In a 2024 study of EU accommodation businesses conducted by ÌÇÐÄÆƽâ°æ 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 , 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 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.
