European Hotel Distribution Study Results for the Reference Year 2015

July 18, 2016 Prof. Roland Schegg Institute of Tourism, HES‐SO Valais (Sierre, Switzerland)  [email protected] Institute of Tourism Page 1

Executive Summary Evolutions in the distribution market between 2013 and 2015 •

• •

This years’ distribution study of HOTREC shows, that between 2013 and 2015 the dependency of hotels on Online Travel Agencies (OTA) was rising and the share of direct bookings was declining. The share of direct bookings has decreased across Europe by around 4 percentage points from 59,4% in 2013 to 55,2% in 2015. The share of OTAs in hotel room bookings increased by around 3%, i.e. from 19,3% to 22,3%, over the last 2 years.

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Executive Summary Dependency on Online Travel Agents •

• •

The study shows that especially the small hotel segments (with less than 20 rooms and between 20 and 50 rooms) are significantly more dependent on OTAs (27,5% resp. 23,1%) than the average hotel (22,3%). Chains are significantly less dependent on OTAs (18,3%) than the average of all hotels (22,3%). The dependency increased between 2013 and 2015 both in the case of smaller hotels and bigger hotels, as well as in the case of individual and, to a slightly lesser extent, of chain hotels.

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Executive Summary Who dominates the Online Travel Agent market? •

• •

•

The 3 main market players within the OTA market remain Priceline (Booking.com), Expedia and HRS, with an aggregated market share of almost 92%. These 3 players could slightly increase their overall share within the OTA market over the past 2 years. Priceline Group (Booking.com) is by far the most influential, with a share of 62,9%. The dominance of Booking.com has been rising over the last 2 years by almost 3% between 2013 and 2015 (i.e. from 59,5% to 62,2%). The Expedia Group could also increase its market share by around 2,3% to 16,8%, while HRS Group lost market shares and ranks now third in the OTA market with a share of almost 11,9%. Institute of Tourism Page 4

Executive Summary Evolutions in competition between OTAs since summer 2015? •

•

Following the introduction of the so called ‘narrow parity clauses’ by Booking.com and Expedia in summer 2015, the vast majority of hoteliers have not experienced an increased competition between OTAs. Only 8,5% of them reported having received any reduction in commission rates to be paid to OTAs (which ought to be seen as a sign of growing competition) since summer 2015. More significantly, among the few ones having received any reduction in commission fees, smaller and independent hotels have significantly much less benefited from such reduction, compared to chains or big hotels.

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Table of contents • •

• • • •

Background to the survey, methodology and sample Market share of distribution channels o European level o Results by country Relative OTA market shares OTA commission rates reductions Distribution channel management Meta‐search engines

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Distribution channels

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Market shares of distribution  channels in Europe 2015: overall  sample Market share 2015

Unweighted overall sample: n=2'188 Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels

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18.7 2.3 4.8 6.1 16.7 6.8 0.9 0.6 8.0 2.6 2.6 3.1 22.3 2.7 0.5 1.5

55.2

1.4

16.3

25.5 1.5

Confidence intervals are stated at the 95% level. Market  shares in % of overnights. 

confidence interval (bootstrap) 18.0 2.1 4.5 5.7 16.1 6.4 0.6 0.3 7.4 2.2 2.3 2.8 21.4 1.7 0.2 0.7

19.3 2.5 5.1 6.6 17.3 7.1 1.2 0.9 8.7 3.0 2.9 3.5 23.1 3.7 0.8 2.2

Market shares of distribution  channels in Europe 2013 vs 2015:  overall sample Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 9

Market share 2015 Market share 2013 DELTA (n=2221) (n=2188) 18.7 21.1 -2.5 2.3 3.1 -0.9 4.8 6.0 -1.2 6.1

55.2

6.1

59.4

-0.0

16.7

16.1

0.5

6.8

6.9

-0.2

0.9

1.4

0.6 8.0 2.6 2.6 3.1 22.3 2.7 0.5 1.5

1.0

1.7

0.6 9.6 1.4 16.3

25.5 1.5

2.8 1.9 19.3 2.0 0.5 1.5

Market shares in % of overnights. 

-0.2

-4.2

-0.2

-0.1 -1.6 1.2 15.7

21.8 1.5

-0.2 1.2 3.0 0.7 -0.0 0.0

0.6

3.7 0.0

Distribution channels for  selected countries (n>50) • • • • • • • • • • • • • •

Austria Belgium Czech Republic Denmark Finland Germany Greece Hungary Ireland Norway Spain Sweden Switzerland Turkey

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Market shares of distribution  channels 2015: Austria Unweighted sample: n=130 Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availability check) Direct - Email Direct - real time booking over own website with availability check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 11

confidence interval (bootstrap) 12.1 16.8 1.0 2.4 3.0 4.5

Market share 14.1 1.7 3.7 10.7

8.1

13.2

24.7

21.2

27.8

8.8

7.0

10.1

0.8

2.4

0.1 4.6 0.1

1.1 8.3 1.0

0.6

2.1

1.2 17.8 0.2 0.0 0.8

3.0 25.2 1.4 0.8 2.4

1.6

63.6

2.2

0.6 6.3 0.5 1.3 2.1 21.2 0.8 0.4 1.6

10.2

22.4 1.6

Confidence intervals are stated at the 95% level. Market  shares in % of overnights. 

Market shares of distribution  channels in Austria: 2013 vs  2015 Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 12

Market share 2015 Market share 2013 (n=130) (n=58) 14.1 13.9 1.7 2.0 3.7 4.0 10.7

63.6

14.9

67.6

DELTA 0.19 -0.33 -0.29 -4.21

24.7

25.6

-0.90

8.8

7.2

1.55

1.6

2.2

0.6 6.3 0.5 1.3 2.1 21.2 0.8 0.4 1.6

3.6

4.1

0.5 7.9 0.3 10.2

22.4 1.6

0.9 1.8 15.4 0.4 0.5 1.0

Unweighted samples. Market shares in % of  overnights. 

-2.00

-3.99

-1.90

0.10 -1.61 0.19 11.0

16.3 1.0

0.40 0.24 5.83 0.40 -0.09 0.53

-0.78

6.14 0.53

Market shares of distribution  channels 2015: Belgium Unweighted sample: n=76

Market share

Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availability check) Direct - Email Direct - real time booking over own website with availability check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 13

9.4 4.5 2.9 4.6

confidence interval (bootstrap) 7.7 11.5 2.4 7.1 2.0 3.8 2.3

7.3

17.8

13.8

21.5

11.3

8.8

14.2

0.1

1.1

0.0 1.9 0.0

0.3 3.8 0.6

0.4

1.5

1.5 32.3 2.3 0.0 1.2

3.6 41.7 4.3 0.8 2.7

0.5

50.4

0.6

0.1 2.8 0.3 1.0 2.6 36.7 3.3 0.4 1.9

6.7

40.5 1.9

Confidence intervals are stated at the 95% level. Market  shares in % of overnights.

Market shares of distribution  channels in Belgium: 2013 vs  2015 Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 14

Market share 2015 Market share 2013 (n=76) (n=78) 9.4 14.1 4.5 4.7 2.9 5.4 4.6

50.4

7.0

61.2

DELTA -4.67 -0.19 -2.50 -2.39

17.8

17.7

0.04

11.3

12.3

-1.04

0.5

0.6

0.1 2.8 0.3 1.0 2.6 36.7 3.3 0.4 1.9

0.5

1.4

0.9 2.5 1.0 6.7

40.5 1.9

1.8 1.0 27.9 0.8 0.8 1.7

Unweighted samples. Market shares in % of  overnights. 

0.00

-10.75

-0.77

-0.77 0.22 -0.75 6.3

29.5 1.7

-0.77 1.65 8.80 2.56 -0.37 0.19

0.35

10.99 0.19

Market shares of distribution  channels 2015: Czech Republic Unweighted sample: n=52

Market share

Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availability check) Direct - Email Direct - real time booking over own website with availability check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels

12.1 0.8 5.2

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8.1

53.4

confidence interval (bootstrap) 9.3 15.9 0.3 1.3 3.7 6.5 4.9

11.9

22.2

17.8

26.9

5.0

3.4

6.8

0.0

0.6

0.1 8.9 0.0

0.7 19.5 0.6

1.2

2.7

2.6 19.0 0.8 0.0 0.7

4.6 29.9 2.4 0.6 2.1

0.3

0.7

0.4 13.1 0.3 2.0 3.6 23.7 1.6 0.3 1.4

19.0

25.6 1.4

Confidence intervals are stated at the 95% level. Market  shares in % of overnights. 

