Can I sell cheaper on my own website than on Booking? Rate parity in 2026

Updated: 8 November 2026

Short answer: yes. In the European Union, Booking.com cannot stop you offering better prices or conditions on your own website, or on other platforms, than on Booking. Here is where that comes from, what changed in 2026 and what to check in your contract. This is not legal advice.

The EU rule: the Digital Markets Act (DMA)

The European Commission designated Booking as a gatekeeper on 13 May 2024. Since 14 November 2024:

Article 5(3) of Regulation (EU) 2022/1925 says the gatekeeper shall not prevent business users from offering the same products or services through other platforms or their own direct online sales channel at different prices or conditions.
In the Commission's words, Booking must allow hotels to offer better prices and conditions on other online channels, including their own websites, and is prohibited from implementing any measures that would restrict this freedom.
According to the Commission, Booking removed these requirements from its general delivery terms, agreements and partner programmes in July 2024.

What changed in 2026: external prices and your position on Booking

On 28 September 2026 the Commission published a factsheet after a dialogue with Booking:

Prices you set outside Booking are not used for the default ranking of listings or for eligibility for Genius, Preferred or Preferred Plus.
From September 2026, in the European Economic Area, external prices are no longer a factor for Booking Sponsored Benefit eligibility.
Price comparisons shown in the extranet are for information only, and the "competitive / non-competitive" labels were removed.
Note: the factsheet does not say your position can never change for other reasons (commission, reviews, conversion…). Only that external prices are not a criterion.

The EU Court of Justice (19 Sept 2024)

In case C-264/23 (Booking.com v 25hours Hotel):

Parity clauses, both wide and narrow, cannot in principle be classified as "ancillary restraints": they must be assessed under competition law (Article 101 of the Treaty).
The Court did not itself rule that they are unlawful in every case; it ruled that they do not escape competition analysis.

Spain: the CNMC fine

On 30 July 2024 Spain's competition authority fined Booking €413,240,000 (case S/0005/21):

For imposing, since at least 1 January 2019, a clause that stopped hotels offering their rooms on their own website below Booking's price.
And for restricting competition from other online travel agencies, including through the criteria of its Preferred and Preferred Plus programmes.
The decision could be appealed to the Audiencia Nacional. Check its current status before quoting it as final.

Portugal, Italy and Greece

On top of the EU rule:

Portugal: Decree-Law 108/2021, in force since 1 January 2022, bans agreements under which tourist accommodation or alojamento local cannot offer, on another platform or at the property, more favourable prices or conditions than the intermediary's. It applies to any platform, not just Booking.
Italy: Law 124/2017 (Article 1, paragraph 166) makes void any clause that bars accommodation businesses from offering better conditions than those on platforms. The competition authority (AGCM, case A558) also closed an investigation in December 2024 accepting Booking's commitments on external prices.
Greece: we found no specific law. In July 2026 the Hellenic Competition Commission put to consultation Booking's commitments not to use external prices in default ranking or in its programmes.

What to do

Practical steps:

Check your contract and terms with each platform: the DMA binds Booking; other platforms depend on your country's law (in Portugal and Italy the law protects you against all of them).
If you offer a better price on your website, make it visible: final price, what's included and how to book. A website without prices or a clear booking option doesn't use this freedom.
Keep screenshots and dates if a platform pressures you over your external prices: that's what you'll be asked for if you complain.
For a specific question, ask your hotel association or a lawyer.

How iQuota helps

iQuota publishes your property in AI assistants, through a connector, and on a website with direct booking, at your own prices, with no commission and payment at the property. You set the price on each channel. It does not guarantee that an AI will recommend you.

Want to sell at your own prices in AI assistants and on your website, with no commission? The first 30 hotels join free until 30 June 2027.

See the Founding Hotels programme

Frequently asked questions

Can Booking push me down the results if I'm cheaper on my website?

According to the European Commission (factsheet of 28 Sept 2026), external prices are not used for default ranking or for the Genius, Preferred and Preferred Plus programmes in the EEA. Your position may still change for other reasons.

Does this also apply to Expedia or other platforms?

The DMA only binds Booking, the designated platform. In Portugal and Italy national law bans these clauses with any platform. Otherwise, check your contract.

What about outside the European Union?

These are EU and national rules. For guests or contracts outside the EEA, check each platform's terms.

Sources

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