Tourist acknowledges his own identity.
In the ever-evolving landscape of the Russian travel industry, online travel agencies (OTAs) are poised to take a substantial share of the hotel booking market by the end of 2025.
The growth in sales through OTAs is primarily attributed to the growth of domestic tourism, including auto-tourism, and the increase in inbound tourist flow. This trend is reflected in the findings of a recent survey, where 63% of Russian tourists used digital platforms and aggregators for their travel plans this summer.
One of the key advantages of OTAs, according to Alexander Bragin, Director of Marketing and Product Development at OneTwoTrip, is the ability to compare various offers and the safety of payment. However, 21% of tourists have noticed the lack of loyalty programs on hotel websites, 20% find the interface inconvenient, and 12% do not trust hotel website owners.
In January-July 2025, 58.9% of bookings for tourism services in Russia were made through OTAs, marking an increase of 1 percentage point year-on-year. While the predicted share of OTAs in the hotel market by the end of 2025 is not explicitly stated, global trends and the shift to trusted local platforms in Russia suggest that OTAs will likely hold a substantial share, around 60% or more.
Alexander Braggin of ATAG predicts that the share of OTAs in the hotel market could reach 59% by the end of 2025, an increase of 3 percentage points year-on-year. This aligns with the global dominance of OTAs as primary booking channels and the reinforced preference for online, app-based bookings in 2025.
Teplov, Director of Marketing and Product Development at OneTwoTrip, predicts that the market could reach the 80% mark within the next three to five years.
The main channels for hotel bookings in Russia in January-July 2025 were "Yandex Travel" (15.4%), "Ostrovok" (11.8%), and Bronevik.com (5.5%). Older consumers (over 60 years old) tend to make fewer bookings through OTAs, with a minimum figure of 56%.
For hoteliers, sales through their own resources are traditionally considered more profitable due to the absence of booking commissions. However, the size of the booking commission in OTAs usually ranges from 18-20%, but can sometimes reach 30%.
Younger audiences are more active in using travel platforms, with 78% of respondents aged 18-24 planning to use OTAs for domestic travel this summer. Foreigners in Russia often face difficulties booking tourist services directly due to restrictions on the use of bank cards.
It is worth noting that since the exit of some international platforms, Russian travelers increasingly use Russian online travel services such as Yandex.Travel, Ostrovok.ru, and Aviasales. These services provide bookings including hotel accommodations and are preferred by locals for transparency and comfort in 2025.
Global statistical forecasts show that online booking is expected to command a 64.0% share by 2025 in the broader independent lodgings market, which includes hotels. This figure suggests significant growth in online booking adoption, of which OTAs are major contributors. The growth of online travel agencies worldwide is strong, with dominant shares like 56% of digital travel sales in 2024.
In conclusion, the Russian travel market is moving towards a more digital and OTA-dominated landscape. As more precise Russia-specific OTA market share data for hotels by 2025 becomes available, it would further clarify the current estimate. Until then, the global benchmark and Russian traveler behavior strongly support a dominant OTA presence in hotel bookings by the end of 2025.
Lifestyle shifts towards digital platforms are influential in the travel sector, with technology playing a significant role in booking accommodations. This trend is particularly evident in Russia, where online travel agencies (OTAs) are projected to hold a dominant share in the hotel market by 2025, potentially surpassing 80%.
In line with this, the growth in sales through OTAs is promising for technology-driven travel, allowing tourists to compare offers, ensuring secure payment, and capitalizing on convenience—particularly among younger audiences. As the preference for online bookings continues to increase, the Russian travel market is envisioned to embrace a mostly digital lifestyle.
