Going online is now the preferred channel for travelers looking to book accommodations in Europe. All in all, direct online bookings, booking through online travel platforms, and social media made up 64.6% of all European hotel bookings in 2022. The lion’s share of the remaining bookings are made offline directly with the hotel or via a tour operator. Despite increasing digitalization in the accommodation industry, offline reservations still make up a quarter of the total European hotel bookings. Whether online or offline, more than half of guests book their European accommodations directly with the hotels where they are staying
Ghassan Kobrossi
1mo
How is the Direct online not taking a larger share, despite having the highest percentage?
Head of Policy Content at Booking.com
4wcheck out this article in Hospitality Net, which explores this topic further. https://www.hospitalitynet.org/opinion/4111208.html