2023-02-25-欧盟委员会-欧盟酒店住宿分布市场研究_198页_3mb

报告摘要

Market Study on Hotel Accommodation Distribution in the EU (Executive Summary)

1. Introduction

This study provides an updated analysis of hotel distribution practices in six EU countries (Austria, Belgium, Cyprus, Poland, Spain, and Sweden) from January 2017 to May 2021. It examines distribution channels, relationships with Online Travel Agencies (OTAs), commission rates, and the impact of regulatory measures like parity clauses bans.

2. Key Findings

2.1 Distribution Channels

Independent hotels primarily use direct (online/offline) and OTA channels. OTAs account for 44% of sales, while direct channels make up 30%.
Hotel chains rely less on OTAs (24%), favoring direct channels.
Country variations: Cyprus has the highest OTA penetration, while Poland has the lowest among independent hotels. Belgium has the highest direct channel share (46%).

2.2 OTAs

The main OTAs are Booking Holdings (67% market share) and Expedia Group.
Multi-homing is common (72% of hotels use multiple OTAs).
OTAs generate revenue through commissions (basic rates: 10-20%; effective rates vary).

2.3 Room Price Differentiation

51% of independent hotels differentiate prices across channels.
Most common: Lower prices on the hotel’s own website relative to OTAs (31%).
Price differentiation reduced post-COVID due to market volatility.

2.4 Regulatory Impact

Bans on parity clauses in Austria and Belgium did not significantly alter distribution practices.
OTAs’ commercial behaviors (e.g., visibility boosters) persist as key factors.

2.5 COVID-19 Impact

Pandemic caused sharp declines in bookings and revenue for hotels and OTAs.
Digital adaptations (e.g., flexible booking options, metasearch growth) became more prevalent.

3. Conclusions

OTAs remain dominant, with minor shifts in channel importance observed.
Regulatory measures have limited effect compared to OTAs’ market power and practices.
The COVID-19 crisis highlighted the importance of digital agility in sales and marketing.
National differences in distribution strategies persist.

4. Methodology

The study used surveys of independent hotels and chains, OTA data collection, and desk research, ensuring a data-centric approach while accounting for methodological challenges.

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