But what do these changes mean for hoteliers both in and outside the United Kingdom?
The changes come as the result of the investigation and intervention by the CMA into OTA practices. Changes will need to be made by the 1st of September regarding these misleading tactics, with the CMA monitoring compliance and commitment.
In short, this is great news for hoteliers and guests. From a practical perspective of course, hoteliers now don’t have to grapple with underhanded tactics which either limit OTA visitors from seeing their hotel, or perhaps lead them to mistakenly believe they will get a better deal through a third party instead of the direct channel.
As this is a ‘voluntary’ change on behalf of the OTAs, it’s difficult to say with certainty what will happen for hotels and consumers outside the UK and the CMA’s jurisdiction.