European Hotels Optimize Among Choice of Distribution Channels

In a study of EU hotels and similar accommodations conducted by Statista and Booking.com this year (2024), 80% of respondents agreed that they have multiple options to market their rooms to consumers. Of this sales mix, direct sales typically make up around half of overnight stays booked with a hotel in Europe and just over a quarter come from online travel platforms.

The ability to mix and match sales channels is clearly an important part of most Hotels' marketing strategies with two-thirds indicating that they adjust their distribution mix in line with their business objectives, and 71% have a dedicated marketing and distribution strategy to ensure the success of their accommodation business.