This latest article in collaboration with Phocuswright Europe is all about the hotel market in Europe. You can learn more about predicted growth and the challenges the industry is facing at Phocuswright Europe in Amsterdam next month. Read more information about the conference and what you can expect here.

The Hotel Distribution Debate

The European hotel market climbed to €95.1 billion in 2016, and will climb to €107.3 by 2020. Europe’s hotel market is highly fragmented, and OTAs capture twice as many online bookings as suppliers. Airbnb, HomeAway and other alternative accommodation services pose a threat to the traditional hotel segment, increasing their market share, especially in major cities.

Figure: European Travel Market, Share by Channel, 2014-2020

2017 Phocuswright Europe sessions focus not only on the hotel distribution debate (with leaders of citizenM Hotels, FastBooking, Kalibri Labs and Google), and Airbnb, but also explore how OTAs are battling the giants, emerging technologies, in-destination traveler service, regulation and more. The program features keynotes and executive interviews with Lola, Thomas Cook, Trivago, Expedia and other industry pacesetters.

Phocuswright Europe unveils trends, connects travel industry and economy stakeholders, and discovers rising start-up stars

For more than 20 years, attendees have counted on travel industry research authority Phocuswright to create events highlighting the most relevant topics in travel. Held 16th – 18th May 2017 in Amsterdam, the 2017 Phocuswright Europe conference explores the theme, “New. Power. Distribution.” which lays bare the issues confronting European travel, tourism and hospitality, and outlines a roadmap for success in 2017 and beyond. Explore this theme more here at

Wednesday morning features a collection of innovators battling to be crowned the European Travel Innovator of the Year and a spot at The Phocuswright Conference Summit in the U.S.

WIT – a community for anyone passionate about travel technology, distribution and marketing – leads a two-hour segment on Thursday with a fast-paced session lineup focused on the Asia and its travel industry opportunities.

View the full program and the list of speakers at

More information about Phocuswright Europe

Phocuswright Europe annually attracts over 500 decision makers, C-level executives, investors and innovative travel companies representing dozens of countries from every travel, tourism and hospitality sector. Senior leaders welcome the opportunities to discuss critical topics, issues and challenges, and consistently applaud the event’s networking climate to initiate business and complete multiple meetings in just one trip.

Phocuswright Europe will be held 16th – 18 May 2017 at the Beurs van Berlage, one of Amsterdam’s many city-center sites steeped in history. For more information on the program, speakers, registration, innovators, sponsorships, press passes and more, visit

Register to attend now!

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