** Towards a mobilization of European hoteliers against Booking: analysis and perspectives **
The hotel sector in Europe faces considerable challenges, exacerbated by the growing domination of online booking platforms, including Booking.com. On January 25, 2023, a legal initiative was announced to federate the hoteliers of France and Spain against the business practices deemed abusive of this platform. This approach raises several questions, both legal and economically, and invites a broader reflection on the future of the independent hotel industry in Europe.
### Context and origin of collective action
The hoteliers, in particular those independent, have been complaining for several years “parity clauses” imposed by platforms like Booking. These clauses prevent hotels from offering more advantageous prices on other distribution channels, creating a form of dependence that can harm their commercial freedom. A recent decision of the Court of Justice of the European Union, dated September 2024, could pave the way for new legal interpretations.
The collective action carried by the law firms Eskariam and Geradin Partners is based on this decision, as well as on conclusions of the competition authorities in Spain and Italy which call into question Booking practices. This regulatory framework, strengthened by digital markets (DMA), aims to promote fair competition within the European Union and to protect smaller players.
### Evaluation of lies and perspectives of compensation
The law firm has evaluated the losses suffered by French hoteliers at around 1.5 billion euros, a figure that illustrates the significant impact of these practices on the profitability of establishments. For some independent hotels, potential allowances could reach dozens, even hundreds of thousands of euros. For hotel channels, these damages amount to millions.
The approach adopted allows hoteliers to act collectively at no immediate expenses, because the financing of appeals is ensured by a specialized company taking a percentage of compensation in the event of victory. This lowers the entrance barrier for many hoteliers, offering them an appeal in the face of the domination of a platform considered as essential.
### A potentially revolutionary initiative
Discussions to extend this initiative to other countries, such as Italy and Portugal, suggest a desire to unify European hoteliers, seeking to create a common front against Booking. This approach could be perceived both as a response to a problematic situation for the sector, but also as a movement carrying hope to strengthen the resilience of independent hotel players.
However, the question remains: how to ensure that the results of this collective action really benefit hoteliers? Beyond legal issues, it is also essential to consider the economic and organizational implications of such a mobilization. A uniform approach in several countries can complexify local dynamics and requires close consultation.
### Reflection on the future of the independent hotel industry
The prosperity of independent hotels depends not only on the resolution of their conflicts with large platforms, but also on their ability to adapt to a changing market. Indeed, in France, direct reservations with establishments represented in 2024 only 33% of online turnover, which highlights the need for strategic development.
Hoteliers could consider new ways to capture their customers, whether through digital improvements, attractive packages or personalized experiences. In this context, the strengthening of customer relations, and better visibility on other online channels, could help reduce their dependence on platforms like Booking.
### Conclusion
The initiative of a collective action against Booking marks a potential turning point for the hotel sector in Europe. If it offers a chance to restore a competitive balance, it also invites fundamental introspection on the practices and strategies of the hoteliers themselves. Through collective mobility and the defense of common interests, hoteliers have the opportunity to renew their commitment to a viable business model, while claiming their rights in a market dominated by technological giants. In this context, it will be crucial to observe the evolution of this dynamic and the way in which it can redraw the landscape of European hotel.