Around 1,000 Greek hoteliers have taken legal action against Booking.com and other major online travel agencies (OTAs), accusing them of unfair practices that undermine the competitiveness of small and medium-sized businesses. Across Europe, similar legal efforts have surpassed 15,000 cases, according to HOTREC, the continent-wide association representing hotels and restaurants.

Speaking at the 13th General Assembly of the Hellenic Chamber of Hotels on November 22, the chamber’s president, Alexandros Vassilikos, stressed the need for a united European stance against what he described as abusive behavior by digital giants.

“We took the lead with our European colleagues to put the brakes on practices that deprive hoteliers of ownership of their own product,” he said, adding that the collective action of thousands of professionals sends a clear message: Europe must safeguard its small and medium-sized enterprises, “the cornerstone of its identity.”

Compliance with the EU’s Digital Markets Act (DMA) was also at the center of Vassilikos’s recent meeting, in his capacity as HOTREC president, with European Parliament President Roberta Metsola.

Hoteliers argue that dominant platforms exploit their market power in ways that burden hospitality businesses and restrict healthy competition. Their Europe-wide mobilization was catalyzed by a landmark ruling of the European Court of Justice, which found that the much-debated “rate parity” clauses—preventing hotels from offering lower prices on their own websites—are not necessary for the viability of OTAs.

Addressing the General Assembly, Vassilikos also reflected on the broader trajectory of Greek tourism. Success in the post-Covid period, he warned, “is not enough to secure the future. We need new foundations for the next century—emphasizing quality, culture, gastronomy, and natural beauty.”