{"id":4608,"date":"2024-10-29T08:59:06","date_gmt":"2024-10-29T08:59:06","guid":{"rendered":"https:\/\/123compare.me\/?p=4608"},"modified":"2025-11-19T09:52:31","modified_gmt":"2025-11-19T09:52:31","slug":"analyzing-dma-implementation-impact-on-booking-com-pricing-strategy","status":"publish","type":"post","link":"https:\/\/123compare.me\/en\/analyzing-dma-implementation-impact-on-booking-com-pricing-strategy\/","title":{"rendered":"Analyzing DMA implementation impact on Booking.com pricing strategy"},"content":{"rendered":"[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][nectar_highlighted_text color_type=&#8221;regular&#8221; style=&#8221;full_text&#8221; highlight_expansion=&#8221;default&#8221;]\n<h3>SPECIAL EDITION OF THE WORLD PARITY MONITOR<\/h3>\n[\/nectar_highlighted_text][vc_column_text]<span style=\"font-weight: 400;\">In 2024, the EU introduced significant regulatory changes with the DMA, notably designating Booking.com as a gatekeeper on May 13th. The aim of the regulation on DMA as described by the EU commission is \u201c<\/span><span style=\"font-weight: 400;\">The Digital Markets Act aims at preventing gatekeepers from imposing unfair conditions on businesses and end users and at ensuring the openness of important digital services<\/span><span style=\"font-weight: 400;\">\u201d.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Since the World Parity Monitor (WPM) published by 123COMPARE.ME has been tracking OTA pricing strategies in the top 60 tourist destinations in the world since October 2023, we aim to explore whether EU destinations show different trends compared to non-EU ones for Booking.com in regards to their price strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s first review some key dates relevant to the DMA &amp; Booking.com. <sup><a href=\"#footnote_1_4608\" id=\"identifier_1_4608\" class=\"footnote-link footnote-identifier-link\" title=\"Booking, ByteDance and X notified that they meet gatekeeper thresholds under Digital Markets Act&nbsp; &nbsp; (see announcement here)\nhttps:\/\/digital-markets-act.ec.europa.eu\/commission-designates-booking-gatekeeper-and-opens-market-investigation-x-2024-05-13_en\nhttps:\/\/news.Booking.com\/en\/bookingcom-to-amend-parity-provisions-throughout-europe\/\">1<\/a><\/sup><\/span>[\/vc_column_text][nectar_highlighted_text color_type=&#8221;regular&#8221; style=&#8221;full_text&#8221; highlight_expansion=&#8221;default&#8221;]<span style=\"font-weight: 400;\">Chart 1&gt; DMA Implementation Timeline.<\/span>[\/nectar_highlighted_text][image_with_animation image_url=&#8221;4767&#8243; image_size=&#8221;full&#8221; animation_type=&#8221;entrance&#8221; animation=&#8221;None&#8221; animation_movement_type=&#8221;transform_y&#8221; hover_animation=&#8221;none&#8221; alignment=&#8221;&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; image_loading=&#8221;default&#8221; max_width=&#8221;100%&#8221; max_width_mobile=&#8221;default&#8221;][nectar_highlighted_text color_type=&#8221;regular&#8221; style=&#8221;full_text&#8221; highlight_expansion=&#8221;default&#8221;]\n<h3><b>Exploring OTA Pricing Trends: EU vs. Non-EU Destinations<\/b><\/h3>\n[\/nectar_highlighted_text][vc_column_text]<span style=\"font-weight: 400;\">To analyze these changes we want to answer the following questions:<\/span><\/p>\n[\/vc_column_text][nectar_highlighted_text color_type=&#8221;regular&#8221; style=&#8221;full_text&#8221; highlight_expansion=&#8221;default&#8221;]\n<h3><b>1. Is Booking.com\u2019s pricing strategy different between EU and Non-EU destinations?<\/b><\/h3>\n[\/nectar_highlighted_text][vc_column_text]<span style=\"font-weight: 400;\">In our WPR, to evaluate this, we use the \u2018Beat-Meet-Lose\u2019 KPI, which helps compare hotel direct prices with OTA prices:<\/span><\/p>\n<ul>\n<li><b>Beat<\/b>: When hotel direct prices are lower than OTAs prices<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Meet<\/b><span style=\"font-weight: 400;\">: When hotel direct prices are equal +\/- 0.5% to OTA prices<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Lose<\/b><span style=\"font-weight: 400;\">: When hotel direct prices are higher than OTA prices<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The following graphs show some interesting insights on the evolution