The State of European Hotel Distribution (by Booking.com)
Published on July 9, 2025
The hospitality industry in Europe is thriving, with distribution playing a pivotal role in success. Built on a representative survey of 821 hotel executives from 18 countries, Booking.com's The State of European Hotel Distribution (November 2024) examines how hotels—especially small, independent ones—leverage multiple distribution channels and the growing impact of online travel agents (OTAs).
Some key takeaways
- Growing direct channels: 68% of hotels say their own booking systems (websites, newsletters) have grown in importance in recent years .
- Flexible switching: 61% will switch from underperforming OTAs.
- Widespread multi-homing: 88% of hotels use at least two OTAs; nearly 60% use three or more.
- Independent establishments received 85% of the additional 133 million overnight stays attributed to OTAs in Europe, indicating OTAs help smaller properties compete effectively against chains.
Download the full report here.