One Chart Explains Why Europe's Hotels Are So Worried about OTAs

Hoteliers, hold on tight. The tug-of-war between travel suppliers and intermediaries is a constant battle in Europe's fragmented lodging market, and it's no secret that online travel agencies (OTAs) have had a stronger pull for many years. However, OTAs are gaining significant ground - and quick. Phocuswright's European Consumer Travel Report Sixth Edition found that almost half of travelers in France, Germany and the U.K. typically book their paid accommodations through an OTA, including a 20-point increase among French travelers since 2014.

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As if skyrocketing OTA booking rates isn't enough to frazzle hoteliers, the slow decline of European travelers booking on supplier websites sure is. This gap is the widest it has been in over four years. In Germany, for example, travelers are more than six times as likely to book accommodations through an OTA vs. a hotel website, compared to just 2.5 times as likely in 2012. 

Purchase Phocuswright's European Consumer Travel Report Sixth Edition for detailed analysis on consumer travel trends across France, Germany and the U.K., as well as insight into the travel planning and booking process.