According to a European Commission market study, European hoteliers make use of multiple channels to sell their rooms. Online travel agencies represent the most widely-used sales channel, with 85 percent of hoteliers reporting that they use such platforms to generate revenue. Four in five European hoteliers also make use of direct offline, as well as online sales channels to generate bookings. On the whole, European travelers make great use of online resources when booking trips, including online travel agencies, search engines, and travel review sites.

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