It’s been the defining debate in Europe’s growing digital travel landscape for the last decade or more: what has fueled the remarkable growth of online travel agencies (OTA), and what are the implications for hotels and the travel industry at large?
European travelers have historically chosen a mix of online
and offline sources to book their travel plans. Just as OTAs are gaining in the shopping phase, travelers
across Europe are flocking to them to purchase accommodations.
This past year saw a huge shift to booking through a single
channel – and online bookings spiked. This change is good news for online
travel agencies. But behaviors vary across each of the markets in Europe, with
unique shopping and booking tendencies in each region.
to Phocuswright Europe (16-18 May, Amsterdam) and hear from the pioneering
executives in travel as they discuss and debate the future of online and