European hotel distribution remains driven by direct sales and is, at the same time, more concentrated than ever. 85 per cent of all OTA bookings in Europe are made via two platform groups; in Germany, Booking Holdings even holds 70.5 per cent of the OTA market. This is the key finding of the European Hotel Distribution Study 2026, presented on Tuesday by HOTREC, for which Prof. Roland Schegg of HES-SO Valais-Wallis, in collaboration with the national hotel associations, analysed data from 2,713 hotels between February and May 2026 for the reference year 2025.