release date

July 2020



Survey time period

February and March 2020

Number of respondents


Special properties

Hotel associations from HOTREC member countries

Method of interview

Online survey

Supplementary notes

Results are weighted values.

* Data for the whole study was based on observations from 2,839 European hotels (2,156 respondents from individual hotels collected through an online survey with 24 countries. Five countries (Italy, Germany, Switzerland, Greece, Sweden) had more than 100 responses each, providing around 80 percent of the total sample responses. In four countries (Germany, Croatia, Finland, Hungary) aggregated information from 8 hotel chains provided data covering 683 properties. For further information regarding the methodology please consult the original report here.

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