Market shares of distribution  channels in Czech Republic:  2013 vs 2015 Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 16

Market share 2015 Market share 2013 (n=52) (n=82) 12.1 17.4 0.8 0.9 5.2 6.1 8.1

53.4

8.3

58.0

DELTA -5.27 -0.14 -0.90 -0.25

22.2

18.8

3.40

5.0

6.5

-1.44

0.3

0.7

0.4 13.1 0.3 2.0 3.6 23.7 1.6 0.3 1.4

0.8

0.9

0.1 12.7 1.7 19.0

25.6 1.4

2.0 3.6 18.1 1.1 0.4 1.7

Unweighted samples. Market shares in % of  overnights. 

-0.46

-4.60

-0.17

0.29 0.45 -1.41 19.9

19.6 1.7

-0.01 0.05 5.64 0.49 -0.16 -0.28

-0.92

5.97 -0.28

Market shares of distribution  channels 2015: Denmark Unweighted sample: n=98

Market share

Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availability check) Direct - Email Direct - real time booking over own website with availability check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels

19.6 5.0 2.7

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5.1

56.8

15.5 8.9 1.4

2.1

0.7 4.3 3.7 1.8 1.2 24.7 2.9 1.0 1.4

confidence interval (bootstrap) 16.4 23.1 3.2 7.4 2.0 3.4 3.1 12.3

7.6 18.1

6.5

12.3

0.9 0.2 3.0 2.8

1.9 1.2 6.4 4.6

1.1 0.6 20.4 2.1 0.5 0.7

2.5 1.8 29.0 3.8 1.5 2.1

11.1

28.5 1.4

Confidence intervals are stated at the 95% level. Market  shares in % of overnights. 

Market shares of distribution  channels in Denmark : 2013 vs  2015 Market share 2015 Market share 2013 Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 18

19.6 5.0 2.7 5.1

22.7 7.1 3.7 56.8

3.6

DELTA -3.04 -2.13 -0.98

58.7

1.50 -1.93

15.5

13.9

1.63

8.9

7.8

1.09

1.4

2.1

0.7 4.3 3.7 1.8 1.2 24.7 2.9 1.0 1.4

0.9

1.6

0.7 3.2 4.2 11.1

28.5 1.4

0.9 1.2 22.8 4.3 0.4 2.8

0.54

0.57

0.03 1.14 -0.45 9.5

27.5 2.8

Unweighted samples. Market shares in % of overnights.  2015: n=98. 2013: n=73

0.91

1.65

0.05 1.96 -1.45 1.07 0.56 -1.43 -1.43

Weighted market shares of  distribution channels 2015:  Denmark SME hotels 2015 (n=57) weighting

40% 20.8 3.1 2.6

Chain hotels 2015 (n=63) 60% 17.2 7.2 2.7

Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty 60.7 52.0 6.1 3.5 check) Direct - Email 17.7 11.9 Direct - real time booking over own website with 10.4 9.6 availabilty check Destination Marketing Organization (DMO) / trade 0.7 2.0 1.2 2.8 associations National Tourism Organization (NTO) 0.6 0.7 Tour operator / Travel agency 5.0 2.8 Hotel chains and cooperations with CRS 0.6 9.0 8.8 16.1 Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, 2.5 2.8 Transhotel, etc.) Event and Congress organizer 0.7 1.6 Online Booking Agency (OTA) 26.5 20.1 28.7 27.1 Globale Distributionssysteme (GDS) 1.5 5.8 Social Media Channels 0.7 1.1 other distribution channels 0.6 0.6 2.0 2.0 Survey data and aggregated data from hotel chains. Market  Institute of Tourism shares in % of overnights.  Page 19

Weighted average 18.7 5.5 2.6 4.5

55.5

14.2 9.9 1.5

2.2

0.7 3.7 5.6 2.6 1.3 22.7 4.1 0.9 1.4

13.2

27.8 1.4

Weighted market shares of  distribution channels 2013:  Denmark SME hotels 2013 weighting Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 20

(n=33) 40% 25.4 6.5 4.3 3.8

Chain hotels 2013 Weighted (n=40) average 60% 20.5 21.9 7.6 7.3 3.2 3.5

63.1

3.4

55.2

3.5

16.0

12.2

13.3

7.1

8.4

8.0

0.4

0.9

0.6 3.0 1.2 1.3 0.9 26.7 1.8 0.0 1.0

1.3

2.1

0.8 3.3 6.6 6.5

28.6 1.0

Market shares in % of overnights. 

0.6 1.4 19.5 6.4 0.7 4.3

1.0

57.5

1.7

0.7 3.2 5.0 12.0

26.5 4.3

0.8 1.3 21.7 5.0 0.5 3.3

10.3

27.1 3.3

Weighted market shares of  distribution channels in  Denmark : 2013 vs 2015 Market share 2015 Market share 2013 (n=120) (n=73) Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 21

18.7 5.5 2.6 4.5

21.9 7.3 3.5 55.5

3.5

DELTA -3.3 -1.7 -0.9

57.5

1.0

14.2

13.3

0.9

9.9

8.0

1.9

1.5

1.0

2.2

0.7 3.7 5.6 2.6 1.3 22.7 4.1 0.9 1.4

1.7

0.7 3.2 5.0 13.2

27.8 1.4

0.8 1.3 21.7 5.0 0.5 3.3

Market shares in % of overnights. 

0.5

-2.0

0.4

-0.0 0.4 0.6 10.3

27.1 3.3

1.8 -0.0 1.0 -0.9 0.4 -1.9

2.9

0.6 -1.9

Market shares of distribution  channels 2015: Finland Unweighted sample: n=50

Market share

Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availability check) Direct - Email Direct - real time booking over own website with availability check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels

27.9 0.6 4.9

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6.4

65.2

17.4 7.9 0.6

0.9

0.3 5.3 3.1 1.6 3.5 16.2 2.0 0.2 2.0

confidence interval (bootstrap) 23.3 33.1 0.2 1.0 3.3 7.3 3.5 14.1

10.1 20.4

4.9

10.8

0.2 0.0 2.6 2.4

1.0 0.6 8.3 3.8

1.2 2.7 11.6 1.5 0.0 1.5

2.0 4.3 21.4 2.5 0.4 2.5

13.6

18.4 2.0

Confidence intervals are stated at the 95% level. Market  shares in % of overnights. 

Market shares of distribution  channels in Finland: 2013 vs  2015 Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels

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Market share 2015 Market share 2013 DELTA (n=50) (n=66) 27.9 32.9 -4.93 0.6 1.0 -0.39 4.9 5.0 -0.05 6.4

65.2

5.9

69.8

0.58 -4.59

17.4

18.9

-1.47

7.9

6.2

1.67

0.6

0.9

0.3 5.3 3.1 1.6 3.5 16.2 2.0 0.2 2.0

2.3

2.5

0.2 5.7 1.3 13.6

18.4 2.0

Unweighted samples. Market shares in % of  overnights. 

2.9 2.9 11.1 1.8 0.3 1.8

-1.72

-1.64

0.08 -0.34 1.81 12.8

13.2 1.8

-1.27

0.81

0.61 5.12 0.14 5.16 -0.10 0.26 0.26

Weighted market shares of  distribution channels 2015:  Finland SME hotels 2015 (n=34) weighting Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 24

56% 29.2 0.7 4.3 8.4

Chain hotels 2015 (n=43) 44% 19.0 0.2 4.7

68.9

1.7

Weighted average 24.7 0.5 4.5

55.8

5.5

20.2

8.7

15.1

6.2

21.4

12.9

0.4

0.4

0.0 6.1 1.6 1.2 3.4 14.2 1.4 0.2 2.7

0.4

0.7

0.3 1.4 8.1 12.3

15.7 2.7

6.7 1.3 18.3 7.5 0.1 0.2

0.4

63.2

0.5

0.1 4.0 4.4 17.4

25.9 0.2

Market shares in % of overnights.  Data from survey and  aggregated data from hotel chains.

3.6 2.5 16.0 4.1 0.1 1.6

14.5

20.2 1.6

Weighted market shares of  distribution channels 2013:  Finland SME hotels 2013 weighting Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels

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(n=47) 56% 38.2 0.5 3.9 7.0

Chain hotels 2013 Weighted (n=19) average 44% 19.6 25.2 2.1 1.6 7.7 6.6

73.9

3.0

59.6

4.2

19.6

17.2

17.9

4.7

10.1

8.4

3.0

3.0

0.0 6.7 0.1 2.1 3.2 8.9 0.5 0.3 1.3

0.7

1.3

0.5 3.1 4.3 12.0

9.7 1.3

Market shares in % of overnights. 

4.9 2.3 16.7 5.0 0.1 2.8

1.4

63.9

1.8

0.4 4.2 3.0 14.6

21.7 2.8

4.1 2.6 14.3 3.7 0.1 2.4

13.8

18.1 2.4

Weighted market shares of  distribution channels in  Finland: 2013 vs 2015 Market share 2015 Market share 2013 (n=77) (n=66) Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels

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24.7 0.5 4.5 5.5

30.0 1.2 5.6 63.2

5.2

DELTA -5.3 -0.7 -1.1

67.6

0.2

15.1

18.5

-3.4

12.9

7.0

5.9

0.4

0.5

0.1 4.0 4.4 3.6 2.5 16.0 4.1 0.1 1.6

2.0

2.2

0.3 5.1 1.9 14.5

20.2 1.6

3.3 2.8 12.3 2.5 0.2 2.0

Market shares in % of overnights.

