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The combined market share of the top five pan-European players, Expedia/Venere, Opodo, Orbitz/ebookers, priceline/Booking, and Travelocity/lastminute, remains below 50%, as a number of midsize and small online travel agencies (OTAs) are growing their businesses rapidly. Among the major players, OTAs are developing very differently from one another. The former number two now ranks first and the current fifth player faces difficulties in staying among the leaders. Lodging remains a primary growth and profitability driver.
Table of Contents
Pan-European OTAs Continue to Prove Resilient
OTAs Outperform Supplier Sites Throughout Europe
Pan-European OTA Market Share
Regional OTA Developments
Tour Operators Entering the OTA Market