Online Travel
A Deep Dive into Google Travel Part II: U.S. vs Europe in 20 Charts
The underlying hotel supply in Europe is much less branded than it is in the U.S., meaning a greater reliance on OTAs for bookings. In turn there is a more fragmented online distribution market in Europe, with Google’s introduction of an organic auction providing further opportunity for smaller OTAs and new entrants to gain market share.
November 2023