-1.6

-4.5

-1.7

-0.1 -1.1 2.5 13.2

15.0 2.0

0.3 -0.3 3.7 1.6 -0.1 -0.4

1.4

5.2 -0.4

Market shares of distribution  channels 2015: Germany Unweighted sample: n=485

Market share

Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availability check) Direct - Email Direct - real time booking over own website with availability check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels

26.3 3.1 5.5

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confidence interval (bootstrap) 24.7 2.6 5.0

27.9 3.5 6.1

6.8

9.2

16.6

15.5

17.6

6.3

5.5

7.1

0.6

1.4

0.5 2.6 0.4

1.1 4.1 1.0

0.2

0.8

0.7 22.9 0.7 0.0 0.7

1.5 26.1 1.5 0.6 1.5

7.8

1.0

65.5

1.8

0.8 3.4 0.7 0.5 1.1 24.5 1.1 0.3 1.1

5.7

25.9 1.1

Confidence intervals are stated at the 95% level. Market  shares in % of overnights. 

Market shares of distribution  channels in Germany: 2013 vs  2015 Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 28

Market share 2015 Market share 2013 DELTA (n=485) (n=575) 26.3 27.7 -1.37 3.1 4.3 -1.23 5.5 4.9 0.55 7.8

65.5

7.2

67.3

0.65 -1.84

16.6

17.2

-0.61

6.3

6.1

0.17

1.0

1.8

0.8 3.4 0.7 0.5 1.1 24.5 1.1 0.3 1.1

0.9

1.7

0.8 4.4 0.9 5.7

25.9 1.1

0.7 1.5 20.6 1.6 0.2 1.0

0.10

0.08

-0.02 -1.07 -0.24 7.6

22.4 1.0

Unweighted samples. Market shares in % of overnights. 

-0.15

-1.89

-0.43 3.95 -0.46 3.55 0.06 0.07 0.07

Weighted market shares of  distribution channels in  Germany: 2015 SME hotels 2015 (n=409) weighting Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels

Institute of Tourism Page 29

56% 26.8 3.0 5.7 8.6 17.0 5.5 1.0 0.9 3.3 0.2 0.4 0.8 24.6 0.7 0.3 1.1

66.6

1.9

4.8

25.6 1.1

Market shares in % of overnights. 

Chain hotels 2015 (n=585) 44% 17.3 6.1 2.3 1.0 19.5 13.4 0.1 0.0 2.4 5.7 1.5 1.0 23.5 6.1 0.0 0.1

59.6

0.1

10.6

29.6 0.1

Weighted average 22.6 4.4 4.2 5.3 18.1 9.0 0.6 0.5 2.9 2.6 0.9 0.9 24.1 3.1 0.2 0.7

63.5

1.1

7.3

27.4 0.7

Weighted market shares of  distribution channels in  Germany: 2013 vs 2015 Market share 2015 (n=994) Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 30

22.6 4.4 4.2

Market share 2013 (n=966)

55.6

54.5 63.5

5.3

DELTA

-1.0 63.7

-0.2

18.1 9.0 0.6

9.0

8.1 1.1

0.5 2.9 2.6 0.9 0.9 24.1 3.1 0.2 0.7

0.7

0.9 1.2

0.6 4.3 0.4 7.3

1.2

4.8 20.9 27.4 2.6 0.2 0.7 0.7

Market shares in % of overnights. 

-0.0

-0.1

-0.1 -1.4 2.2 10.7

23.7 0.7

-0.3

-3.3

-3.9 3.3 0.5 3.7 -0.0 -0.1 -0.1

Market shares of distribution  channels 2015: Greece Unweighted sample: n=179

Market share

Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availability check) Direct - Email Direct - real time booking over own website with availability check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels

18.6 1.3 7.9

Institute of Tourism Page 31

4.9

47.8

9.9 5.3 0.5

1.0

0.5 19.3 0.4 4.4 0.7 22.9 0.7 0.9 2.0

confidence interval (bootstrap) 16.3 21.5 0.8 1.8 6.5 9.5 3.6 8.4

6.7 11.5

4.1

6.5

0.2 0.2 15.1 0.1

0.8 0.8 23.2 0.7

3.1 0.3 19.4 0.3 0.5 1.5

5.5 1.1 26.0 1.1 1.3 2.5

24.7

24.5 2.0

Confidence intervals are stated at the 95% level. Market  shares in % of overnights. 

Market shares of distribution  channels in Greece: 2013 vs  2015 Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels

Institute of Tourism Page 32

Market share 2015 Market share 2013 DELTA (n=179) (n=266) 18.6 22.4 -3.75 1.3 1.6 -0.31 7.9 11.0 -3.15 4.9

47.8

4.7

54.7

0.15

9.9

9.0

0.92

5.3

6.0

-0.72

0.5

1.0

0.5 19.3 0.4 4.4 0.7 22.9 0.7 0.9 2.0

0.8

1.3

0.6 19.4 0.6 24.7

24.5 2.0

3.9 0.4 16.3 0.5 1.3 1.5

-0.26

-6.86

-0.39

-0.13 -0.15 -0.21 24.3

18.1 1.5

Unweighted samples. Market shares in % of overnights. 

0.51 0.31 6.52 0.21 -0.33 0.55

0.46

6.40 0.55

Market shares of distribution  channels 2015: Hungary Unweighted sample: n=78 Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availability check) Direct - Email Direct - real time booking over own website with availability check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 33

confidence interval (bootstrap) 7.9 11.8 0.2 1.0 2.6 3.9

Market share 9.7 0.6 3.1 11.7

47.7

17.7 4.8 0.1

0.2

0.1 11.6 0.7 5.5 4.5 25.8 0.6 0.6 2.9

8.6 14.0

15.0 22.0

3.6

6.3

0.0 0.0 8.1 0.4

0.4 0.4 14.4 1.0

3.8 2.8 21.5 0.2 0.2 2.4

7.3 6.7 29.9 1.0 1.0 3.4

22.4

26.9 2.9

Confidence intervals are stated at the 95% level. Market  shares in % of overnights. 

Market shares of distribution  channels in Hungary: 2013 vs  2015 Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 34

Market share 2015 (n=78) 9.7 0.6 3.1 11.7

47.7

Market share 2013 (n=76) 12.8 2.4 3.5 11.9

56.7

DELTA -3.09 -1.82 -0.33 -0.21

17.7

20.2

-2.49

4.8

5.9

-1.09

0.1

0.2

0.1 11.6 0.7 5.5 4.5 25.8 0.6 0.6 2.9

0.8

1.5

0.7 9.3 1.0 22.4

26.9 2.9

4.6 4.4 19.1 1.9 0.4 1.2

-0.66

-9.03

-1.23

-0.57 2.26 -0.26 19.2

21.4 1.2

Unweighted samples. Market shares in % of overnights. 

0.98 0.14 6.69 -1.36 0.13 1.67

3.12

5.46 1.67

Weighted market shares of  distribution channels in  Hungary: 2013 SME hotels 2013 Chain hotels 2013 Weighted average (n=50) (n=25) 70%

weighting Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels

Institute of Tourism Page 35

15.0 3.1 3.7 13.7 22.5 5.1 0.8 0.7 7.2 0.0 3.6 3.6 17.8 1.5 0.6 1.3

30%

63.1

1.5

14.4

19.8 1.3

8.4 1.0 3.1 8.2 15.4 7.5 0.7 0.7 13.7 3.0 6.6 5.9 21.8 2.8 0.2 1.1

Market shares in % of overnights. 

43.6

1.4

29.1

24.7 1.1

13.0 2.5 3.5 12.0 20.4 5.9 0.8 0.7 9.1 0.9 4.5 4.3 19.0 1.9 0.4 1.2

57.3

1.5

18.8

21.3 1.2

Weighted market shares of  distribution channels in  Hungary: 2015 SME hotels 2015 Chain hotels 2015 Weighted average (n=50) (n=48) 70%

weighting Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels

Institute of Tourism Page 36

12.0 0.5 3.7 16.3 22.3 5.6 0.2 0.1 8.7 0.4 2.7 4.3 20.5 0.4 0.8 1.6

30%

60.3

0.3

16.1

21.7 1.6

2.2 0.3 1.4 2.0 9.4 3.2 0.0 0.0 31.0 3.7 7.3 13.1 23.3 0.8 0.0 2.0

Market shares in % of overnights. 

