At Westgate Lakes Resort & Spa, the imbalance the Digital Markets Act is meant to address is clear. Despite being the most authoritative source for its own listing, earning top trust signals in Google Business Profiles and ranking organically through natural #SEO, the resort was still forced to pay Booking and Google Travel to appear within the first two scrolls of the results page.
Authority, relevance, and ownership were not enough to secure visibility. Paid intermediaries occupied the premium real estate by default. This is precisely the market distortion the European Commission‘s Digital Markets Act (DMA) regulation targets. When a supplier is the most relevant and authoritative result yet must still buy access to visibility beneath sponsored intermediaries, competition is no longer based on merit. The DMA exists to correct this imbalance and ensure that direct providers are not economically penalized for competing fairly on their own brand and inventory.
Join me and AgenticHospitality.com as we square off against the forces trying to redefine digital search. This is not a fight for attention. It is a fight for fairness, ownership, and whether hotels control their future in an AI-driven world or are forced to rent it from the next generation of gatekeepers. Natural language is becoming the new front door to travel, and hotels deserve a direct, first-class seat in that experience without paying intermediaries to sit above their own brand.
Read how Agentic Hospitality is building open infrastructure so hotels can be found, understood, and booked directly in natural language search.
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