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In the shimmering facade of today’s online travel industry, the greatest threat to consumers isn’t poor service or bad weather — it’s deception. Beneath the glossy websites and promises of “best rates” is a scam costing travelers billions every year. With a single click, countless unsuspecting guests are misled, believing they’re booking directly with hotels, when in reality, their money is siphoned away by fraudulent websites. What looks seamless and user-friendly is often a trap filled with hidden fees, inflated prices, and empty promises. And worst of all? Most people have no idea it’s happening.

Hotels are reclaiming control from intermediaries, shifting to smarter, guest-first distribution models. The future lies in innovation, collaboration, and owning the guest relationship.

“We will introduce robust guest protection around price in a completely independent and transparent way. Consumer regulators globally will have full oversight of how our new standard works so they can finally deliver on their mandate to protect consumers around price. “