Greek hoteliers, led by the Hellenic Chamber of Hotels (HCH), are taking a stand against Booking.com in a collective legal battle that could result in tens of millions of euros in damages. The lawsuit focuses on the platform’s controversial pricing policies, particularly its “rate parity clauses,” which restrict hotels from offering better rates on their own websites than those listed on Booking.com.

This legal action follows a pivotal ruling by the European Court of Justice (ECJ) in Case C-264/23 on 19 September 2024, which concluded that these clauses are not essential to the financial sustainability of Booking.com’s operations. The clauses have fueled dissatisfaction among hoteliers, who argue that they unfairly limit their ability to compete and manage pricing flexibility.

Booking.com dominates Greece’s online travel market, commanding a 70% share. Hoteliers are particularly concerned about the platform’s commission rates, which range from 15% to 27%, further escalating for those participating in special promotions. These commissions collectively amount to approximately 200 million euros annually out of the 2 billion euros in online bookings generated by Greek properties.

Alexandros Vassilikos, president of both HCH and HOTREC, Europe’s hospitality trade association, has confirmed that HCH has enlisted a specialized legal team to assess and pursue compensation claims. Vassilikos emphasized that the ECJ decision validates the financial harm inflicted on hoteliers and represents a critical opportunity to challenge such restrictive practices.

The Hellenic Hoteliers Association (HHA), led by Yannis Hatzis, has thrown its full support behind the lawsuit. Hatzis condemned the platform’s sluggish response to removing parity clauses and described the legal action as necessary to protect the industry’s future. Interest among Greek hotels to join the lawsuit is growing, signaling a potential wave of similar claims across Europe.

While Booking.com argues that its pricing policies ensure consumer trust in the platform, critics assert that these restrictions stifle competition and limit hotels’ ability to manage inventory. Greek hoteliers see this legal challenge as a chance to push for fairer practices and reclaim control over their pricing strategies.

This lawsuit coincides with broader European Union efforts to tackle anti-competitive behavior by major digital platforms. Greek hoteliers hope their case will secure compensation and drive significant reform in the online booking market, ultimately benefiting the entire industry and travelers alike.