The global OTA landscape is far larger and more uneven than most of the industry conversation suggests. At 10 Minutes Hotel, we have been conducting an extensive research project mapping every OTA we can identify and comparing them through one simple metric that offers a surprisingly clear signal. Estimated organic traffic. Although far from perfect, it provides an objective way to understand who actually drives demand at scale.
The early findings are eye opening. The public narrative about which platforms dominate is not aligned with the data. Airbnb generates a constant stream of headlines, yet it does not even break into the global top five OTAs by organic traffic. Expedia has long been considered the closest rival to Booking, but when looking only at the Expedia.com domain, its organic reach sits at about 41 million monthly visits. Booking.com, by contrast, reaches around 274 million. That gap widens when paid traffic is added. Booking brings in roughly 27 million paid visits per month while Expedia is closer to 3.1 million. These numbers only reinforce the scale difference that often gets lost in high level industry commentary.
The long tail is even more fascinating. Beyond the giants are hundreds of OTAs of widely different sizes. Some are global, some regional, many are hyper local, specialised, or entirely domestic. Comparing them directly is almost impossible because each one serves a distinct purpose within its market. Yet the volume alone illustrates how fragmented online distribution still is. For hotels, this fragmentation creates both opportunity and complexity. Being visible across the right OTAs can drive incremental demand, but managing and optimising so many channels is not realistic without clear prioritisation.
Our database has already grown into a list of hundreds of OTAs, and it continues to expand as we verify more players and classify them. We are considering publishing the full dataset on our site as a downloadable Excel so that hotels can browse the list and explore which channels may be relevant for their strategy. For now, we will release selected insights and top level findings as the research progresses.
This article is only a small preview of what we are uncovering. In the meantime, you can explore our Hotel Brands of the World infographic and send us any brands we may have missed. We are preparing an updated edition based on the feedback received and will release it as soon as our bandwidth allows.