Book This! Offline Channels Still Prevalent in Europe's Private Accommodations

Despite all of the attention to the digital transformation of travel's private accommodation marketplace, rental travelers still predominantly book and pay for their rental through offline means. According to Phocuswright's Share This! Europe: Private Accommodation & the New Rental Traveler (a European and Global Edition publication), working directly with the individual property owner is still the most common booking method.

Digital channels are becoming more important as online booking and payment become increasingly common for private accommodation. Websites dedicated to home and apartment rentals are the second most popular method, followed by online travel agencies. But there are significant differences across markets. Rental travelers in the U.K., which is home to a strong segment of professionally managed vacation rental brands, are far more likely to book online and with property management companies.

"Although the vast majority of rental travelers in Europe are planning their trips online, many still go offline when it comes to booking and payment," says Phocuswright's vice president, research, Douglas Quinby. "For all of the change that digital has brought to this sector across Europe, these findings suggest there is still plenty of runway for future growth."

Purchase Share This! Europe: Private Accommodation & the New Rental Traveler for insight into shopping and booking habits of European private renters and the overall private accommodations market.