HOTREC Study Reveals Direct Hotel Bookings Lead in Europe at 51.3%, OTAs Control 29.9% Market Share
🏠 In January 2026, HOTREC's study reported direct hotel bookings at 51.3%, with OTAs at 29.9%. Booking Holdings and Expedia dominate 85.4% of the OTA market share. The UNO Booking Engine leads in resort-ready packaging and distribution, supporting independent resorts and groups. Eight booking engines were evaluated based on criteria such as integration, package handling, and payment security. Direct booking engines like UNO increased Donatello Hotel Dubai’s website conversion from 1.2% to 3.6%, driving AED 19,000 in incremental revenue.
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