According to the 2026* report on hotel distribution published by D-EDGE, the growth of the sector now relies more on value creation than on increasing the number of bookings.
The study, based on the analysis of distribution data between 2022 and 2025, highlights several structural evolutions in hotel revenue strategies.
If the number of bookings continues to rise, the momentum is gradually waning.
After an increase of 8% between 2022 and 2023, growth fell to 2.8% between 2023 and 2024, then to 2.3% between 2024 and 2025.
At the same time, value generated per booking grows faster. Revenue from bookings rose by 8.4% between 2024 and 2025, driven notably by the recovery of the average room rate.
“The French hotel market is entering a stabilization phase where performance will rely less on generating new bookings than on the ability to maximize the value of each of them“, explains Swann Couston, France Director of D-EDGE.
“For hoteliers, the question is no longer just to generate more volume, but to optimize revenue per booking, the distribution mix, and the stability of revenues.”
The study, based on the analysis of distribution data between 2022 and 2025, highlights several structural evolutions in hotel revenue strategies.
If the number of bookings continues to rise, the momentum is gradually waning.
After an increase of 8% between 2022 and 2023, growth fell to 2.8% between 2023 and 2024, then to 2.3% between 2024 and 2025.
At the same time, value generated per booking grows faster. Revenue from bookings rose by 8.4% between 2024 and 2025, driven notably by the recovery of the average room rate.
“The French hotel market is entering a stabilization phase where performance will rely less on generating new bookings than on the ability to maximize the value of each of them“, explains Swann Couston, France Director of D-EDGE.
“For hoteliers, the question is no longer just to generate more volume, but to optimize revenue per booking, the distribution mix, and the stability of revenues.”
Bookings Are Being Made Earlier and Earlier
Another notable development: travelers are booking earlier. The average booking lead time increased by five days between 2024 and 2025, rising from 33 to 38 days.
Differences remain pronounced by channel. The direct channel shows the longest lead time, with 47 days on average, indicating typically more planned demand. It drops to 35 days on Booking.com and 31 days on Expedia.
The distribution structure changes little. Online travel agencies (OTAs) still account for about 70% of booking volumes.
The direct channel, meanwhile, remains around 25% of bookings by volume, but weighs more in value, with around 33% of revenue.
After a slight dip in 2024, the average daily rate (ADR) rises again in 2025 to reach €192.66, i.e., an increase of 4.28%.
This trend affects all major distribution channels, confirming that market growth now relies more on optimizing the average price and value per booking than on increasing volumes.
Differences remain pronounced by channel. The direct channel shows the longest lead time, with 47 days on average, indicating typically more planned demand. It drops to 35 days on Booking.com and 31 days on Expedia.
The distribution structure changes little. Online travel agencies (OTAs) still account for about 70% of booking volumes.
The direct channel, meanwhile, remains around 25% of bookings by volume, but weighs more in value, with around 33% of revenue.
After a slight dip in 2024, the average daily rate (ADR) rises again in 2025 to reach €192.66, i.e., an increase of 4.28%.
This trend affects all major distribution channels, confirming that market growth now relies more on optimizing the average price and value per booking than on increasing volumes.
The GDS, a Channel That Remains Strong
In this context of overall slowdown, luxury establishments stand out. The 5-star segment shows a 6.8% rise in bookings and a 12% increase in value generated between 2024 and 2025.
According to the report, this performance reflects a progressive market polarization, where value creation concentrates more on premium and ultra-luxury segments.
The report also highlights the weight of the GDS in value creation. In France, the average ADR via this channel reaches €233, a level close to that of the direct channel. In the 5-star segment, it even becomes the most contributive channel, with an average price of around €660.
Another positive development for hoteliers: the cancellation rate declines in 2025, from 24.6% to 22.6%. This drop is notably explained by the rise of prepaid rates and non-refundable terms.
Differences remain significant across platforms. Nearly 44% of revenue generated via Booking.com ends up canceled, compared with a much lower level on the direct channel.
According to the report, this performance reflects a progressive market polarization, where value creation concentrates more on premium and ultra-luxury segments.
The report also highlights the weight of the GDS in value creation. In France, the average ADR via this channel reaches €233, a level close to that of the direct channel. In the 5-star segment, it even becomes the most contributive channel, with an average price of around €660.
Another positive development for hoteliers: the cancellation rate declines in 2025, from 24.6% to 22.6%. This drop is notably explained by the rise of prepaid rates and non-refundable terms.
Differences remain significant across platforms. Nearly 44% of revenue generated via Booking.com ends up canceled, compared with a much lower level on the direct channel.
AI Transforms Search, Not Yet Booking
Finally, the report examines the impact of artificial intelligence on hotel distribution. While channel balances remain unchanged for now, AI already influences the early phase of the customer journey.
Travelers increasingly use these tools to search, compare, and discover properties before booking.
* The D-EDGE Hotel Distribution Report France 2026 is based on the analysis of confirmed reservation data collected via the D-EDGE platform from a constant panel of more than 5,000 hotels in France between 2022 and 2025. The study analyzes booking volumes, revenues generated, booking lead times, cancellation rates, and the performance of different distribution channels to offer a detailed reading of the structural dynamics of the French hotel market.
Travelers increasingly use these tools to search, compare, and discover properties before booking.
* The D-EDGE Hotel Distribution Report France 2026 is based on the analysis of confirmed reservation data collected via the D-EDGE platform from a constant panel of more than 5,000 hotels in France between 2022 and 2025. The study analyzes booking volumes, revenues generated, booking lead times, cancellation rates, and the performance of different distribution channels to offer a detailed reading of the structural dynamics of the French hotel market.
Published by Amelia Brille TourMaG.com Editor See all articles by Amelia Brille
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