Market share in the hotel industry of leading OTAs in Europe 2023

According to a biennial study on the online travel agency (OTA) market shares in the European hotel industry, Booking.com, one of Booking Holdings' leading travel brands, held the highest market share, at 69.3 percent. That year, Expedia, owned by Expedia Group, held the second-highest market share, at 11.5 percent. 

What are the leading OTAs worldwide?

In 2023, Booking Holdings topped the ranking of the leading online travel agencies worldwide based on revenue, generating over 21 billion U.S. dollars. Expedia Group and Airbnb followed in the ranking that year, with revenue of nearly 13 billion and 10 billion U.S. dollars, respectively. While Booking Holdings also reported the highest market cap of leading online travel companies worldwide in 2023, Airbnb ranked second in that case, ahead of Trip.com Group.

How big is the online travel market?

As estimated, the online travel market size worldwide amounted to just under 600 billion U.S. dollars in 2023. When breaking down travel and tourism's global revenue by sales channels, the prominent role played by online transactions becomes clear, as they accounted for over two-thirds of travel and tourism's total revenue in 2023.