In the dynamic digital tourism scenario, the relationship between large booking platforms and accommodation providers is under constant scrutiny. At Booking.com, however, the narrative it wants to build is clear and forceful: that of a "strategic partner". Pilar Crespo, Booking's manager for Spain and Portugal, emphasises a collaboration of 20 years in the country, a period which, according to his vision, has been of joint commitment and growth with the Spanish hotel sector. The company argues that its platform has been a "channel of support and growth", denying prejudice and emphasising the voluntariness of the accommodation to become part of their ecosystem.
This "voluntary 100% model" positioning is a fundamental pillar in its defence. Booking.com emphasises that establishments have the absolute freedom to choose the distribution model that best suits their needs, with conditions that they consider "reasoned, reasonable and consistent" with respect to the value they provide.
On regulatory challenges, Booking.com's position is firm. The company disagrees with the recent Swiss rulingwhich orders them a reduction of 25% of its commissionsand has already announced that will appeal and exhaust all legal avenues. Similarly, with regard to the fine of 413 million imposed in Spain due to competition concerns, Booking.com has appealed in October and has obtained the the National Court's decision to stay the case. This means that, for the time being, the fine does not have to be paid or its conditions applied, and the final decision could take three to four years, in what is expected to be a lengthy legal process.
Beyond litigation, Booking.com focuses on the value it brings to its employees. They highlight the global exposure They are attracting strong international demand that individual hotels would find difficult to capture. They underline their technological leadership, with the artificial intelligence as a "bulwark" of its strategy. In the coming weeks, the company will launch AI-driven developments for consumers and partners. Booking CEO Glenn Fogel has already signalled the use of GenAI to suggest answers to travellers' questions, and the development of an AI-powered Partner Assistant to facilitate onboarding new partners. Intelligent filters, property Q&A, and AI-based review summaries are also being implemented. Additionally, the KAYAK team, part of the group, has launched KAYAK.ai, an AI-powered feature test lab to make the product more personalised. Collaboration with leaders in generative AI such as OpenAI, Microsoft (Copilot Actions) and Amazon (Alexa+) is part of this vision.
The company is conceived as a "data driven 100%", using real-time data analysis (device segments, nationalities, etc.) to understand the needs of customers and partnersThe company's distribution network can provide additional value in the distribution. With 200 people in Spain and eight officesThey also emphasise the value of the human team and the close treatment as a differentiator.
In Booking.com's vision, the "tourism of the future" will be profoundly transformed by technology and artificial intelligence, making content viewing more efficient and engaging for new generations of travellers. The world of distribution, although fragmented, offers ample choice and competition is seen as a "good thing" that benefits the customer and allows accommodations to choose the distributor that best suits their strategies and results. Booking.com is committed to continuing to actively evolve and deliver value to the traveller and the property.
