More than 10,000 hotels sue Booking.com

booking - Ảnh 1. — An employee works on a computer at Booking.com's customer care center in Tourcoing (France) - Photo: Reuters

Over the years, online booking platforms like Booking.com, Agoda or Expedia have reshaped the way people search and book hotels, especially thanks to their advantages in price and convenience.

However, recent developments are raising questions about the fairness of the "platform-based low-cost" model, as on August 4, Dutch public television NOS reported that more than 10,000 hotels across Europe have joined a class-action lawsuit against Booking.com - the world's largest booking platform.

Simultaneous lawsuit against Booking.com

According to Reuters, hotels accused Booking.com of imposing terms forcing them to keep room prices the same on all platforms, including their own websites, making them unable to compete on price and subject to high commissions for nearly two decades.

The case is being heard in the Netherlands, where Booking.com is headquartered. The lawsuit is coordinated by the Hotel Complaints Alliance, which includes more than 30 national hotel associations such as IHA (Germany), Federalberghi (Italy) and Hotelleriesuisse (Switzerland).

According to the Economic Times , the legal basis for the lawsuit stems from a ruling by the Court of Justice of the European Union (ECJ) in September 2024.

In a case between Booking.com and a group of hotels in Germany, the court found that the platform's "best price guarantee" clause reduced competition between room sales channels.

Hotels cannot offer lower prices on their own websites to encourage customers to book directly, resulting in them having to pay high commissions to intermediary platforms like Booking.com.

Soon after, the European Union's Digital Markets Act (DMA) officially came into force.

The law requires large platforms like Booking.com to completely end price caps. By July 2024, Booking.com announced it had removed these terms but denied the allegations.

Booking.com representatives said they did not break the law and argued that the ECJ only gave its opinion regarding a specific dispute in Germany between 2006 and 2016. They stressed that the Amsterdam court is the place to make the final judgment in the current case.

Is the booking trend changing?

Although the outcome of the lawsuit is still undecided, many experts say the dispute could have a profound impact on how users book rooms in the future.

According to Gulf News, based on market research over the years, Booking.com still holds a large market share in Europe. A 2023 study by the Hotel Association of Europe (HOTREC) and the University of Applied Sciences of Western Switzerland said Booking Holdings, Booking.com's parent company, has a 71% share of the online booking market in the region and over 72% in Germany.

Meanwhile, direct hotel bookings in Germany have fallen by more than 8% over the past 10 years. Many experts believe that “best price guarantees” have stifled hotel competitiveness and forced them to rely on intermediary platforms.

The lawsuit against Booking.com is therefore more than just a legal dispute, it has the potential to reshape the way online bookings are made.

If the “best price” clause is abolished, hotels will be free to price across different channels, opening up the opportunity to shift booking trends from intermediary platforms (OTAs) to direct channels or smaller OTAs.

Travel And Tour World said this change could prompt hotels to offer exclusive deals on their own websites such as discounts, gifts or additional services to attract customers to avoid OTA commission fees.

This is especially important as smaller hotels, which lack marketing resources, now have a more equal chance of competing. For example, some hotels have started promoting loyalty programs directly, giving users a saving compared to booking through Booking.com.

On the other hand, according to Rus Tourism News , the lawsuit also creates pressure for large OTAs such as Booking.com, Agoda or Expedia to adjust their business models. These platforms may have to reduce commissions or offer more flexible terms to retain hotels. In that context, small OTAs with lower commissions can attract more partners and users, enriching the online booking market.

If these trends continue, the days of hotels relying on large OTA platforms like Booking.com may fade. Instead, customers could benefit from multi-faceted competition – between hotels, smaller platforms, and even new booking models.

Leading the industry

According to Statista, as of July 2025, Booking Holdings is the world's largest online travel company. Booking.com also leads the OTA industry, surpassing competitors such as Expedia and Airbnb.

In Europe alone, the platform accounts for 71% of the OTA market share, far surpassing competitors such as Expedia (15%) and HRS (5%), according to the Pacific Asia Travel Association.

HA DAO

Source: https://tuoitre.vn/hon-10000-khach-san-kien-bookingcom-20250806010417959.htm