of price disparities over the past year:<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][nectar_highlighted_text color_type=&#8221;regular&#8221; style=&#8221;full_text&#8221; highlight_expansion=&#8221;default&#8221;]<span style=\"font-weight: 400;\">Chart 2 &gt; Direct Hotels Beat-Meet-Lose rate vs Booking.com evolution. &#8211;<\/span>[\/nectar_highlighted_text][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/2&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][image_with_animation image_url=&#8221;4835&#8243; image_size=&#8221;full&#8221; animation_type=&#8221;entrance&#8221; animation=&#8221;None&#8221; animation_movement_type=&#8221;transform_y&#8221; hover_animation=&#8221;none&#8221; alignment=&#8221;&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; image_loading=&#8221;default&#8221; max_width=&#8221;100%&#8221; max_width_mobile=&#8221;default&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Non EU-Locations<\/span>[\/vc_column_text][\/vc_column][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/2&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][image_with_animation image_url=&#8221;4837&#8243; image_size=&#8221;full&#8221; animation_type=&#8221;entrance&#8221; animation=&#8221;None&#8221; animation_movement_type=&#8221;transform_y&#8221; hover_animation=&#8221;none&#8221; alignment=&#8221;&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; image_loading=&#8221;default&#8221; max_width=&#8221;100%&#8221; max_width_mobile=&#8221;default&#8221;][vc_column_text]<span style=\"font-weight: 400;\">EU-Locations<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][nectar_highlighted_text color_type=&#8221;regular&#8221; style=&#8221;full_text&#8221; highlight_expansion=&#8221;default&#8221;]<span style=\"font-weight: 400;\">Chart 3 &gt; Direct Hotels&#8217; Lose rate vs Booking.com in EU Locations.-<\/span>[\/nectar_highlighted_text][image_with_animation image_url=&#8221;4827&#8243; image_size=&#8221;full&#8221; animation_type=&#8221;entrance&#8221; animation=&#8221;None&#8221; animation_movement_type=&#8221;transform_y&#8221; hover_animation=&#8221;none&#8221; alignment=&#8221;&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; image_loading=&#8221;default&#8221; max_width=&#8221;100%&#8221; max_width_mobile=&#8221;default&#8221;][nectar_highlighted_text color_type=&#8221;regular&#8221; style=&#8221;full_text&#8221; highlight_expansion=&#8221;default&#8221;]<span style=\"font-weight: 400;\">Chart 4 &gt; Direct Hotels&#8217; Lose rate vs Booking.com in Non EU Locations.-<\/span>[\/nectar_highlighted_text][image_with_animation image_url=&#8221;4829&#8243; image_size=&#8221;full&#8221; animation_type=&#8221;entrance&#8221; animation=&#8221;None&#8221; animation_movement_type=&#8221;transform_y&#8221; hover_animation=&#8221;none&#8221; alignment=&#8221;&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; image_loading=&#8221;default&#8221; max_width=&#8221;100%&#8221; max_width_mobile=&#8221;default&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Initially, Hotels direct prices vs Booking.com had a higher \u2018Beat\u2019 rate (i.e., hotels offering cheaper direct prices) in EU locations, with the \u2018Lose\u2019 rate (when Booking.com is cheaper) declining since the beginning of 2024. In non-EU destinations, the trend has been stable, with \u2018Beat\u2019 rates fluctuating between 40-48%, reflecting short-term market changes or promotions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In contrast, EU destinations show an upward \u2018Beat\u2019 trend, indicating that hotels are increasingly offering better prices than Booking.com. This could be due to more aggressive pricing strategies or stronger demand, allowing hotels to set more competitive direct rates.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A month-by-month analysis of the \u2018Lose\u2019 rate reveals a significant difference between the first half (October 2023 &#8211; February 2024) and second half (March 2024 &#8211; September 2024) of the period. The \u2018Lose\u2019 rate began to drop significantly around January 2024 and continued throughout the following months.<\/span>[\/vc_column_text][nectar_highlighted_text color_type=&#8221;regular&#8221; style=&#8221;full_text&#8221; highlight_expansion=&#8221;default&#8221;]\n<h3><b>2. Is Booking.com\u2019s 2024 trend in the EU different from other OTAs?