Hotels

Leende man i kostym framför en digital hotellbokningsruta i en hotellmiljö.

"Historically, OTAs often had a better and simpler booking process than hotels' own channels, but today the difference has effectively disappeared," says Rasmus Kjellman of Benchmarking Alliance.

Photo (background): Strawberry and Press Image.

Hotel booking sites challenge online giants: “The difference has effectively disappeared”

The share of Swedish hotel stays booked through hotels’ own websites has more than doubled since 2017.

Anders Frick Anders Frick

Published 4 November 2026 - 17:23

hotels

Hotel booking sites challenge online giants: “The difference has effectively disappeared”

Hotel booking sites challenge online giants: “The difference has effectively disappeared”

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