The UK: Starting on 1st September, hotel booking platforms must drop any misleading practices, such as pressure selling, discount claims, and hidden charges. This means that booking platforms can no longer give a false impression of scarcity, offer misleading discounts (such as comparing the price of a luxury suite with a standard room), or bury compulsory fees deep in the booking process. These platforms must also make it clear how hotels are ranked after a customer has entered their search requirement by, for example, telling people when results have been influenced by hotel commission payouts.
France: France was one of the first countries to ban restrictive rate parity clauses back in 2015. Championed by Emmanuel Macron, at the time Minister of Economy, the law allows the hotelier “to consent to any customer discounts or pricing advantage of any kind whatsoever.” In essence, hotels can price their rooms however they want on whichever channel they prefer - except on their own channels, which must match the OTA price. This is “narrow parity.”
Spain: Despite efforts elsewhere, narrow parity clauses can still be enforced in Spain. The country never participated directly in active investigations on rate parity clauses. This wait-and-see approach nonetheless benefitted the country once parity clauses fell in countries like Italy, France (see above), Austria, and Belgium: one piece of research analysis (PDF)determined that banning MFN clauses resulted in lower hotel room costs in Italy, France, and Spain.
Sweden: In mid-2018, a Swedish court ordered Booking.com to drop all parity clauses from its contracts, ruling such clauses in violation of EU competition law. OTAs responded with attempts to limit parity to only between OTAs and a hotel’s direct channel, or “narrow parity.” The courts struck down these contractual restrictions as well.
Germany: Germany joined France in limiting broad rate parity clauses. However, it wasn't until early 2016 that the country also prohibited “narrow parity,” or contractual restrictions the required hotels to price rooms at the same rates on both direct channels and OTA. It's total control over channel pricing strategy.
Australia: Recent developments in Australia point to a likely ban on rate parity clauses. As one legislator told the media about the OTA duopoly, “They’re gauging local hotel owners”. While there hasn't been any action yet, Expedia has already announced that it will no longer enforce any narrow parity restrictions.
As these countries welcome a new era of rate parity, hotels must evolve their own techniques in this brave new world.
