Direct Bookings Lead The Way For Independent Hotels In Europe, Says RoomRaccoon

(Breda, the Netherlands) 2 September 2024 – RoomRaccoon, the leading hotel management software for independent hotels, has announced the release of its Europe Booking Channel Trends Report for 2024. The report analyzed over 3.9 million reservations to reveal the distribution channels that brought the most bookings to independent hotels in Europe, identifying key trends shaping the distribution landscape.

The findings are based on data collected from over 2,000 RoomRaccoon users across the BENELUX region (Belgium, Netherlands, and Luxembourg), the DACH region (Germany, Austria, and Switzerland), Spain, Portugal, Italy, and the UK. They compare reservation data from June 2022 to May 2023 with data from June 2023 to May 2024.

Among the key findings, RoomRaccoon recorded that direct bookings accounted for over 50% of hotel bookings across Europe. It ranked as the leading booking source in four out of the six studied markets and placed second in the remaining two, narrowly edged out by OTA giant Booking.com.

“Direct bookings are still a significant force in many markets, but the influence of OTAs keeps growing each year,” says Tymen van Dyl, CEO and Founder of RoomRaccoon. “To stay competitive, independent hotels must continue to invest in direct channels—like booking engines, optimized websites, metasearch, secure payment options, and conversion-focused technology—to reduce reliance on OTA bookings that come with costly commission.” 

Regional OTAs have gained significant traction in RoomRaccoon’s users' booking channel mix, especially in the BENELUX and DACH regions. Platforms like Voordeeluitjes, Natuurhuisje, Bed&Breakfast.nl, and Tomas featured prominently in both markets' Top 8.

“Hotels should tailor their distribution strategies to include regional channels. These platforms cater to local markets' unique preferences and behaviors, making hotels more attractive and accessible to regional travelers,” says Tymen van Dyl. “Local OTAs specific to your market are especially valuable during the off-season, helping to attract local travelers and boost occupancy rates when international demand is lower."

Over the last year, RoomRaccoon has worked on diversifying its offering to help independent hotels build a robust channel mix that includes global OTAs, regional OTAs, wholesalers, and bedbanks. The company has also introduced new solutions designed to increase conversion on hoteliers' booking engines while strengthening its connectivity partnership with Google Hotels so that its users only pay for completed stays.

Commenting on Google Hotel Ads ranking as the 5th most popular channel in Europe, Tymen says: “Hotels are increasingly including Google Hotel Ads in their channel mix. This addition allows hotels to compete head-to-head with OTAs by giving visibility to attractive direct booking rates, driving traffic straight to your website. RoomRaccoon’s hotel partners operate on a cost-effective pay-per-stay model and pay less commission per booking than OTAs.”

RoomRaccoon’s top 8 hotel booking channels in Europe, based on the total number of reservations generated via RoomRaccoon’s platform were:

1. Direct

2. Booking.com

3. Expedia

4. Airbnb

5. Google Hotel Ads

6. Hotelbeds

7. Hostelworld

8. HRS