Dynamic pricing for hotels: can you raise prices on high-demand dates or by customer? (2026)

Updated: 10 November 2026

A fair, Easter, a concert: demand goes up and you want to raise your rate. We read Directive (EU) 2019/2161, Andalusia's Decree-Law 13/2020 and the Spanish government's official note on the February 2026 price cap (links at the end). Where we could not confirm something, we say so. This is not legal advice: check with your adviser.

Two different things

Dynamic pricing: the rate changes for everyone depending on demand, date or occupancy.
Personalised pricing: an automated system gives each customer a different price based on their profile (history, device, data).
EU law treats them differently.

Raising prices with demand: allowed

In Andalusia, the prices of tourist services in hotel establishments «are free» (Decree-Law 13/2020, art. 21.1).
Directive 2019/2161 (recital 45) says its personalised-price notice does not apply to «dynamic» or «real-time» pricing that involves no personalisation.
You can charge more on a festival Saturday than on a November Tuesday, as long as the price is shown clearly.

Personalised prices: you must tell the customer

Directive 2011/83/EU, art. 6(1), point added by Directive 2019/2161:

In distance sales (website, phone, email) you must state, where applicable, that the price was personalised on the basis of automated decision-making.
It applies from 28 May 2022.
Personalisation itself is not banned; what is mandatory is to say so clearly.
We have not read how Spanish consumer law transposes it: check with your adviser.

No misleading prices

Directive 2005/29/EC (art. 6(1)(d)) treats misleading customers about the price or how it is calculated as a misleading practice.
We did not find an official rule saying expressly that the price cannot change during the booking. Good practice: the price you confirm is the price you charge.
Discounts, previous prices and scarcity messages have their own rules: see our guide /hotel-offers-black-friday-was-price-scarcity-rules-2026.

By country or residence: no

The geo-blocking Regulation (EU) 2018/302 covers hotel accommodation:

You cannot apply different conditions to EU customers because of their nationality or residence.
You can make offers to groups (for example families or members of an association) if any EU customer can access them.
See our guide /hotel-prices-by-country-residence-geo-blocking-2026.

Andalusia: no price cap, no prior filing

Decree-Law 13/2020, art. 21 «Prices and bookings» (consolidated text, last amended 28-6-2024):

It does not require you to file prices with the regional government and sets no maximum prices.
Prices must be all-inclusive, with the services required for your category, and broken down by item.
The room price includes water, electricity, heating, air conditioning, cleaning, bed and bath linen.
If you require prepayment or card details, say so in your advertising; accepted payment methods must be visible at the entrance.
The booking must include the total price broken down.

Exception: emergencies

Official note from Spain's Consumer Affairs Ministry (17 February 2026):

After storm Leonardo, a Council of Ministers agreement based on Real Decreto-ley 4/2026 barred hotels and lodging establishments in 14 municipalities from raising prices above the month before the emergency.
In Andalusia: Grazalema, Jerez de la Frontera, Ubrique, Vejer de la Frontera, Nívar, Montefrío, Pinos Puente, Zagra, Cazorla, Santisteban del Puerto, Benaoján and Ronda.
It ran from 18 to 25 February 2026; the limit had to be disclosed and customers were entitled to a refund if it was breached.
In short: in an emergency the government can cap prices. Follow official news if it affects you.

Portugal, Italy and Greece

We have not reviewed national rules on dynamic pricing for accommodation. The EU rules in this guide (personalised-price notice, no misleading, no discrimination by country) apply across the EU.

Good practice

Show the total price from the start, with mandatory services included.
Keep the confirmed price in the booking.
If your system personalises prices per customer, say so visibly.
Use the same price for every country; keep offers open to any EU customer.
Check that all your channels show today's rate.

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Frequently asked questions

Can I raise prices during a festival or Easter?

Yes. In Andalusia hotel prices are free (Decree-Law 13/2020, art. 21) and there is no cap, except for emergency measures like the one in February 2026.

Can I charge a customer more based on their profile?

Automated personalisation is not banned, but in online sales you must say the price is personalised (Directive 2019/2161). Never based on nationality or residence within the EU.

Do I have to file my prices with the Junta de Andalucía?

Art. 21 of Decree-Law 13/2020 does not require it and sets no maximum prices. It does require all-inclusive, itemised prices.

Sources

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