Most overnight stays in Europe are booked directly with the hotel

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 percent of all European hotel bookings in 2022. The lion’s share of the remaining bookings is 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.