In short: According to the HOTREC European study published in 2026 (based on 2025 data), 51.3% of hotel reservations are made directly, and 29.9% are made through online travel agencies (OTAs). Booking Holdings and Expedia Group account for more than 85% of OTA bookings in Europe. For an independent hotel, the challenge is not to leave OTAs, but to manage their influence and costs.
What percentage of bookings in Europe are direct bookings?
Direct bookings (by phone, email, at the front desk, or through the hotel’s website) accounted for 51.3% of bookings in 2025, compared with 50.9% two years earlier. Stability is the key takeaway: despite investments by hotels, direct bookings are growing only slowly.
How much influence do OTAs have?
OTAs account for 29.9% of reservations, a figure that has remained stable compared to the previous study but has risen sharply over the past ten years (19.7% in 2013). The market is highly concentrated:
Booking Holdings: approximately 69% of OTA bookings in Europe;
Expedia Group: 16.6%, up;
In total: more than 85% of OTA bookings.
For independent hotels, Booking Holdings accounts for 69.4% of OTA bookings.
Do OTAs sell rooms at lower prices than hotels?
According to the hoteliers surveyed, this is happening more and more often: 51% frequently or occasionally find OTA prices lower than their own rates, compared to about 40% two years earlier. Most say they have never agreed to these prices. The legal framework, however, favors hotels: see our article on rate parity and the DMA.
How does this affect an independent hotel?
Diversify without giving anything up: OTAs remain a customer acquisition channel, especially for international guests. The goal is a balanced mix, not exclusion.
Invest in direct bookings: a fast website, a simple booking engine, and a clear benefit to booking directly.
Track the actual cost of each channel: commissions, payment fees, and visibility programs.
Preparing for the Rise of AI: More and more travelers are starting their search with an AI assistant. See how AI chooses a hotel.
Frequently Asked Questions
What percentage of direct bookings should you aim for?
There is no one-size-fits-all figure: it all depends on the hotel's location, clientele, and brand recognition. What matters is the trend and the total distribution cost.
Should we leave Booking.com?
Rarely. For most independent businesses, Booking.com provides a level of visibility that’s hard to replace. It’s more a matter of reducing dependence on the platform and improving direct bookings.
Sources
Hospitality Net, “Hotel Distribution in 2026: The OTAs Still Sell Your Rooms,” October 2026
Travel Tomorrow, Summary of the HOTREC Study, September 2026
Where should I start?
Our revenue management audit includes a comprehensive analysis of your distribution mix. You can also test your website for free with GROOM Compass.