18.6

0.0

55.1

24.2 2.0

9.04 0.43 3.02 12.00 18.46 4.85 0.14 0.08 15.42 1.43 4.04 6.95 21.33 0.53 0.57 1.70

47.8

0.2

27.8

22.4 1.7

Weighted market shares of  distribution channels in  Hungary: 2013 vs. 2015 Market share 2015 (n=98) Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 37

9.0 0.4 3.0 12.0

Market share 2013 (n=75) 13.0 2.5 3.5

47.8

12.0

DELTA -3.98 -2.04 -0.47

57.3

-0.04

18.5

20.4

-1.92

4.9

5.9

-1.00

0.1

0.2

0.1 15.4 1.4 4.0 6.9 21.3 0.5 0.6 1.7

0.8

1.5

0.7 9.1 0.9 27.8

22.4 1.7

4.5 4.3 19.0 1.9 0.4 1.2

Market shares in % of overnights. 

-0.65

-9.45

-1.24

-0.59 6.27 0.53 18.8

21.3 1.2

-0.43 2.64 2.37 -1.34 0.14 0.49

9.02

1.17 0.49

Market shares of distribution  channels 2015: Ireland Unweighted sample: n=55

Market share

Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availability check) Direct - Email Direct - real time booking over own website with availability check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels

20.8 1.7 4.2

Institute of Tourism Page 38

3.3

51.1

6.6 14.6 1.2

1.7

0.4 11.1 1.0 2.1 1.9 25.7 2.4 1.0 2.1

confidence interval (bootstrap) 17.2 25.8 1.2 2.2 3.2 5.1 1.8 4.5

5.8 8.6

11.6

18.0

0.7 0.1 8.7 0.5

1.7 0.7 13.3 1.5

1.6 1.4 21.5 1.9 0.5 1.6

2.6 2.4 29.7 2.9 1.5 2.6

16.1

29.1 2.1

Confidence intervals are stated at the 95% level. Market  shares in % of overnights. 

Market shares of distribution  channels in Ireland: 2013 vs  2015 Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels

Institute of Tourism Page 39

Market share 2015 Market share 2013 DELTA (n=55) (n=33) 20.8 26.0 -5.27 1.7 1.8 -0.10 4.2 5.8 -1.64 3.3

51.1

3.8

59.4

-0.48

6.6

9.6

-3.02

14.6

12.4

2.23

1.2

1.7

0.4 11.1 1.0 2.1 1.9 25.7 2.4 1.0 2.1

1.1

1.6

0.5 11.0 1.9 16.1

29.1 2.1

4.2 1.2 15.3 2.4 0.9 2.1

Unweighted survey samples. Market shares in % of  overnights

0.12

-8.28

0.02

-0.10 0.12 -0.96 18.4

18.6 2.1

-2.13 0.66 10.46 0.00 0.10 0.01

-2.31

10.56 0.01

Market shares of distribution  channels 2015: Norway Unweighted sample: n=102

Market share

Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availability check) Direct - Email Direct - real time booking over own website with availability check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels

14.3 2.4 2.9

Institute of Tourism Page 40

2.8

38.8

confidence interval (bootstrap) 12.8 16.7 2.1 3.7 2.1 3.7 2.5

3.6

14.9

13.3

16.6

1.6

1.1

2.1

0.0

0.4

0.0 3.0 15.4

0.3 5.1 20.1

1.0

1.8

10.6 10.2 10.4 0.0 0.0

16.1 15.1 14.5 0.2 0.1

0.2

0.3

0.1 3.8 17.6 1.4 13.4 12.4 12.1 0.1 0.0

36.3

24.6 0.0

Confidence intervals are stated at the 95% level. Market  shares in % of overnights. 

Market shares of distribution  channels in Norway: 2013 vs  2015 Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 41

Market share 2015 Market share 2013 DELTA (n=102) (n=55) 14.3 24.9 -10.66 2.4 5.4 -3.07 2.9 3.8 -0.88 2.8

38.8

2.6

68.3

0.20

14.9

22.9

-7.98

1.6

8.6

-7.03

0.2

0.3

0.1 3.8 17.6 1.4 13.4 12.4 12.1 0.1 0.0

0.5

0.7

0.2 4.2 3.8 36.3

24.6 0.0

0.8 3.7 9.1 8.6 0.8 0.0

-0.29

-29.42

-0.42

-0.13 -0.35 13.77 12.4

18.6 0.0

Unweighted samples. Market shares in % of overnights. 

0.67 9.79 3.31 3.41 -0.76 -0.02

23.88

5.96 -0.02

Weighted market shares of  distribution channels 2013:  Norway weighting Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 42

SME hotels 2013 (n=16) 37% 24.9 4.9 8.0 5.4

74.1

Chain hotels 2013 (n=39) 63% 24.9 5.6 2.1 1.4

65.8

Weighted average 24.9 5.4 4.3 2.9

25.6

21.8

23.2

5.3

10.0

8.2

1.1

1.4

0.3 6.1 0.8 0.1 6.7 7.3 1.3 2.3 0.0

0.3

0.5

0.2 3.4 5.0 13.7

10.8 0.0

1.1 2.4 9.9 11.7 0.2 0.1

Market shares in % of overnights. 

0.6

68.9

0.8

0.2 4.4 3.5 11.9

21.8 0.1

0.7 4.0 8.9 7.8 1.0 0.0

12.5

17.7 0.0

Weighted market shares of  distribution channels 2015:  Norway SME hotels 2015 (n=5) weighting Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 43

37%

63% 15.9 2.2 3.2

19.2 8.8 0.6 7.6

Chain hotels 2015 (n=180)

59.8

2.7

Weighted average 17.1 4.6 2.3

47.7

4.5

20.8

16.0

17.8

2.8

7.8

5.9

0.0

0.0

0.0 2.0 3.8 0.0 8.2 19.0 7.2 0.0 0.0

0.1

0.2

0.1 1.9 12.3 14.0

26.2 0.0

5.3 6.7 13.5 12.6 0.0 0.0

Market shares in % of overnights. 

0.1

52.2

0.1

0.0 2.0 9.1 26.1

26.1 0.0

3.3 7.2 15.5 10.6 0.0 0.0

21.6

26.1 0.0

Weighted market shares of  distribution channels in  Norway: 2013 vs 2015 Market share 2015 Market share 2013 (n=185) (n=55) Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 44

17.1 4.6 2.3 4.5

24.9 5.4 4.3 52.2

2.9

DELTA -7.8 -0.8 -2.0

68.9

1.6

17.8

23.2

-5.4

5.9

8.2

-2.3

0.1

0.1

0.0 2.0 9.1 3.3 7.2 15.5 10.6 0.0 0.0

0.6

0.8

0.2 4.4 3.5 21.6

26.1 0.0

0.7 4.0 8.9 7.8 1.0 0.0

Market shares in % of overnights

-0.5

-16.7

-0.7

-0.2 -2.4 5.7 12.5

17.7 0.0

2.6 3.2 6.6 2.8 -1.0 -0.0

9.1

8.4 -0.0

Market shares of distribution  channels 2015: Spain Unweighted sample: n=132

Market share

Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availability check) Direct - Email Direct - real time booking over own website with availability check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels

10.5 1.8 3.7

Institute of Tourism Page 45

2.6

37.2

confidence interval (bootstrap) 8.1 12.4 1.1 2.5 2.7 4.6 1.8

3.4

8.4

6.9

10.2

10.2

8.6

11.8

0.6

1.6

0.0 10.3 1.9

0.2 15.7 3.2

6.9

11.1

2.7 24.5 2.7 0.0 1.1

5.8 31.2 4.6 0.6 2.3

1.1

1.3

0.1 12.7 2.6 9.0 4.0 27.6 3.6 0.3 1.7

28.4

31.5 1.7

Confidence intervals are stated at the 95% level. Market  shares in % of overnights. 

Market shares of distribution  channels in Spain: 2013 vs  2015 Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 46

Market share 2015 Market share 2013 DELTA (n=132) (n=153) 10.5 16.7 -6.25 1.8 2.7 -0.90 3.7 6.1 -2.45 2.6

37.2

3.3

43.6

-0.69 -6.45

8.4

6.5

1.94

10.2

8.3

1.90

1.1

1.3

0.1 12.7 2.6 9.0 4.0 27.6 3.6 0.3 1.7

0.3

0.4

0.1 16.0 3.6 28.4

31.5 1.7

8.6 2.0 21.7 1.9 0.5 1.8

0.87

0.86

-0.01 -3.25 -0.99 30.2

24.0 1.8

Unweighted samples. Market shares in % of overnights. 

