Expedia’s quiet advance into Europe’s hotel market
📈 Jan 20, 2026: In Europe, the online travel market is evolving. Booking.com faces EU Digital Markets Act regulations, limiting rate parity and compliance. Expedia Group shifts strategies, expanding B2B partnerships with banks, airlines, and fintechs, instead of direct consumer traffic competition. This creates fragmented distribution options and requires hoteliers to rethink channel mix and pricing. The changing landscape offers opportunities for hotels to diversify and rebalance their reliance on dominant OTAs like Booking.com.
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