The hotel sector in Europe is vastly different from its counterpart in North America, primarily due to the high volume of independent properties.
This is in stark contrast to across the Atlantic Ocean where chains and "soft brands" make up the lion's share of the market.
Europe also has a large packaging sector, with hotels contracted by tour operators for large parts of the calendar year.
Combine these factors with the challenges that hotels on a global scale face with the power of online travel agencies (again, Expedia Group and Booking.com on a continent-wide level) and the market has some unique issues associated with it.
The chains that operate in Europe have tried many tactics to establish themselves and grow in this complex market, with some using both smart distribution strategies and in-property technology and services.
Speaking to Phocuswright analyst Giancarlo Carniani during the Phocuswright Europe event earlier this year were three executives forging their own paths.
Watch the video below for the full session from the conference (plus here for a one-on-one with Levie)
Executive Roundtable: The New Hotel Power in Europe