0.36

-1.81

2.07 5.93 1.74 7.48 -0.19 -0.11 -0.11

Market shares of distribution  channels 2015: Sweden Unweighted sample: n=74

Market share

Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availability check) Direct - Email Direct - real time booking over own website with availability check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels

15.5 1.5 3.4 3.1

39.5

confidence interval (bootstrap) 13.8 17.8 1.2 1.8 3.1 3.7 2.8

3.4

16.1

14.5

18.0

0.1

0.0

0.2

0.0

0.2

0.0 2.6 21.9

0.2 8.0 27.5

0.5

1.3

0.0

0.1

0.1 4.4 24.2 0.9

39.6

10.1 8.3 12.2 8.8 7.8 10.8 20.9 12.1 10.9 14.5 0.0 0.0 0.2 0.0 0.0 0.0 0.2 Confidence intervals are stated at the 95% level. Market shares in  Institute of Tourism % of overnights. Sample biased as only 3 SME hotels present. Page 47

Market shares of distribution  channels in Sweden: 2013 vs  2015 Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels

Market share 2015 Market share 2013 DELTA (n=74) (n=17) 15.5 34.1 -18.61 1.5 1.2 0.33 3.4 4.5 -1.17 3.1

39.5

6.9

74.7

-3.89 -35.20

16.1

22.2

-6.17

0.1

5.8

-5.69

0.0

0.1

0.1 4.4 24.2 0.9 10.1 8.8 12.1 0.0 0.0

2.2

3.5

1.4 4.1 0.1 39.6

20.9 0.0

0.0 0.2 11.8 1.5 0.3 3.8

-2.18

-3.48

-1.30 0.31 24.10 4.4

13.6 3.8

0.85 9.91 -3.02 10.58 -0.29 -3.76

35.18

7.26 -3.76

Observations for 2013 not sufficient ‐> results on evolution not  Institute of Tourism reliable! Unweighted sample. Market shares in % of overnights.  Page 48

Weighted market shares of  distribution channels 2015:  Sweden SME hotels 2015 (n=3) weighting Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 49

56% 21.7 0.3 3.7 3.3

Chain hotels 2015 (n=154) 44% 14.0 1.4 2.9

39.0

2.7

Weighted average 18.3 0.8 3.3

50.1

3.0

8.3

14.6

11.1

1.7

14.5

7.3

0.0

1.3

1.3 33.7 0.0 0.0 0.0 26.0 0.0 0.0 0.0

0.0

0.0

0.0 1.5 18.5 33.7

26.0 0.0

3.5 5.0 9.1 12.2 0.0 0.0

0.0

43.9

0.7

0.7 19.5 8.1 28.5

21.3 0.0

1.5 2.2 18.6 5.4 0.0 0.0

Observations for SME hotels not sufficient ‐> results not  reliable! Market shares in % of overnights. 

31.4

23.9 0.0

Weighted market shares of  distribution channels 2013:  Sweden weighting Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 50

SME hotels 2013 (n=14) 56% 34.2 0.8 5.1 8.4

76.2

Chain hotels 2013 (n=3) 44% 33.3 3.0 2.0 0.3

67.7

Weighted average 33.8 1.8 3.7 4.8

21.9

23.7

22.7

5.9

5.3

5.6

1.9

3.1

1.1 3.1 0.1 0.0 0.1 12.2 1.8 0.4 3.0

3.3

5.7

2.3 9.0 3.4

14.4 3.0

0.0 0.3 10.0 0.0 0.0 7.3

2.5

72.5

4.2

1.7 5.7 0.1 9.3

10.0 7.3

0.0 0.2 11.2 1.0 0.2 4.9

Observations for chain hotels not sufficient ‐> results not  reliable! Market shares in % of overnights. 

6.0

12.4 4.9

Weighted market shares of  distribution channels in  Sweden: 2013 vs 2015 Market share 2015 Market share 2013 (n=157) (n=17) Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 51

18.3 0.8 3.3 3.0

33.8 1.8 3.7 43.9

4.8

DELTA -15.5 -1.0 -0.4

72.5

-1.8

11.1

22.7

-11.6

7.3

5.6

1.7

0.0

0.7

0.7 19.5 8.1 1.5 2.2 18.6 5.4 0.0 0.0

2.5

4.2

1.7 5.7 0.1 31.4

23.9 0.0

0.0 0.2 11.2 1.0 0.2 4.9

-2.5

-28.6

-3.5

-0.9 13.9 8.1 6.0

12.4 4.9

1.5 2.0 7.3 4.4 -0.2 -4.9

Bias in samples 2013 and 2015 ‐> results on evolution not  reliable! Market shares in % of overnights. 

25.4

11.5 -4.9

Market shares of distribution  channels in 2015 according to  Visita survey in Sweden Booking.com Expedia other OTA GDS Own website Othe booking channels (direct, etc.)

Total SME hotels (unweighted) (n=60) 11.3% 17.1% 5.7% 8.1% 1.9% 3.8% 9.8% 5.6% 14.1% 11.5% 47.1% 47.5%

Relative market shares of OTAs 59.4% Booking.com 29.2% Expedia 11.5% other OTA

Institute of Tourism Page 52

chain hotels Total (n=140) (weighted) 8.8% 13.5% 29.0% 14.6% 4.7% 6.6% 1.0% 2.6% 11.6% 8.2% 15.2% 13.1% 59.0% 62.2% 46.9% 47.3%

22.7%

60.4%

 ‐ SME hotels: OTA share in hotrec data 26% compared to 29% in  Visita survey. ‐ Chain hotels: OTA share in hotrec data 9.1% compared to 14.6% in  Visita survey.

Market shares of distribution  channels 2015: Switzerland Unweighted sample: n=226 Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availability check) Direct - Email Direct - real time booking over own website with availability check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels

Institute of Tourism Page 53

Market share 19.9 2.0 4.7 5.0 21.6 7.5 1.4 0.7 4.6 1.1 2.3 2.3 20.6 3.4 0.4 2.5

60.7

2.1

10.3

24.3 2.5

Confidence intervals are stated at the 95% level. Market  shares in % of overnights. 

confidence interval (bootstrap) 18.2 21.4 1.5 2.7 4.0 5.4 3.9 6.2 20.0 23.5 6.4 8.6 1.1 1.7 0.3 1.0 3.7 5.9 0.8 1.4 1.9 2.7 1.9 2.7 18.7 23.2 2.6 4.2 0.1 0.7 1.9 3.1

Market shares of distribution  channels in Switzerland: 2013  vs 2015 Market share 2015 Market share 2013 Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels

Institute of Tourism Page 54

19.9 2.0 4.7 5.0 21.6 7.5 1.4 0.7 4.6 1.1 2.3 2.3 20.6 3.4 0.4 2.5

60.7

2.1

10.3

24.3 2.5

20.6 2.2 5.9 6.4 21.2 7.5 1.4 1.1 4.6 1.3 2.7 1.5 19.4 2.8 0.3 1.3

63.7

2.5

10.0

22.5 1.3

Unweighted samples. Market shares in % of overnights. 

DELTA -0.66 -0.21 -1.15 -1.36 0.39 -0.01 0.04 -0.35 0.08 -0.17 -0.39 0.77 1.21 0.54 0.07 1.21

-3.00

-0.31

0.29

1.82 1.21

Trends in Booking Channels in  Swiss Hotels 2002‐2015 Social media channels & others

Hotel chain & affiliation with CRS *2015 (n=226)

Global distribution systems - GDS

2014 (n=250) *2013 (n=279) 2012 (n=200)

Event and conference organizers

2011 (n=196) 2010 (n=211)

Tourism organisations (DMO)

2009 (n=198) 2008 (n=184) 2006 (n=100)

Tour operators / TA & Wholesaler

2005 (n=94) 2002 (n=202)

Online Travel Agency (OTA)

Direct Bookings (E-mail, telephone…) 0%

Institute of Tourism Page 55

10%

20%

30%

40%

50%

60%

70%

80%

90%

Attention: Market shares in %  of bookings for 2002‐2012 & 2014  and in % of overnights in 2013 and 2015 !

Trends in Booking Channels in  Swiss Hotels 2006‐2015 Social media channels & others Hotel chain & affiliation with CRS Global distribution systems - GDS *2015 (n=226) 2014 (n=250)

Event and conference organiszers

*2013 (n=279) 2012 (n=200)

Tourism organisations (DMO)

2011 (n=196) 2010 (n=211)

Realtime booking (own website)

2009 (n=198) 2008 (n=184)

Tour operators / TA & Wholesaler

2006 (n=100)

Online Travel Agency (OTA) Tradit. channels (telephone, fax, letter, walkin), E-Mail & Web form 0%

Institute of Tourism Page 56

10%

20%

30%

40%

50%

60%

70%

80%

Attention: Market shares in %  of bookings for 2002‐2012 & 2014  and in % of overnights in 2013 and 2015 !

Distribution Trends in the Swiss  Hotel Sector 2002‐2015 Tourism partners (tour operators, wholesaler, DMO national-local, event & conference organizers, hotel chain, others)

*2015 (n=226) 2014 (n=250) *2013 (n=279) 2012 (n=200) 2011 (n=196)

Online booking intermediairies (OTA, GDS, social media)

2010 (n=211) 2009 (n=198) 2008 (n=184) 2006 (n=100) 2005 (n=94)

Direct Bookings (hotel-guest)

2002 (n=202)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Institute of Tourism Page 57

Attention: Market shares in %  of bookings for 2002‐2012 & 2014  and in % of overnights in 2013 and 2015 !

