Booking.com named source of 50 percent of European hotel bookings
October 17, 2011 | Online Travel
Booking.com has emerged overwhelmingly as the dominant distribution channel for European hotels according to a survey of more than 200 properties. While hotels use an average of 3.5 OTAs for distribution, on average 50% of online reservations, are coming from Priceline-owned booking.com.
A further 30% of reservations are from a combination of other OTAs, with Expedia and its sister brands featuring quite strongly, while the remaining 20% come from the hotels’ own websites.
Three-quarters of respondents say they plan to drive more business via booking.com in the future recognising the strength of the brand and the volume of transactions it drives for them.
The ‘Directly from the Trenches’ survey, conducted by Susquehanna Financial Group, also demonstrates optimism from the sector with 93% of respondents saying transactions are the same or better compared with Q3 last year.
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