Good Sunday evening from Seattle . . . Our Online Travel Update for the week ending Friday, June 6, 2025, is below. Like last week’s Update, which featured a number of stories on Booking.com, this week’s Update also includes several Booking.com stories and updates to stories we featured last week. I hope you enjoy.
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- UPDATE: European Hoteliers to Pursue Claims Against Booking.com. Last week’s Update included two stories detailing European hoteliers’ planned class action litigation against Booking.com over its parity provisions. For those of you interested in learning more about the class action and the circumstances that led to hoteliers’ decision to move forward against Booking.com, I’d encourage you to review the helpful Skift story below. For anyone considering joining the class action (or fielding hotel owner questions regarding joining the class action), a little context is important. The hoteliers complaining the loudest in these situations are typically independent hoteliers, most of whom because of the lack of leverage or resources are forced to operate under Booking.com’s standard terms and conditions (including its many varieties of parity). Hoteliers benefiting from global, corporate-wide agreements with Booking.com (or any other large distributor, for that matter), in contrast, operate in a much different environment – an environment that may not be as compelling (and in fact, could be seen as detrimental) in the eyes of competition authorities or European judges. Something to think about . . .
- Booking Holdings Stays Close to Potential AI Disruptors. Still wondering how the major OTAs view generative AI? Recent comments by Booking Holdings’ CFO, Ewout Steenbergen, provide further evidence of at least one OTA’s perspective (and confirms what we’ve been seeing over the past several months). In an interview at last week’s Bank of America Global Technology Conference, Steenbergen made clear Booking Holdings’ ongoing efforts to remain close to the popular generative AI platforms. According to Steenbergen, “ultimately, those [generative AI platforms] might become more leads-generating platforms, replacing traditional search. And we want to be their really close partners in that.”
- Hilton’s Contrarian View of AI in Hospitality. Unlike many (dare I say, most) in the industry who are focused on AI and its effects on travel marketing and distribution (I include myself in this group), Hilton is taking a slightly different view and approach to AI. According to Chris Silcock, Hilton’s President of Global Brands and Commercial Services, Hilton would rather focus on how AI can improve guests’ on-property experiences – real time guest feedback, guest messaging and personalized messages and advance room assignments for the most loyal of loyalty program members. If the guest has a better on-property experience at a Hilton-branded property because of these new tools, so the argument goes, the guest will seek out future stays at one of Hilton’s 26 brands.
Have a great week everyone.