Distribution Trends in the Swiss  Hotel Sector 2002‐2015 * 2015 (n=226) 2014 (n=250) * 2013 (n=279) 2012 (n=200) 2011 (n=196) 2010 (n=211) 2009 (n=198) 2008 (n=184) 2006 (n=100) 2005 (n=94) 2002 (n=202) 0%

10%

20%

30%

Direct Bookings (hotel‐guest)

Institute of Tourism Page 58

40%

50%

60%

70%

80%

90%

Indirect Booking (via intermediairy)

Attention: Market shares in %  of bookings for 2002‐2012 & 2014  and in % of overnights in 2013 and 2015 !

100%

Market shares of distribution  channels 2015: Turkey Unweighted sample: n=56

Market share

Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availability check) Direct - Email Direct - real time booking over own website with availability check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels

11.0 2.7 6.1

Institute of Tourism Page 59

2.6

43.0

confidence interval (bootstrap) 8.4 13.9 1.2 4.2 4.5 7.8 1.4

4.8

16.4

12.0

20.5

4.2

2.7

5.7

0.5

1.5

0.9 15.5 0.1

2.1 27.4 0.9

3.7

7.4

4.0 14.2 1.6 0.6 0.6

8.0 20.6 2.9 1.6 1.6

1.0

2.5

1.5 20.8 0.5 5.6 6.0 17.3 2.2 1.1 1.1

32.8

20.6 1.1

Confidence intervals are stated at the 95% level. Market  shares in % of overnights. 

Market shares of distribution  channels in Turkey: 2013 vs  2015 Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availabilty check) Direct - Email Direct - real time booking over own website with availabilty check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 60

Market share 2015 Market share 2013 DELTA (n=56) (n=52) 11.0 11.1 -0.15 2.7 6.6 -3.93 6.1 5.6 0.42 2.6

43.0

3.1

41.7

-0.48 1.27

16.4

9.9

6.50

4.2

5.3

-1.09

1.0

2.5

1.5 20.8 0.5 5.6 6.0 17.3 2.2 1.1 1.1

1.5

2.4

0.9 26.1 1.5 32.8

20.6 1.1

5.3 4.3 12.1 4.1 0.7 1.8

-0.48

0.10

0.58 -5.31 -1.04 37.2

16.9 1.8

Unweighted samples. Market shares in % of overnights. 

0.26

-4.40

1.69 5.17 -1.86 3.73 0.42 -0.69 -0.69

Distribution channels for  countries with 20 to 50  observations • • •

France (n=22) Poland (n=33) Slovakia (n=23)

Results have to be taken with caution due to low number of observations

Institute of Tourism Page 61

Market shares of distribution  channels 2015: France Unweighted sample: n=22 Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availability check) Direct - Email Direct - real time booking over own website with availability check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 62

confidence interval (bootstrap) 11.3 25.8 1.0 2.8 1.6 6.6

Market share 18.0 1.9 3.5 2.2

1.0

3.4

14.9

10.5

18.8

11.5

7.8

15.1

0.0

0.3

0.0 1.7 0.1

0.3 6.2 0.5

2.2

6.3

2.3 20.6 2.5 0.0 1.1

6.5 39.6 7.1 0.4 3.2

0.0

52.0

0.1

0.1 3.7 0.3 4.3 4.5 28.1 4.7 0.2 2.1

12.7

33.1 2.1

Market shares of distribution  channels 2015: Poland Unweighted sample: n=33 Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availability check) Direct - Email Direct - real time booking over own website with availability check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 63

confidence interval (bootstrap) 13.6 20.0 0.0 0.6 4.6 8.3

Market share 16.4 0.3 6.2 1.6

1.0

2.1

20.2

15.3

25.6

10.6

5.8

15.6

0.0

0.3

0.0 2.7 1.6

0.3 10.7 4.8

2.4

7.0

1.8 17.6 1.7 0.1 0.0

5.4 28.1 5.3 0.7 0.2

0.0

55.4

0.1

0.1 6.4 3.2 4.7 3.6 22.7 3.5 0.4 0.1

17.9

26.5 0.1

Market shares of distribution  channels 2015: Slovakia Unweighted sample: n=23 Direct - Phone Direct - Mail / fax Direct - Walk-In (persons without reservation) Direct - Contact form on own website (without availability check) Direct - Email Direct - real time booking over own website with availability check Destination Marketing Organization (DMO) / trade associations National Tourism Organization (NTO) Tour operator / Travel agency Hotel chains and cooperations with CRS Wholesaler (e.g. Hotelbeds, Tourico, Gulliver, Transhotel, etc.) Event and Congress organizer Online Booking Agency (OTA) Globale Distributionssysteme (GDS) Social Media Channels other distribution channels Institute of Tourism Page 64

confidence interval (bootstrap) 9.3 24.5 1.1 3.5 3.4 7.2

Market share 16.5 2.3 5.2 9.8

69.0

4.6

16.3

29.6

22.1

38.1

5.6

3.5

7.4

0.3

1.5

0.0 4.1 0.5

0.4 10.4 1.8

0.4

1.7

3.1 6.1 0.6 0.1 0.8

8.9 16.0 2.4 0.9 2.4

0.9

1.1

0.2 7.0 1.3 1.1 6.0 11.0 1.5 0.5 1.6

15.4

13.0 1.6

Analysis of direct booking  market shares

Source: http://www.brackenrothwell.com/services/intermediary-business Institute of Tourism Page 65

Direct booking shares for selected  countries (2013 vs 2015) Slovakia (23 / 35)

69,0

Germany (485 / 575)

65,5

Finland (50 / 66)

65,2

Austria (130 / 58)

63,6

Switzerland (226 / 272)

60,7

Norway* (102 / 55)

59,8

Denmark (98 / 73)

56,8

Poland (33 / 0)

55,4

Overall European Sample…

55,3

Czech Republic (51 / 82)

54,4

France (22 / 49)

52,0

Ireland (55 / 33)

51,1

Belgium (76 / 78)

50,4

Greece (177 / 266)

48,4

Hungary (78 / 76)

47,7

Latvia (12 / 33)

44,4

Turkey (56 / 52)

43,0

Spain (132 / 153)

37,2

Malta (13 /  27) 0,0

Institute of Tourism Page 66

2013

25,5 10,0

20,0

30,0

40,0

50,0

60,0

Less than 30 observations ‐> weak validity of mean value.  Number of observations in brackets for 2015 and 2013  respectively. * Weighted values for Norway

70,0

2015

in % 80,0

Direct booking shares by segment  (overall sample Europe) Seasonality

Star category

Size of hotel (rooms) Main customer  segments of hotels

Location of hotel

66.9%

one season  business  (winter) 67.4%

one season  business  (summer) 54.1%

55.3%

1*

2*

3*

4*

5*

52.1%

59.4%

57.9%

52.2%

45.8%

Less than 20 62.9%

From 20 to 50 60.9%

From 50 to 100 53.0

100 and over 41.6%

Total 55.2%

open all year  round

two seasons  business

54.3%

Business 58.1% City with more  than 250'000  inhabitants 41.5%

Type of hotel

Independant  hotel 59.9%

Institute of Tourism Page 67

Total

Vacation /  leisure 52.6%

MICE

Other segment

Total

52.9%

70.9%

55.3%

City between  50'000 and  250'000  inhabitants 51.4%

City between  10'000 and  50'000  inhabitants 57.9%

small city (less  than 10'000  inhabitants)

Total

63.3%

55.0%

Hotel chain 39.9%

Hotel  cooperation 55.3%

other  category 57.9%

Total 55.1%

Values highlighted in blue are significantly higher than sample  average. Cells marked in red are significantly lower.

Total 55.4%

Direct booking shares by segment  (independent SME hotels, Europe) 66.7%

one season  business  (winter) 72.1%

one season  business  (summer) 55.4%

60.1%

1* 50.4%

2* 59.2%

3* 60.2%

4* 56.8%

5* 44.8%

Less than 20 63.6%

From 20 to 50 62.5%

From 50 to 100 56.6%

100 and over 43.1%

Total 59.9%

open all year  round

two seasons  business

60.1% Star category

Size of hotel (rooms)

Seasonality

Main customer  segments of hotels

Location of hotel

Business 65.2% City with more  than 250'000  inhabitants 43.5%

Institute of Tourism Page 68

Total

Vacation /  leisure 56.2%

MICE

Other segment

Total

62.1%

74.1%

60.1%

City between  50'000 and  250'000  inhabitants 59.1%

City between  10'000 and  50'000  inhabitants 61.2%

small city (less  than 10'000  inhabitants)

Total

64.8%

59.8%

Values highlighted in blue are significantly higher than sample  average. Cells marked in red are significantly lower.

other  58.1%

Total 58.5%

Direct booking shares by segment  (chain hotels, Europe) Seasonality

Star category

Size of hotel (rooms)

Main customer  segments of hotels

Location of hotel

45.0%

3*

4*

5*

64.1%

48.4%

44.4%

46.0%

From 20 to 50 52.3%

From 50 to 100 47.1

100 and over 41.0%

Total 45.0%

two seasons  business

44.2%

67.9%

1*

2*

61.5% Less than 20 53.9% Business 47.1% City with more  than 250'000  inhabitants 39.8%

Institute of Tourism Page 69

one season  business  (summer) 44.5%

open all year  round

one season  business  (winter)

Total

Vacation /  leisure 43.0%

MICE

Other segment

Total

40.3%

53.2%

44.9%

City between  50'000 and  250'000  inhabitants 42.3%

City between  10'000 and  50'000  inhabitants 48.2%

small city (less  than 10'000  inhabitants)

Total

55.4%

44.9%

other  category 56.4%

Values highlighted in blue are significantly higher than sample  average. Cells marked in red are significantly lower.

