Europe's OTA Market Ripe for Consolidation as Booking, Expedia Battle for Share

Published December 2013 Analyst: Cathy Walsh


Europe's OTA Market Ripe for Consolidation as Booking, Expedia Battle for Share

Europe's fragmented online travel agency (OTA) market is giving way to consolidation as pan-European OTAs rapidly gobble up market share. According to a new Phocuswright European and Global Edition report, after jumping 16% in 2012, OTA gross bookings are projected to sustain double-digit growth through 2015, driven by fierce competition among global heavyweights.

Pan European brands, led by Priceline's and Expedia, increased their share of the region's OTA market to 64% in 2012, up from 60% the previous year. By contrast, just four brands controlled 95% of the more mature U.S. OTA market in 2012, a possible harbinger of things to come.

"Further consolidation is inevitable in Europe's OTA market as global players take center stage," says Luke Bujarski, Phocuswright's director, research. "With the global brands leveraging their momentum and marketing dollars to outcompete each other, regional players will find it increasingly difficult to compete in Europe's lucrative hotel segment." is increasingly turning Europe's OTA battle into a single-horse race. The popular hotel booking website now commands over 30% of the region's OTA market.

Phocuswright's European Online Travel Overview Ninth Edition is a detailed overview of the European travel market, providing market sizing and growth forecasts through 2015. The report focuses on the European online leisure/unmanaged business travel marketplace, with in-depth analysis of six individual markets: France, Germany, the U.K., Italy, Spain and Scandinavia. The report highlights key trends for all major travel segments, including air, hotel, car rental, tour operators and rail. 

Topics include:

  • Size of the European travel market and six individual country markets
  • Market forecasts through 2015
  • Mobile bookings by country and segment
  • Distribution patterns by segment and channel
  • In-depth analysis of all major travel supplier segments
  • Trends among key travel companies
Phocuswright's European Online Travel Overview Ninth Edition provides a comprehensive picture of the European online travel market, delivering data and analysis essential to any travel company competing in Europe.