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Dominants of the Game Booking and Expedia: They Control 85% of Online Bookings in Europe
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The European hotel booking market is highly concentrated, with just two global giants, Booking Holdings and Expedia Group, now controlling 85.4% of bookings made through Online Travel Agencies (OTAs). This finding emerges from the European Hotel Distribution Study 2026 published by HOTREC, the European hotel and... Booking and Expedia dominate the game: They control 85% of online bookings in Europe
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