Total 46.9%

Analysis of OTA market shares

Source: http://www.brackenrothwell.com/services/intermediary-business Institute of Tourism Page 70

OTA market shares 2015 vs  2013 for selected countries Belgium (76/78)

36,7

France (22/49)

28,1

Spain (132/153)

27,6

Poland (33/0)

22,7

Germany (994*/966*)

24,1

Hungary (78*/76)

21,3

Denmark (120*/73)

22,7

Czech Republic (52/82)

23,7

Ireland (55/33)

25,7

Switzerland (226/272)

20,6

Greece (179/266)

22,9

Austria (130/58)

21,2

Sweden (157*/17)

18,6

Turkey (56/52)

17,3

Finland (77*/66*) Norway (185*/55)

2015

15,5

Slovakia (23/35)

11,0 0,0

Institute of Tourism Page 71

2013

16,0

5,0

10,0

in % 15,0

20,0

25,0

30,0

Less than 30 observations ‐> weak validity of mean value.  Number of observations in brackets for 2015 and 2013  respectively.  * = weighted OTA market shares

35,0

40,0

OTA market shares by segment  (overall sample Europe) Seasonality

Star category

Size of hotel (rooms) Main customer  segments of hotels

Location of hotel

17.8%

one season  business  (winter) 15.7%

one season  business  (summer) 20.0%

22.3%

1*

2*

3*

4*

5*

33.5%

25.7%

24.5%

22.0%

17.0%

Less than 20 27.5%

From 20 to 50 23.1%

From 50 to 100 20.7%

100 and over 17.6%

Total 22.3%

open all year  round

two seasons  business

23.1%

Business 21.2% City with more  than 250'000  inhabitants 29.2%

Type of hotel

Independant  hotel 23.5%

Institute of Tourism Page 72

Total

Vacation /  leisure 23.6%

MICE

Other segment

Total

16.7%

15.0%

22.3%

City between  50'000 and  250'000  inhabitants 21.6%

City between  10'000 and  50'000  inhabitants 20.6%

small city (less  than 10'000  inhabitants)

Total

19.5%

22.3%

Hotel chain 18.3%

Hotel  cooperation 23.1%

other  category 22.7%

Total 22.3%

Values highlighted in blue are significantly higher than sample  average. Cells marked in red are significantly lower.

Total 22.3%

OTA market shares by segment  (independent SME hotels, Europe) Seasonality

Star category

Size of hotel (rooms)

Main customer  segments of hotels

Location of hotel

open all year  24.5%

two seasons  19.2%

one season  9.7%

one season  21.0%

Total 23.4%

1*

2*

3*

4*

5*

37.0%

26.4%

24.0%

20.7%

18.3%

Less than 20 27.3%

From 20 to 50 22.6%

From 50 to 100 20.9%

100 and over 19.2%

Total 23.4%

Business 22.6% City with more  than 250'000  inhabitants 35.3%

Institute of Tourism Page 73

Vacation /  leisure 24.8%

MICE

Other segment

Total

12.9%

14.5%

23.4%

City between  50'000 and  250'000  inhabitants 24.3%

City between  10'000 and  50'000  inhabitants 22.3%

small city (less  than 10'000  inhabitants)

Total

20.1%

23.4%

other  category 23.9%

Values highlighted in blue are significantly higher than sample  average. Cells marked in red are significantly lower. N=1513

Total 23.4%

OTA market shares by segment  (hotels of chains and cooperations,  Europe) Seasonality

open all year  20.6%

two seasons  10.1%

one season 

one season  12.4%

Total 19.9%

Star category

1* 13.8%

2* 14.4%

3* 26.6%

4* 24.3%

5* 16.7%

Size of hotel (rooms)

Less than 20 29.8%

From 20 to 50 25.9%

From 50 to 100 20.3%

100 and over 17.0%

Total 19.9%

Main customer  segments of hotels

Business 19.1%

Vacation /  20.4%

MICE 21.8%

Other segment 18.0%

Total 19.9%

Location of hotel

City with more  24.2%

City between  18.4%

City between  15.4%

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small city (less  Total 16.2% 19.9%

Values highlighted in blue are significantly higher than sample  average. Cells marked in red are significantly lower. N=697

other  14.8%

Total 19.9%

OTAs in Europe

Institute of Tourism Page 75

Unweighted relative market  shares of OTAs in Europe Booking.com

62,19

Expedia

11,45

HRS

9,95

other platforms (1)

4,72

Hotels.com

3,57

Hotel.de

1,73

other platforms (2)

1,21

Venere

0,77

Agoda

0,75

Bergfex

0,54

eBookers (Orbitz)

0,52

Orbitz Travel

0,5 0

Institute of Tourism Page 76

2013 2015 10

20

30

40

50

60

70

observations (n) 49 Agoda 0.2 Booking.com 66.8 Priceline 67.0 HRS 7.9 Hotel.de 4.0 Tiscover 3.4 HRS Group (total) 15.3 Expedia 5.5 Venere 2.1 Hotels.com 0.3 eBookers 0.0 Orbitz Travel 0.0 Expedia Group (total) 7.9

Total of top 3

112 56 64 55 40 50 68 42 39 597 395 1736 0.5 0.0 0.1 0.3 0.3 0.0 0.5 0.0 0.1 0.2 0.2 0.5 65.0 70.2 68.6 65.0 60.6 58.1 59.4 64.6 63.7 41.6 47.0 59.5 65.5 70.2 68.6 65.2 60.9 58.2 59.9 64.6 63.8 41.8 47.2 60.0 8.3 3.6 5.0 8.6 10.8 4.7 3.4 1.9 0.9 31.1 28.7 11.9 1.2 1.1 0.5 5.0 2.6 1.7 0.8 0.6 0.4 10.4 5.9 4.6 3.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.1 0.0 0.2 12.8 4.7 5.5 13.5 13.3 6.4 4.3 2.5 1.3 41.6 34.6 16.6 8.1 6.6 12.6 8.3 8.6 8.9 19.4 2.5 6.8 5.8 11.1 7.5 0.7 1.6 0.8 3.5 0.5 1.6 1.1 0.5 0.1 1.1 0.2 2.4 1.1 0.6 0.6 1.5 1.6 9.1 6.5 2.2 7.4 1.0 0.9 1.8 0.8 0.4 0.6 0.1 0.2 0.1 0.2 0.5 5.0 0.2 0.1 1.1 0.5 0.6 0.3 0.5 0.3 0.1 0.8 0.5 0.5 0.4 0.1 1.7 11.2 9.9 14.9 13.7 11.2 19.9 27.9 6.2 19.8 8.5 12.4 14.5

overall sample 2015

overall sample 2013

Germany 2015*

Germany 2013*

Finland 2015

Finland 2013

Denmark 2015

Denmark 2013

Czech Republic 2015

Czech Republic 2013

Belgium 2015

Belgium 2013

Austria 2015

Austria 2013

Relative market shares of top 3  OTAs in selected countries (I)

1870 0.8 62.2 62.9 10.0 1.7 0.2 11.9 11.5 0.8 3.6 0.5 0.5 16.8

90.2 89.5 84.7 89.0 92.5 85.4 84.4 92.1 73.3 84.9 92.0 94.2 91.1 91.7

Based on sample data from countries with more than 40 observations from survey (* plus data from  Institute of Tourism hotel chains in Germany ‐> weighted average). Page 77

Total of top 3

overall sample 2015

overall sample 2013

Switzerland 2015

Spain 2015

Switzerland 2013

Spain 2013

Norway 2013

Hungary 2015

Hungary 2013

141 68 73 41 0.9 2.1 1.7 0.2 73.6 55.7 56.0 72.7 74.5 57.8 57.7 72.9 0.8 6.1 5.4 2.3 0.4 2.5 0.5 1.4 0.0 0.0 0.0 0.0 1.2 8.6 6.0 3.7 15.0 8.3 13.4 8.5 0.9 1.6 0.3 0.4 2.9 1.1 1.6 5.7 0.1 0.5 0.7 0.1 0.1 0.4 0.7 0.7 19.0 11.9 16.8 15.3