\u00a0<\/b><\/h3>\n[\/nectar_highlighted_text][vc_column_text]<span style=\"font-weight: 400;\">Let\u2019s compare Booking.com\u2019s \u2018Lose\u2019 rate evolution with other OTAs in EU locations. As seen previously, Booking.com presents a declining trend, other OTAs have shown a more stable trend.<\/span>[\/vc_column_text][nectar_highlighted_text color_type=&#8221;regular&#8221; style=&#8221;full_text&#8221; highlight_expansion=&#8221;default&#8221;]<span style=\"font-weight: 400;\">Chart 5 &gt; Direct Hotels&#8217; &#8216;Lose&#8217; rate vs Rest of OTAs in EU Locations.-<\/span>[\/nectar_highlighted_text][image_with_animation image_url=&#8221;4831&#8243; image_size=&#8221;full&#8221; animation_type=&#8221;entrance&#8221; animation=&#8221;None&#8221; animation_movement_type=&#8221;transform_y&#8221; hover_animation=&#8221;none&#8221; alignment=&#8221;&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; image_loading=&#8221;default&#8221; max_width=&#8221;100%&#8221; max_width_mobile=&#8221;default&#8221;][vc_column_text]<span style=\"font-weight: 400;\">The comparison shows a clear difference between Booking.com\u2019s performance and that of other OTAs. Statistical analysis confirms that Booking.com\u2019s \u2018Lose\u2019 rate has evolved differently, suggesting a unique trend compared to the other OTAs.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">This behavior is not observed in Booking.com\u2019s sister brands, Agoda and Priceline, which have maintained stable \u2018Lose\u2019 rates.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">When compared directly with other major OTAs (as per impression share), Booking.com\u2019s trend remains distinct.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Having covered \u2018Lose\u2019 share 2024 trend evolution, it\u2019s important to do a similar analysis based on major dates regarding DMA deployment and the end of the parity clause.<\/span>[\/vc_column_text][nectar_highlighted_text color_type=&#8221;regular&#8221; style=&#8221;full_text&#8221; highlight_expansion=&#8221;default&#8221;]\n<h3><b>3. Are these trends in line with Key dates?<\/b><\/h3>\n[\/nectar_highlighted_text][vc_column_text]<span style=\"font-weight: 400;\">On April 24 Booking.com agreed with competition authorities in France, Italy, and Sweden to end its price, availability, and booking conditions. This raises the question: Could we say that this has an impact on the \u2018Lose\u2019 rate evolution from April onwards?<\/span>[\/vc_column_text][nectar_highlighted_text color_type=&#8221;regular&#8221; style=&#8221;full_text&#8221; highlight_expansion=&#8221;default&#8221;]<span style=\"font-weight: 400;\">Chart 6 &gt; Direct Hotels Lose rate vs Booking.com in France, Italy &amp; Sweden Locations.-<\/span>[\/nectar_highlighted_text][image_with_animation image_url=&#8221;4833&#8243; image_size=&#8221;full&#8221; animation_type=&#8221;entrance&#8221; animation=&#8221;None&#8221; animation_movement_type=&#8221;transform_y&#8221; hover_animation=&#8221;none&#8221; alignment=&#8221;&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; image_loading=&#8221;default&#8221; max_width=&#8221;100%&#8221; max_width_mobile=&#8221;default&#8221;][vc_column_text]<span style=\"font-weight: 400;\">A comparison of the \u2018Lose\u2019 rate before and after April 2024<sup><a href=\"#footnote_2_4608\" id=\"identifier_2_4608\" class=\"footnote-link footnote-identifier-link\" title=\"T-statistic: 5.565.565.56 &nbsp; \nP-value: 0.000350.000350.000\">2<\/a><\/sup> <\/span><span style=\"font-weight: 400;\">shows a statistically significant drop from the point onward. This confirms that there was a significant reduction in the \u2018Lose\u2019 rate for Booking.com in France, Italy, and Sweden locations after April 2024.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The implementation of the same provision across all EU countries from July 1st prompts an analysis to determine if the same effect is observed in the totality of EU destinations analysis following the extension of this agreement to all of them.