According to a biennial study on the online travel agency (OTA) market share in the European hotel industry, Sweden was the country in the Nordics with the highest OTA market share in 2021. That year, hotel bookings in Sweden via OTAs accounted for roughly ** percent of all transactions. By contrast, the OTA market share in Norway was just below ** percent in 2021.
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HOTREC, & University of Applied Sciences and Arts Western Switzerland – Valais-Wallis. (May 18, 2022). Online travel agency (OTA) market share in the hotel industry in the Nordic countries from 2013 to 2021 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 23, 2026, from /statistics/866113/otas-market-share-nordics/
HOTREC, und University of Applied Sciences and Arts Western Switzerland – Valais-Wallis. "Online travel agency (OTA) market share in the hotel industry in the Nordic countries from 2013 to 2021." Chart. May 18, 2022. ÌÇÐÄÆƽâ°æ. Accessed July 23, 2026. /statistics/866113/otas-market-share-nordics/
HOTREC, University of Applied Sciences and Arts Western Switzerland – Valais-Wallis. (2022). Online travel agency (OTA) market share in the hotel industry in the Nordic countries from 2013 to 2021. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 23, 2026. /statistics/866113/otas-market-share-nordics/
HOTREC, and University of Applied Sciences and Arts Western Switzerland – Valais-Wallis. "Online Travel Agency (Ota) Market Share in The Hotel Industry in The Nordic Countries from 2013 to 2021." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 18 May 2022, /statistics/866113/otas-market-share-nordics/
HOTREC & University of Applied Sciences and Arts Western Switzerland – Valais-Wallis, Online travel agency (OTA) market share in the hotel industry in the Nordic countries from 2013 to 2021 ÌÇÐÄÆƽâ°æ, /statistics/866113/otas-market-share-nordics/ (last visited July 23, 2026)
Online travel agency (OTA) market share in the hotel industry in the Nordic countries from 2013 to 2021 [Graph], HOTREC, & University of Applied Sciences and Arts Western Switzerland – Valais-Wallis, May 18, 2022. [Online]. Available: /statistics/866113/otas-market-share-nordics/
