ROME, April 22, 2026 — Italy’s Italian Competition Authority (AGCM) has opened an investigation into Booking.com B.V. and its related entities over suspected unfair commercial practices linked to the promotion of accommodation providers on its platform.
The probe targets Booking.com B.V., Booking.com International B.V. and Booking.com (Italia) S.r.l..
Concerns over “Preferred Partner” programme
The authority said it is examining whether Booking.com misleads consumers through the way it promotes hotels and other accommodation providers participating in its Preferred Partner Programme, including its premium tier Preferred Plus.
According to the regulator, accommodation providers enrolled in these programmes receive greater visibility in search results, enhanced graphical prominence and promotional claims highlighting service quality and value for money.
However, the AGCM suspects that the criteria used to select participants may not actually guarantee higher quality or better value.
Alleged link to commission payments
The authority’s preliminary assessment suggests that inclusion in the programme may depend largely on higher commission payments to Booking.com, rather than objective measures of service quality.
If confirmed, the regulator said the presentation of these providers could mislead consumers into believing that Preferred Partner listings represent better overall value, potentially influencing booking decisions.
Such practices could lead travellers to choose accommodation that is on average more expensive, the authority warned.
Inspections conducted
As part of the investigation, officials from the competition authority carried out inspections at the premises of Booking.com (Italia) with assistance from the Guardia di Finanza Special Antitrust Unit.
The investigation will determine whether the company’s practices breach Italian consumer protection rules governing misleading commercial conduct. The opening of the probe does not prejudge the final outcome of the case.
Source: https://en.agcm.it/en/media/press-releases/2024/4/PS13115
