The study shows that direct bookings remain the most important sales channel for Swiss accommodation providers, accounting for 58.5 percent. Particularly, real-time bookings via the hotel’s own websites are becoming increasingly significant. Their share has risen from around 7.5 percent in 2015 to 20.9 percent. 'This development shows that our businesses are strengthening their digital direct booking channels, such as by creating more user-friendly websites, simpler booking options, and more direct communication with guests,' says Christian Hürlimann, Director of HotellerieSuisse.
At the same time, online booking platforms continue to play a major role in the digital market: around one-third of bookings are made through them. For many businesses, OTAs remain the most important digital sales partners, with increasing challenges in pricing.
Platform Power
Persists Despite Regulations
Despite the ban on rate parity clauses, the study shows that
platforms continue to influence businesses' pricing practices. This is increasingly happening indirectly,
for instance, through visibility, ranking mechanisms, or promotional programs. Around 29 percent of
hotels report specific influences on their direct pricing. This creates tension between reach and price
control.
Furthermore, the study indicates that many businesses are uncertain about contractual rules: 46 percent do not know whether their OTA contracts still contain rate parity clauses. This suggests that influence today is less through formal clauses and more through platform mechanisms, recommendations, and commercial incentives.
Hotel Prices Increasingly
Undercut
Additionally, around half of the hotels report that their prices have been undercut
on online booking platforms. In 2024, 40 percent were affected. Particularly noteworthy is that 83
percent of affected businesses did not consent to such price undercutting.
'Price undercutting can lead businesses to further reduce their prices in direct sales to remain competitive. This creates a downward spiral,' says Christian Hürlimann.
Room Sales via Third Parties Amplify Loss of
Control in Distribution
Another recent phenomenon is the reselling of hotel rooms via third
parties through platforms, known as multi-sourcing. More than half of the businesses surveyed are
affected. In 2023, it was 42 percent. This leads to a lack of price transparency, incorrect offer
representations, and additional operational workload. At the same time, it complicates direct
communication with guests and reduces control over one's own distribution strategy.
Few
Platforms Dominate the Market
The OTA market remains highly concentrated: Booking.com
dominates with over 70 percent of real-time online bookings, followed by Expedia with around 15
percent. This concentration makes it difficult for businesses to enforce their conditions or switch to
alternative channels. The study shows that the biggest problem areas in dealing with booking
platforms persist. Against this backdrop, the collective lawsuit against Booking.com at the European
level gains additional importance.
HotellerieSuisse Strengthens Businesses' Self-
Determined Pricing Policy
HotellerieSuisse uses the study's results to recognise
developments early and derive targeted measures. These include consulting services through
HotellerieSuisse's partner network as well as the political department, webinars, and legal support
through the association’s legal advice. Currently, the association also supports its members in a
European-wide collective lawsuit against Booking.com. The aim is to strengthen businesses'
entrepreneurial freedom and provide them with more control over prices and distribution.
The study was conducted for the 20th time in 2025 and is based on an online survey of 171 Swiss hotel establishments.