Norway 2015

observations (n) 163 Agoda 0.5 Booking.com 73.3 Priceline 73.8 HRS 0.5 Hotel.de 0.7 Tiscover 0.0 HRS Group (total) 1.2 Expedia 8.8 Venere 3.7 Hotels.com 2.8 eBookers 0.2 Orbitz Travel 0.1 Expedia Group (total) 15.6

Greece 2015

Greece 2013

Relative market shares of top 3  OTAs in selected countries (II)

101 0.1 63.1 63.2 2.8 0.1 0.0 2.8 11.2 0.0 21.0 0.2 1.1 33.6

127 1.4 66.2 67.6 2.0 1.5 0.0 3.5 10.9 3.9 1.1 0.6 1.3 17.9

118 247 202 1736 1870 2.6 0.4 0.9 0.5 0.8 54.9 69.7 70.3 59.5 62.2 57.5 70.1 71.3 60.0 62.9 2.6 6.7 7.0 11.9 10.0 0.9 3.0 1.5 4.6 1.7 0.0 0.1 0.1 0.2 0.2 3.5 9.8 8.6 16.6 11.9 20.0 6.3 10.8 7.5 11.5 1.0 2.6 0.9 2.4 0.8 1.5 1.0 1.5 1.8 3.6 1.0 1.3 0.5 1.1 0.5 1.3 0.3 0.5 1.7 0.5 24.8 11.5 14.2 14.5 16.8

90.6 94.7 78.2 80.5 91.9 99.6 89.0 85.8 91.4 94.1 91.1 91.7 Institute of Tourism Page 78

Based on sample data from countries with more than 40  observations from survey

Relative market shares of top 3  OTAs in selected countries in  2013 Czech Republic

65,2

Norway

13,5

72,9

Germany

3,7

41,8

8,5

70,1

Greece

9,8

73,8

Austria

67,0

Spain

67,6

1,2

Belgium

3,5

58,2

Hungary

57,8

Finland 20,0

30,0

Priceline

7,9

11,8 4,7

6,4

9,9

19,9

8,6

64,6 10,0

15,6

17,9

16,6 70,2

Denmark

11,5

15,3

60,0

0,0

15,3

41,6

Switzerland

overall sample

13,7

11,9 2,5 6,2

40,0

HRS Group

50,0

60,0

70,0

80,0

Expedia Group

Based on sample data from countries with more than 40 observations from survey (plus data from  Institute of Tourism hotel chains in Germany ‐> weighted average). Page 79

90,0

100,0

Relative market shares of top 3  OTAs in selected countries in  2015 Norway

63,2

2,8

Greece

33,6

74,5

Germany

1,2

47,2

34,6

Switzerland

12,4

71,3

Denmark

8,6

59,9

overall sample

4,3

Austria

11,9

65,5

Belgium

5,5

57,5

3,5

60,9

Finland

0,0

10,0

20,0

30,0

Priceline

24,8 11,2

1,3

57,7

19,8

6,0

40,0

HRS Group

50,0

60,0

11,2 14,9

13,3

63,8

Hungary

16,8

12,8

68,6

Czech Republic

14,2

27,9

62,9

Spain

19,0

16,8

70,0

80,0

Expedia Group

Based on sample data from countries with more than 40 observations from survey (plus data from  Institute of Tourism hotel chains in Germany ‐> weighted average). Page 80

90,0

100,0

Relative market shares of  Priceline by hotel segment Seasonality

one season  business  (summer) 73.1%

62.9%

1*

2*

3*

4*

5*

76.8%

72.9%

62.9%

58.4%

62.4%

Less than 20 69.9%

From 20 to 50 63.5%

From 50 to 100 59.2%

100 and over 60.0%

Total 62.9%

two seasons  business

60.7% Star category

Size of hotel (rooms) Main customer  segments of hotels

Location of hotel

72.8%

one season  business  (winter) 66.0%

open all year  round

Business 56.3% City with more  than 250'000  inhabitants 62.7%

Type of hotel

Independant  hotel 65.0%

Institute of Tourism Page 81

Vacation /  leisure 68.0%

53.0%

City between  50'000 and  250'000  inhabitants 61.1%

City between  10'000 and  50'000  inhabitants 60.8%

Hotel chain 58.9%

MICE

Hotel  cooperation 59.3%

Total

Other segment Total 65.2%

62.9%

small city (less  than 10'000  Total inhabitants) 69.5% Total 62.9%

62.9%

other  category 64.6%

Total 62.9%

OTA Commission Rates  Reductions

Institute of Tourism Page 82

Have you received a reduction of  OTA Commission Rates since  summer 2015? Ireland (n=53) Belgium (68) Turkey (n=58) Latvia (n=11) Estonia (n=14) Denmark (n=87) Finland (n=45) Norway (n=19) France (n=21) Total Sample (n=1843) Malta (n=12) Spain (n=126) Hungary (n=73) Poland (n=32) Germany (n=413) Austria (n=114) Switzerland (n=218) Slovakia (n=21) Czech Republic (n=45) Greece (n=157 0,00%

Institute of Tourism Page 83

24,5% 22,1% 19,0% 18,2% 14,3% 13,8% 13,3% 10,5% 9,5% 8,5% 8,3% 7,1% 6,8% 6,3% 6,1% 5,3% 5,0% 4,8% 4,4% 3,2% 5,00%

10,00%

The weighted European average is 8.4%

15,00%

20,00%

25,00%

Based on unweighted (raw) sample data from countries  with at least 10 observations.

30,00%

Have you received a reduction of  OTA Commission Rates since  summer 2015? Seasonality

one season  business  (summer) 4.9%

8.50%

1*

2*

3*

4*

5*

3.1%

3.0%

6.3%

10.1%

28.2%

Less than 20 4.0%

From 20 to 50 4.9%

From 50 to 100 9.3%

100 and over 18.2%

Total 8.50%

two seasons  business

9.7% Star category

Size of hotel (rooms) Main customer  segments of hotels

Location of hotel

3.3%

one season  business  (winter) 0.0%

open all year  round

Business 10.1% City with more  than 250'000  inhabitants 16.1%

Type of hotel

Independant  hotel 5.1% Institute of Tourism Page 84

Vacation /  leisure 7.1%

15.5%

City between  50'000 and  250'000  inhabitants 9.5%

City between  10'000 and  50'000  inhabitants 4.1%

Hotel chain 18.0%

MICE

Hotel  cooperation 16.1%

Total

other  category 8.8%

Other segment Total 7.1%

8.50%

small city (less  than 10'000  Total inhabitants) 8.50% Total 8.50%

Based on unweighted (raw) sample data. Elements over  (under) represented are coloured.

Total 8.50%

Distribution channel  management

Institute of Tourism Page 85

How do you maintain your rates  and availabilities on the online  booking channels? 1% 1%

others

4% 3%

over an agency

over a hotel software or reservation system (CRS interface)

23% 24%

on several channels at the same time (channel manager)

39% 46% 56%

manual online

47% 0% 2013

Institute of Tourism Page 86

10%

20%

30%

2015

Based on unweighted (raw) sample data.

40%

50%

60%

Channel management:  summary of overall results  • •

•

Compared to 2013, the proportion of hotels managing rates and  availability in a manual way has decreased from 56% to 47%.  As expected, chain hotels use channel managers (65% of  properties) and PMS‐CRS systems (50%) significantly more often  than independent hotels (41% resp. 16%) which still manage  channels in a manual manner most of the time (56%). Hotels in bigger cities (>100’000 inhabitants) make a more  intense use of channels managers (70% of hotels) and PMS‐CRS  systems (nearly 35%) than hotels in smaller cities (250’000 inhabitants) than in small cities of less than 10’000 inhabitants (37%).

Institute of Tourism Page 92

Meta‐search engines: summary  of overall results (II) •

•

As expected bigger hotels (>100 rooms) use meta‐search interface more intensively (72%) than small (100 rooms) whereas TripAdvisor and Trivago are more popular in smaller hotels (69% and 60% respectively for hotels with 20‐50 rooms).

Institute of Tourism Page 94

Contact Prof. Roland Schegg University of Applied Sciences of Western Switzerland Valais (HES‐SO Valais) School of Management & Tourism Institute of Tourism (ITO) TechnoPôle 3 CH‐3960 Sierre/Siders, Switzerland Tel:  +41 (0)27 606 90 83 Mail: [email protected]  Twitter: @RolandSchegg LinkedIn: ch.linkedin.com/in/rolandschegg/ Web: www.hevs.ch / www.etourism‐monitor.ch Bachelor of Science HES‐SO in Tourism  in German, French and English http://tourism.hevs.ch

Institute of Tourism Page 95