9 Findings on the European Independent Lodging Landscape

Independent properties vary widely in terms of their size, structure and resources. They are in the minority in the U.S., but dominate the European hospitality market. Phocuswright – in partnership with h2c – undertook an extensive study of the independent lodging marketplace in six major markets: France, Germany, Italy, Spain, the U.K. and the U.S.

In Europe, independents control an estimated 67% of room supply, whereas in the U.S., independents control only about 30% of rooms, according to Phocuswright and h2c's Independent Lodging Market: Marketing, Distribution and Technology Strategies for Non-Branded Properties.

Phocuswright and h2c's Independent Lodging Market: Marketing, Distribution and Technology Strategies for Non-Branded Properties establishes the size of the independent lodging market, both in terms of online room revenue as well as share of the total lodging segment in each market. The report delves into these properties' channel distribution and how they use intermediaries, engage in marketing and promotion, allocate marketing resources, and much more.
 

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