• DataHotel by Dingus’ ten-year overview shows how the arrival of new players in the distribution landscape has reshaped the share of hotel bookings, strengthening channel diversification.

Hotel distribution has changed profoundly over the last decade. Consolidated DataHotel by Dingus data for the 2016-2026 period reveals an evolution that goes beyond the growth or decline of any single channel. It shows how the market has redistributed demand among different players, resulting in a much more balanced landscape.

Part of this transformation is linked to the evolution of the ecosystem connected to Dingus itself. The progressive incorporation of numerous tour operators into the platform’s distribution portfolio, particularly in key source markets such as Canada, has significantly increased the role of tour operators within the booking landscape analysed and has helped shape the current scenario.

While in 2016 OTAs accounted for nearly half of all hotel bookings managed through DataHotel (49%), in 2026 they represent 36%. Far from indicating a loss of relevance, this evolution reflects the maturity of a channel that remains a fundamental pillar of hotel distribution. At the same time, tour operators have increased their share from 16% to 36% of bookings, reaching virtually the same market share as online travel agencies.

The result is a very different picture from that of ten years ago. Where a single channel once clearly dominated, today our platform reflects a more balanced and diversified distribution landscape. These are the main conclusions drawn from the data:

  1. The growing interest of tour operators in integration is reshaping demand distribution

One of the most significant changes observed in DataHotel over the last decade has been the continuous growth of tour operators. This expansion is partly the result of the increasing connectivity within the Dingus ecosystem and the addition of new international tourism operators.

This evolution confirms that, far from disappearing with the rise of online channels, tour operators have managed to maintain their ability to generate demand thanks to package holidays, source market specialisation and strong commercial positioning in certain leisure destinations. In fact, many have recognised integration as an opportunity to become more efficient and avoid being left behind, especially as growing numbers of hotels prefer to work with sales channels through integrated connections.

As a result, OTAs and tour operators converge in 2026, each accounting for 36% of the bookings analysed.

  1. The direct channel continues to strengthen

While OTAs and tour operators account for the majority of booking volume, the direct channel has continued to grow steadily. Its share increased from 8% to 15% during the period analysed, consolidating its position as an increasingly important element of hotel commercial strategies.

This growth reflects the efforts made by hotels to strengthen direct relationships with guests through technological improvements, loyalty strategies and increased investment in digital acquisition. The figures confirm a trend observed across the industry: hotels are seeking a better balance between intermediary distribution, profitability and control of the customer relationship.

  1. Less concentration, greater diversification

In addition to the growth of tour operators and the direct channel, the data shows a gradual decline in the share of other traditional intermediaries. DMCs fell from 16% to 7% of the total distribution analysed, while bedbanks reduced their share from 10% to 6%.

The 2026 snapshot depicts a more mature environment in which demand is distributed among a smaller number of major players with increasingly well-defined roles. OTAs provide global reach and customer acquisition capabilities; tour operators continue to generate volume in strategic source markets; and the direct channel gains relevance where hotels succeed in differentiating their value proposition.

The future of distribution lies in balance

The information extracted from DataHotel by Dingus points to a clear conclusion: hotel distribution has entered a stage of maturity in which success no longer depends on the dominance of a single channel, but on the ability to combine multiple channels efficiently.

Rather than a replacement of OTAs by tour operators, or vice versa, the data reveals a gradual redistribution of the relative weight of each channel within a more resilient and diversified ecosystem.

According to Jaume Monserrat, CEO of Dingus, this evolution is driven by multiple factors:

“The levels of digital transformation achieved by the industry, the growing technological integration of different channels, travellers’ increasing ability to take control of their purchasing decisions, and the renewed prominence of package holidays all help explain the evolution we are seeing in the data.”

However, Monserrat believes that the next major transformation has already begun:

“This situation will change dramatically with the arrival of agentic AI, which is already here, although its impact is not yet measurable in terms of value creation.”

The 2026 data therefore reflects a unique moment in hotel distribution: OTAs and tour operators each account for 36% of the bookings analysed, while the direct channel represents 15%. More than the victory of one channel over another, and as reflected in the distribution landscape shown by our platform, the market appears to have found a new point of equilibrium based on complementarity, diversification and constant adaptation to new forms of tourism distribution.

Cristina Torres. Director of Communications
Cristina.torres@dingus.es