How is hotel distribution evolving in Europe?
Data, trends and strategies to optimise your hotel’s performance
This report on hotel distribution in Europe draws on data from more than 2,000 hotels to analyse the major market trends between 2022 and 2025: booking trends, distribution channel performance, ADR, lead time, cancellations and the role of OTAs.
Discover how direct bookings, Booking.com, Expedia, Agoda, GDSs and wholesalers are evolving, and which levers can now help optimise value per booking and the profitability of your hotel distribution.
Key findings
AI is changing search, not yet booking
Artificial intelligence has not yet altered the distribution balances observed in booking data, but it is already influencing how hotels are searched for, compared and shortlisted.
A more mature market, driven by value
Growth is slowing in volume terms, while performance increasingly depends on ADR, average basket value and real profitability per channel.
More advanced demand
The average booking window (lead time) increased between 2024 and 2025, providing greater visibility for managing pricing and availability, with significant variation between channels.
The direct channel remains the strongest performer in value terms
Direct combines high ADR, longer lead time and a lower cancellation rate, confirming its strategic role in the distribution mix.
Increasingly differentiated roles between channels
OTAs, GDSs, wholesalers and the direct channel now follow distinct logics in terms of volume, value and revenue stability.