The Association of Licensed Multiple Retailers (ALMR) has secured a major victory for accommodation operators as international accommodation website booking.com agreed to apply commitments made to French, Italian and Swedish competition authorities to all European businesses.
The changes will give operators using booking.com greater flexibility to alter rates and conditions offered through other channels and allow direct marketing to guests who booked through the website.
Chief executive Kate Nichols said: “We continue to press for less restrictive terms on hotels and restaurant booking sites.”
Former ALMR chief executive David McHattie, who offers 11 bedrooms at his Devonshire Arms pub in Baslow Derbyshire, told Propel Info: “This might not sound a lot but it was a significant and financially rewarding victory, allowing operators using booking.com greater flexibility to alter rates and conditions offered through other channels. It also allows us to directly market to guests who booked through the website. While booking.com has certainly done a great job for us it is great news that we can flex rates via our own website bookings and can now market directly to guests they sourced for us to ensure that more future bookings come direct. With over 4,000 bed nights a year and a typical marketing cost of £10 – £20 for every booking.com or laterooms.com booking, guests booking direct is worth a substantial amount. This is ALMR membership paid very swiftly.”