Booking Holdings falls behind in 2025
🗺️ Booking Holdings underperformed in 2025 due to European regulations removing price parity clauses, allowing hotels to promote direct bookings. AI-driven tools are disrupting traditional travel agencies, embedding travel planning within digital ecosystems. Consumer behavior shifts and uneven demand affected Booking's commission-based model. Competitors with diversified offerings fared better. The travel industry is transitioning to AI-first experiences, challenging established players. Jan 6, 2026, marks a pivotal point for examining these changes.
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