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

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

by Jennifer Luty, last edited Aug 9, 2019
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.
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Relative market share of major online travel agencies (OTAs) in Europe in 2017

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