Over 10,000 hotels sue Booking.com

The lawsuit filed by over 10,000 European hotels against Booking.com, alleging two decades of price monopolization, could completely change how users book accommodations in the future.

A staff member works on a computer at Booking.com's customer service center in Tourcoing, France - Photo: Reuters

Over the years, online booking platforms like Booking.com, Agoda, and Expedia have reshaped how people search for and book hotels, particularly thanks to their price advantages and convenience.

However, recent developments are raising questions about the fairness of the "platform-based pricing" model, as on August 4th, Dutch public broadcaster 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.

Booking.com is being sued en masse.

According to Reuters, hotels allege that Booking.com imposed a clause forcing them to maintain the same room rates across all platforms, including their own websites, preventing them from competing on price and resulting in high commissions for nearly two decades.

The lawsuit is being heard in the Netherlands, where Booking.com is headquartered. The complaint was coordinated by the Hotel Complaints Alliance, with the participation of 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 European Court of Justice (ECJ) in September 2024.

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

Hotels are unable to offer lower prices on their own websites to encourage direct bookings, resulting in them having to pay high commissions to intermediary platforms like Booking.com.

Shortly thereafter, the European Union's Digital Markets Act (DMA) officially came into effect.

The law required 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.

A representative from Booking.com stated that they did not violate any laws and argued that the ECJ only issued an opinion relating to a specific dispute in Germany between 2006 and 2016. They emphasized that the Amsterdam court is the final court in the current case.

Has the booking trend reversed?

Although the outcome of the lawsuit is still undecided, many experts believe this dispute could have far-reaching effects on how users book accommodations in the future.

According to Gulf News , based on market research conducted over the years, Booking.com continues to hold a significant market share in Europe. A 2023 study by the European Hotel Association (HOTREC) and the Western Swiss University of Applied Sciences indicated that Booking Holdings, the parent company of Booking.com, accounted for 71% 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 guarantee" clauses have stifled hotel competitiveness and forced them to rely on intermediary platforms.

Therefore, the lawsuit against Booking.com is not just a legal dispute, but has the potential to reshape how we book online.

If the "best price" clause is abolished, hotels will be free to set prices across different channels, opening up opportunities for a shift in booking trends from over-the-counter (OTA) platforms to direct channels or smaller OTAs.

Travel And Tour World suggests that this change could encourage hotels to launch exclusive offers on their own websites, such as discounts, gifts, or additional services, to attract customers and avoid OTA commission fees.

This is especially important now that smaller hotels, which often lack marketing resources, have a more level playing field. For example, some hotels have started promoting loyalty programs directly, helping users save money compared to booking through Booking.com.

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

If the aforementioned trends continue, the era 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 entire 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, this platform accounts for 71% of the OTA market share, far ahead of competitors such as Expedia (15%) and HRS (5%), according to the Asia Pacific Travel Association.

HA DAO

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