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">All EU destinations:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Average % Lose before July (April, May, June):<\/span> <span style=\"font-weight: 400;\">16.36%<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Average % Lose after July (July, August, September):<\/span> <span style=\"font-weight: 400;\">14.10%<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u200b\u200bWhile there is a reduction in the \u2018Lose\u2019 rate, it is not significant enough to confirm a strong effect for these specific months<sup><a href=\"#footnote_3_4608\" id=\"identifier_3_4608\" class=\"footnote-link footnote-identifier-link\" title=\"T-statistic: 1.68&nbsp; P-value: 0.0963\nThe p-value is greater than 0.05, which means that the difference in the &lsquo;% Lose&rsquo; rate between the two periods is not statistically significant at the 5% level.\">3<\/a><\/sup><\/span><span style=\"font-weight: 400;\">. We\u2019ll keep tracking evolution for the entirety of the EU in the following months.<\/span>[\/vc_column_text][nectar_highlighted_text color_type=&#8221;regular&#8221; style=&#8221;full_text&#8221; highlight_expansion=&#8221;default&#8221;]\n<h3><b>4. What can we expect for price trends in the EU? <\/b><\/h3>\n[\/nectar_highlighted_text][vc_column_text]<span style=\"font-weight: 400;\">From an anti-monopoly regulation perspective, prices are expected to fluctuate more freely, especially with the end of the parity clause. When analyzing price dispersion before and after these changes, we observe that while the price gap between Booking.com and direct hotel prices has slightly increased in favor of direct bookings, the overall price variability or dispersion has remained consistent.<\/span>[\/vc_column_text][nectar_highlighted_text color_type=&#8221;regular&#8221; style=&#8221;full_text&#8221; highlight_expansion=&#8221;default&#8221;]<span style=\"font-weight: 400;\">Chart 7 &gt; Price gap Booking.com vs Direct Hotel\u2019s website.-<\/span>[\/nectar_highlighted_text][image_with_animation image_url=&#8221;4825&#8243; image_size=&#8221;full&#8221; animation_type=&#8221;entrance&#8221; animation=&#8221;None&#8221; animation_movement_type=&#8221;transform_y&#8221; hover_animation=&#8221;none&#8221; alignment=&#8221;&#8221; border_radius=&#8221;none&#8221; box_shadow=&#8221;none&#8221; image_loading=&#8221;default&#8221; max_width=&#8221;100%&#8221; max_width_mobile=&#8221;default&#8221;][nectar_highlighted_text color_type=&#8221;regular&#8221; style=&#8221;full_text&#8221; highlight_expansion=&#8221;default&#8221;]\n<h3><b>Conclusions<\/b><\/h3>\n[\/nectar_highlighted_text][vc_column_text]<span style=\"font-weight: 400;\">Over the past year, the BML KPI shows that hotels in EU destinations are increasingly offering better prices than Booking.com, resulting in a higher \u2018Beat\u2019 rate and a lower \u2018Lose\u2019 rate compared to non-EU destinations. While non-EU markets remain competitive, the distribution across BML categories is more balanced, with Booking.com still maintaining a strong presence.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We\u2019ve observed a notable drop in Booking.com&#8217;s \u2018Lose\u2019 rate within the EU, which contrasts with other OTAs (including those under Booking Holdings) as well as its performance in non-EU markets. Given that our data covers a full year in the highly seasonal hospitality sector, and considering the diverse market dynamics across various locations, this distinct behavior can be attributed to three key factors:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Regulatory Environment<\/b><span style=\"font-weight: 400;\">: Stricter EU regulations, particularly on OTA parity clauses, may have given hotels more flexibility to set direct prices.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Market Dynamics<\/b><span style=\"font-weight: 400;\">: The EU market might be more competitive, with higher demand and a dense concentration of hotels, prompting more aggressive pricing strategies by hotels to attract direct bookings.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Consumer Behavior<\/b><span style=\"font-weight: 400;\">: EU consumers might be more price-sensitive or inclined to book directly with hotels, further influencing the trends in this region.