The Italian Competition Authority’s (AGCM) recent acceptance of Booking.com’s changes to its “Preferred Partner” and “Preferred Plus” programs is another landmark moment for hoteliers. These programs, designed to enhance visibility on Booking.com, required participating properties to maintain “competitive pricing” on the platform, effectively tying their hands when setting rates on other sales channels. However, AGCM’s intervention has changed the game, granting hotels more autonomy and ensuring greater transparency.