Europes fragmented online travel agency OTA market is giving way to consolidation as pan-European OTAs rapidly gobble up market share. According to a new PhoCusWright European and Global Edition report, after jumping 16% in 2012, OTA gross bookings are projected to sustain double-digit growth through 2015, driven by fierce competition among global heavyweights.Pan European brands, led by Pricelines Booking.com and Expedia, increased their share of the regions OTA market to 64% in 2012, up from 60% the previous year. By contrast, just four brands controlled 95% of the more mature U.S. OTA market in 2012, a possible harbinger of things to come.\”Further consolidation is inevitable in Europes OTA market as global players take center stage,\” says Luke Bujarski, PhoCusWrights director, research. \”With the global brands leveraging their momentum and marketing dollars to outcompete each other, regional players will find it increasingly difficult to compete in Europes lucrative hotel segment.\”Booking.com is increasingly turning Europes OTA battle into a single-horse race. The popular hotel booking website now commands over 30% of the regions OTA market.
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