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Since all players are subject to similar market dynamics and consumer behavior, and given that Booking.com is specifically targeted by the DMA regulation, the regulatory changes in the EU seem to be the primary driver behind these shifts. Mainly for these 3 reasons: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Regulatory impact:<\/span> <span style=\"font-weight: 400;\">The DMA regulation specifically targets Booking.com, making regulatory changes in the EU the likely primary driver of the observed shifts.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Strategic evolution:<\/span> <span style=\"font-weight: 400;\">Booking.com\u2019s strategy has evolved uniquely in response to these changes, setting it apart from other OTAs, including those within the Booking group.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">EU vs non-EU:<\/span> <span style=\"font-weight: 400;\">The distinct behavior of Booking.com in EU destinations, compared to non-EU markets, underscores the influence of these regulatory changes.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">With the facts laid out, let\u2019s now provide some final thoughts to conclude.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We don\u2019t think the DMA is likely to bring a significant short-term boost to the hotel direct channel.\u00a0 While there\u2019s a clear pricing impact on Booking.com, the platform\u2019s dominance and retention tools (like Genius discounts, not reflected in public prices) make a major drop in market share unlikely. In fact, a negative side-effect of the DMA on the direct channel is emerging: its impact on the Google Travel search portal is making it harder for users to access this portal, which is known to be more user-friendly for direct hotel bookings, and is channeling traffic to the general search, where larger sites like those of OTAs gain more relevance. We will continue monitoring these developments to determine whether this is a short-term adjustment or a longer-term trend.<\/span>[\/vc_column_text][\/vc_column][\/vc_row]\n<ol class=\"footnotes\"><li id=\"footnote_1_4608\" class=\"footnote\"><\/span><span style=\"font-weight: 400;\">Booking, ByteDance and X notified that they meet gatekeeper thresholds under Digital Markets Act\u00a0 \u00a0 <\/span><a href=\"https:\/\/ec.europa.eu\/commission\/presscorner\/detail\/en\/mex_24_1307\"><span style=\"font-weight: 400;\">(see announcement here)<\/span><i><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/i><\/a><span style=\"font-weight: 400;\">https:\/\/digital-markets-act.ec.europa.eu\/commission-designates-booking-gatekeeper-and-opens-market-investigation-x-2024-05-13_en<\/span><\/p>\n<p><span style=\"font-weight: 400;\">https:\/\/news.Booking.com\/en\/bookingcom-to-amend-parity-provisions-throughout-europe\/<span class=\"footnote-back-link-wrapper\">[<a href=\"#identifier_1_4608\" class=\"footnote-link footnote-back-link\">&#8617;<\/a>]<\/span><\/li><li id=\"footnote_2_4608\" class=\"footnote\">T-statistic: 5.565.565.56 \u00a0 <\/span><\/p>\n<p><span style=\"font-weight: 400;\">P-value: 0.000350.000350.000<span class=\"footnote-back-link-wrapper\">[<a href=\"#identifier_2_4608\" class=\"footnote-link footnote-back-link\">&#8617;<\/a>]<\/span><\/li><li id=\"footnote_3_4608\" class=\"footnote\"><\/span><span style=\"font-weight: 400;\">T-statistic: 1.68\u00a0 P-value: 0.0963<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The p-value is greater than 0.05, which means that the difference in the \u2018% Lose\u2019 rate between the two periods is not statistically significant at the 5% level.<span class=\"footnote-back-link-wrapper\">[<a href=\"#identifier_3_4608\" class=\"footnote-link footnote-back-link\">&#8617;<\/a>]<\/span><\/li><\/ol>","protected":false},"excerpt":{"rendered":"<p>[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221;&#8230;<\/p>\n","protected":false},"author":10,"featured_media":4873,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[64],"tags":[81,29,82,83],"class_list":{"0":"post-4608","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-distribution-otas","8":"tag-direct-bookings","9":"tag-direct-sales","10":"tag-otas-2","11":"tag-parity-2"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - 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