Booking.com and the EU: What the Latest Court Ruling Means for Small Accommodation Businesses

What happened between Booking.com and the EU?

On September 9, 2026, the General Court upheld the European Commission’s decision to prohibit Booking Holdings’ acquisition of Etraveli Group, a leading European online flight booking operator. The case is part of a broader European focus on competition and the market power of large digital platforms. For the accommodation industry, this matters because online travel agencies (OTAs) have become one of the main channels through which hotels and other accommodation businesses reach travellers. The decision highlights an important issue for the industry: how much influence large platforms have over the way accommodation businesses reach and convert potential guests.

What does this have to do with a small hotel or holiday rental?

The court case involves some of the biggest companies in the travel industry, but the underlying question is relevant even if you operate a 6-, 10-, or 20-room property. OTAs can be extremely valuable for attracting new guests. However, the more bookings a business receives exclusively through third-party platforms, the more dependent it becomes on their rules, ranking algorithms, commissions and changing conditions. The goal is not to abandon OTAs. The goal is to build an additional booking channel that you control yourself.

OTAs are not the enemy. Dependency is the problem.

Booking.com, Airbnb and other platforms make it easier for travellers to discover your property. The problem starts when an OTA becomes the only path to a booking. With your own direct booking website, guests can book directly with you. This gives you greater control over the booking journey, your customer relationship and the revenue generated from each reservation.

How much does OTA dependency really cost?

Consider a simple example. Imagine an accommodation business generates €40,000 in bookings every month, with most of those bookings coming through third-party platforms. Even commissions in the low double digits can add up to thousands of euros every month. So the better question is not simply: “How much do OTAs cost me?” It is: “How many of my bookings could I move to a direct channel?” Reducing OTA dependency does not necessarily mean generating fewer bookings. It can mean building a healthier mix of OTA and direct reservations.

Having a website is not enough

Many accommodation businesses already have a professional-looking website. But what happens when a guest clicks “Book now”? If they are simply redirected to Booking.com or another OTA, your website is primarily an information channel rather than a direct booking channel. A strong direct booking experience should allow guests to check availability, see pricing, make a reservation and, where applicable, pay — without leaving your website.

What can accommodation businesses do today?

Start by looking at where your bookings currently come from. Then make sure your website makes direct booking simple and visible. Finally, make sure your OTA reservations and direct bookings can be managed in one place, reducing the risk of double bookings and unnecessary manual work. The goal is not to choose between Booking.com and your own website. The goal is to have both — while keeping control of your reservations.

Could your business operate without OTAs?

You do not need to stop using Booking.com tomorrow. But ask yourself one simple question: if your main OTA account stopped working tomorrow, would you still have your own booking channel? If the answer is no, it may be time to strengthen your direct booking strategy. OTAs should be a way to reach new customers — not the only way customers can reach you.

Direct bookings mean more control for your business

A direct booking channel gives you greater control over the entire customer journey — from how your property is presented to how a guest completes their reservation. Revoo helps accommodation businesses manage reservations, availability and direct bookings in one system. This means OTAs can remain an important source of new customers without becoming the foundation on which your entire booking strategy depends.

The takeaway: Don't abandon OTAs. Take back control.

Booking.com and other OTAs will likely remain an important part of the accommodation industry for years to come. But growing accommodation businesses should not rely exclusively on intermediaries. Building your own direct booking channel gives you greater control over your reservations, your customer relationships and your business. The more guests can book directly with you, the more control you have over your business.