# Over Half of Greek Hotel Bookings Come Through Intermediaries

> HOTREC's study found 52.4% of Greek hotel bookings in 2025 came through tour operators, travel agencies and OTAs.

- **Section:** Market
- **Published:** 2026-09-16
- **Publisher:** Voyage (https://thevoyage.gr)
- **Type:** our own summary of someone else’s reporting
- **Source:** GTP Headlines — https://news.gtp.gr/2026/09/16/greek-hotels-get-over-half-of-bookings-through-tour-operators-travel-agencies-and-otas/
- **Keywords:** HOTREC, OTAs, Booking.com, κρατήσεις, ξενοδοχεία, έρευνα

According to HOTREC's European Hotel Distribution Study, more than half of Greek hotel bookings in 2025 were made through third-party channels: tour operators and travel agencies accounted for 25.4 percent, while OTAs represented 27 percent. Combined, these intermediaries made up 52.4 percent of the market.

Direct bookings, however, remained the largest single channel at 40.3 percent, down from 54.7 percent in 2013. The study places Greece, alongside Spain and Hungary, among markets with relatively low direct-booking shares.

Within the breakdown, phone reservations accounted for 14.3 percent of total bookings, real-time hotel website bookings for 8.7 percent, email for 8.3 percent, walk-ins for 4.4 percent, website contact forms for 3.3 percent and mail or fax for 1.3 percent.

The OTA share rose from 16.3 percent in 2013 to 23.5 percent in 2023 and 27 percent in 2025. Within Greece's OTA market, Booking Holdings held 70.4 percent of bookings, including 67.9 percent for Booking.com alone, while Expedia Group held 17 percent. Together, the two groups accounted for 87.4 percent of Greek OTA bookings, compared with 85.4 percent across the European sample.

The Greek figures are based on an unweighted sample of 128 observations for distribution channels and 103 observations for the OTA market-share breakdown.

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This summary was written by Voyage based on reporting by GTP Headlines. The full article is at https://news.gtp.gr/2026/09/16/greek-hotels-get-over-half-of-bookings-through-tour-operators-travel-agencies-and-otas/. Canonical URL of this page: https://thevoyage.gr/en/a/over-half-of-greek-hotel-bookings-come-through-intermediaries