Booking Holdings controls 68.8% of the European OTA market
According to the 2026 HOTREC study, Booking Holdings controls 68.8% of European OTA bookings and 20.6% of total hotel bookings.
Booking Holdings holds a 68.8% share of Europe's online travel agency (OTA) market, which accounts for 20.6% of total hotel bookings across the continent. The figures are based on research conducted by HOTREC in 2026. The company also owns brands such as Agoda and Priceline.
According to the research, 51% of hotels report that OTAs sell their rooms at low prices without consent. Direct bookings make up 51.3% of the market.
On September 22, Booking.com's head of public relations called the European hotel distribution market competitive. On September 9, the General Court of the European Union confirmed Booking's dominant position in the market.
For hotels and guesthouses in Azerbaijan, this means that a large share of bookings remains dependent on a few global platforms. Increasing the share of bookings through one's own website and direct contact channels is the main way to reduce commission costs.