The United States could follow suit via legislative action. Even if it does not, the increasing availability of different booking rates in Europe will at the very least train international travelers to use meta-search engines to locate and compare different OTA rates. These travelers will soon want and expect to be able to employ the same type of online rate-shopping in the United States. These changes may signal a relaxing of rate parity restrictions across the board, and decrease the OTAs’ strong market power overall. Hoteliers should be prepared to take advantage of the changes in this evolving landscape. In particular, in-house and outside legal counsel negotiating agreements with OTAs should be ready to flex their bargaining power, and negotiate for preferred marketing terms. Get the full story at Hotel News Now