Booking.com is the biggest player on the European online travel agency (OTA) market with a 70.6 percent relative market share as of 2021. Expedia and HRS held the second and third largest shares of the market, at 9.3 percent and 5.9 percent respectively.
Does Booking.com dominate in Europe?
The relative market share was calculated based on an analysis of hotel chains’ aggregated data of distribution channels used for bookings, so its mainly based on hotel bookings. Booking.com’s main business is as an aggregator and metasearch engine primarily for hotel and accommodation bookings, which has become the biggest online travel booking platform in Europe. Booking Holdings (formally Priceline Group), the company that owns Booking.com, was also the leading online travel agency worldwide in 2019, closely followed by Expedia. Although the two agencies are close global competitors, Expedia’s business is closer to traditional travel agencies that include flight, car rental and vacation package bookings. Parent group Expedia Group additionally own several other brands including Hotels.com and eBookers, bringing their total relative market share up to over 16 percent. Likewise, HRS own Hotel.de and Tiscover, making Booking.com, Expedia and HRS the three main European players.
Relative market share of major online travel agencies (OTAs) in Europe in 2021
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HOTREC. (June 14, 2022). Relative market share of major online travel agencies (OTAs) in Europe in 2021 [Graph]. In Statista. Retrieved July 17, 2024, from https://www.statista.com/statistics/870046/online-travel-agency-ota-market-share-in-europe/
HOTREC. "Relative market share of major online travel agencies (OTAs) in Europe in 2021." Chart. June 14, 2022. Statista. Accessed July 17, 2024. https://www.statista.com/statistics/870046/online-travel-agency-ota-market-share-in-europe/
HOTREC. (2022). Relative market share of major online travel agencies (OTAs) in Europe in 2021. Statista. Statista Inc.. Accessed: July 17, 2024. https://www.statista.com/statistics/870046/online-travel-agency-ota-market-share-in-europe/
HOTREC. "Relative Market Share of Major Online Travel Agencies (Otas) in Europe in 2021." Statista, Statista Inc., 14 Jun 2022, https://www.statista.com/statistics/870046/online-travel-agency-ota-market-share-in-europe/
HOTREC, Relative market share of major online travel agencies (OTAs) in Europe in 2021 Statista, https://www.statista.com/statistics/870046/online-travel-agency-ota-market-share-in-europe/ (last visited July 17, 2024)
Relative market share of major online travel agencies (OTAs) in Europe in 2021 [Graph], HOTREC, June 14, 2022. [Online]. Available: https://www.statista.com/statistics/870046/online-travel-agency-ota-market-share-in-europe/