In a 2024 study of EU accommodation businesses conducted by Statista in collaboration with Booking.com, 74% of respondents indicated that online travel platforms made their business more profitable, only about a fifth felt neutral, and under 10% disagreed. This survey measured sentiment but also echoed the results of empirical research, which reached similar conclusions and was published in the industry’s leading journal, Tourism Review.
Accommodation businesses are not the only ones that benefit from partnering with digital travel platforms. A different study by Tourism Economics explored consumer benefits and found that travelers, too, benefit from lower hotel rates, a result of the increases in market transparency and competition among lodging providers generated by online travel agencies.