Online booking agency (OTA) market share in European countries 2017

This statistic presents the online booking agency (OTA) market shares of hotel overnight bookings in European countries in 2017. Close to 45 percent of overnights were booked via an OTA, such as or Expedia, in the Netherlands in 2017. Overall, OTA's accounted for 26 percent of the market, making it one of the most popular booking distribution channels in Europe.

Online booking agency (OTA) market share of hotel overnight bookings in European countries in 2017

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Release date

May 2018



Survey time period

February and March 2018

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 3,412 European hotels (2,744 respondents from individual hotels collected through an online survey; data from 2 hotel chains integrated an additional 18 respondents on a property level for 5 countries; 5 countries aggregated data for distribution channels and OTA market shares from 6 hotel chains comprising 650 hotels). The source does not specify further methodological information on how data for this statistic was calculated.

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