Market share of leading online travel agencies (OTAs) in Europe 2021
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.