Online Booking

More than half of all hotel bookings occur online. Search platforms are perceived by customers and participating businesses as free marketplaces that simply aggregate products and services. In reality, dominant technology companies give their own paid advertising products and services preferential treatment and placement within their platforms to ensure that regardless of the specifics consumers are searching for, they will likely be steered down a booking path that benefits the search provider. This process raises costs across the industry to the benefit of search providers and detriment to the consumer.

When searching online for hotels, search platforms frequently present consumers with rates from third-party sites that are misleading or not actually available for booking. While this generates advertising revenue for the platforms, it hurts consumers