HOTREC’s European research highlights concentration in hotel distribution. For individual businesses, the practical questions concern sales costs, net returns and dependence on particular sources of demand.
A hotel may appear on many booking websites while relying on relatively few businesses for demand. That matters when visibility, commercial terms or channel performance change. Occupancy records the result for a period. The mix of bookings also reveals exposure to changes in the market.
What the 2026 research adds
HOTREC’s European Hotel Distribution Study 2026 draws on 2,713 hotels. It reports that 51.3% of bookings are direct and 29.9% come through online travel agencies. Within the OTA market, Booking Holdings and Expedia Group account for 85.4%. The figures concern bookings in 2025 across a European sample. [1]
The 85.4% share applies to OTA bookings. Applying it to all hotel bookings would misstate the findings. Direct bookings include the hotel’s own channels and are not limited to the booking engine on its website.
Comparing returns and dependence
Each channel should be assessed for its contribution and the hotel’s dependence on it. Higher distribution costs may be worthwhile when a channel brings demand during a weak period. The same cost needs a different assessment on dates that sell easily.
Include commissions, advertising, payment charges and the services needed to acquire a booking. Direct sales also have costs. Treat cancellations and refunds consistently and use the same calculation method across channels.
Map which markets, seasons and room categories each source serves. If most demand from an important market arrives through one business, developing another route to those customers can reduce exposure even before total bookings increase.
Making direct booking useful to the guest
The hotel’s website should provide clear terms, complete descriptions, reliable availability and an easy way to ask questions. After the stay, useful communication can maintain the relationship with guests who have chosen to receive it.
The appropriate mix will differ between hotels. Management needs a comparable view of net returns and concentration to decide where to invest and which customer relationships to develop.
Sources and further reading
Source review completed on 11 October 2026. Operational proposals are Tourism Strategy editorial analysis.