Which platforms do European travelers use to book their accommodation when traveling to Greece? What channels should short-term rental professionals prioritize to reach their most valuable guests? These questions are answered in INSETE’s latest market study, which analyzes traveler preferences in Greece’s five leading European markets: Germany, France, the United Kingdom, Spain, and Italy.
In response to the question, “Which of the following apps or websites do you usually use to book your accommodation?”, the results are highly revealing — and particularly relevant for the STR sector.
It is worth noting that, according to the same study, a rented holiday home is the accommodation of choice this year for 22.9% of Germans, 28.4% of French, 20.6% of Britons, and 26.8% of Spaniards.
Booking.com: The undisputed market leader
Booking.com comes out on top across all five countries, reaffirming its dominance in the European accommodation booking market. The platform’s usage rates are as follows:
- Italy: 62.8%
- Spain: 58.9%
- Germany: 58.1%
- France: 51.9%
- United Kingdom: 41.1%
Booking’s lead is most prominent in Southern Europe, while in the UK, although still the top choice, its share is notably lower. For property managers, these findings confirm that being on Booking.com is essential, but distribution strategy, commission costs, and market targeting must be carefully balanced.
Airbnb: Second in line, with strong qualitative appeal
Airbnb ranks second in France (36.3%), Italy (33.6%), and the UK (31.6%), while trailing further behind in Germany (24.4%) and Spain (21.3%).
While smaller in volume than Booking, Airbnb maintains strong positioning in the vacation rental and authentic stay experience categories. STR professionals should recognize the distinct mindset of Airbnb users, who tend to be younger, more experience-driven, and sensitive to the uniqueness and personality of a stay.
Expedia and Trivago: Niche but relevant players
Expedia performs best in the UK (26.3%) and posts more modest figures in Italy (13.6%), Germany (12.3%), Spain (12.2%), and France (11.7%).
Trivago, mainly a metasearch engine, registers between 8% and 13%, with its strongest presence in Germany.
While not essential for every host, these platforms still play a role in indirect exposure, especially when listings are connected via channel managers or OTA bundling partnerships.
National and alternative platforms: Marginal but not negligible
A range of alternative sites — including eDreams, Hotels.com, and Lastminute.com — report usage rates in the 5–10% range depending on the country. Some of these are more focused on packages, business travel, or loyalty-driven users, and may be worth considering for more diversified portfolios.
What does this mean for STR professionals?
This study offers a strategic channel map for each European source market. Key takeaways for short-term rental managers and operators include:
- Booking.com remains the “first stop” for most European travelers, making professional, optimized listings (photos, cancellation policies, dynamic pricing) a must.
- Airbnb continues to show strong user engagement, requiring investment in content, automation, and standout guest experiences.
- A multi-channel strategy is vital, especially for operators targeting multiple markets or segments (e.g., urban vs island properties).
- Channel manager selection is critical, enabling synchronization of pricing, availability, and policies across platforms.
- Understanding local booking behavior can unlock performance gains — e.g., tailoring messaging and promotions differently for British vs Italian audiences.
The future of bookings is becoming both more convergent and more specialized. Platforms are investing heavily in personalization, pricing tools, and add-ons (insurance, experiences, packages), while digital-savvy travelers are demanding more convenience and value. Those STR professionals who understand and adapt to these shifts early will be best positioned to thrive in an increasingly competitive marketplace.
