A new chapter in the long battle between Booking Holdings and Brussels over the acquisition of Etraveli Group. The European Union Tribunal has rejected the appeal from the American group and confirmed the decision with which the Commission had blocked the €1.6 billion deal due to possible effects on competition in the digital travel market.
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Booking Holdings loses another round in the European battle to acquire Etraveli Group. The Court of the European Union has dismissed the appeal filed by the American group against the decision by the European Commission to block the operation, valued at around 1.6 billion euros.
The decision therefore confirms, at least for now, the halt to one of the most debated deals in recent years in the online travel distribution sector. At the heart of the case is the concern that the integration between Booking Holdings and Etraveli could further strengthen the group’s position in the European market, increasing barriers to entry and expansion for competitors.
Summary
The EU Court confirms the European Commission’s decision
The ruling came on September 9, 2026. The Court of the European Union upheld the approach taken by the European Commission, stating that the acquisition could have strengthened Booking Holdings’ dominant position by increasing competitive barriers in the market. The judges also rejected the argument that the Commission applied criteria inconsistent with regulations and established case law. Instead, the decision recognizes the ability of European authorities to assess new forms of competitive risk that may emerge in digital markets.
This is an important step because it broadens the debate beyond simple market share. In digital sectors, indeed, a platform’s competitive strength can also depend on the ability to integrate different services, control multiple stages of the purchasing journey, and use one product to strengthen another.
Why Booking wanted to acquire Etraveli
Booking Holdings announced the acquisition of Etraveli Group at the end of 2021. Etraveli is a significant European operator in online flight distribution and manages several brands active in the air booking sector. The deal would have allowed Booking Holdings, already strongly positioned in hotel bookings through Booking.com, to further strengthen its presence in the flight segment.
From an industrial point of view, the logic was clear: to expand the number of services available within the same ecosystem and capture the traveler at multiple points along the purchasing journey, from flight search to accommodation booking.
The European halt to the deal
The European Commission launched an in-depth investigation into the deal in 2022 and subsequently, in 2023, decided to block the acquisition. According to Brussels, integration with Etraveli could have further strengthened Booking.com in the hotel OTA market, making it more difficult for other operators to compete effectively.
The concern was therefore not only about the flight market. The central point was the possibility that Booking’s presence in the air segment could become a tool to further increase traffic, users, and bookings in the hotel business.
Flights and hotels in the same ecosystem
The Etraveli case shows how complex competition assessment has become in digital travel. Large platforms no longer necessarily operate in a single segment: flights, hotels, car rentals, activities, payments, and other services can be integrated within the same experience.
For the traveler, this integration can be an advantage because it allows organizing multiple travel components through a single environment. For regulators, however, the same integration can become problematic when it allows an already strong operator in one market to consolidate its position thanks to its presence in another.
It is precisely this balance between efficiency, innovation, and competition that is becoming a growing focus of European authorities in their approach to large digital platforms.
Booking Holdings contests the decision
Booking Holdings has expressed disagreement with the ruling and continues to argue that the European Commission’s assessment is incorrect both factually and legally. The group is now reviewing the ruling and has stated it is considering a possible appeal to the Court of Justice of the European Union. The matter may therefore not yet be concluded.
In recent years, Booking Holdings’ president and CEO, Glenn Fogel, has repeatedly expressed a critical stance towards the European regulatory framework, arguing that an overly restrictive approach could hinder investment and innovation in the digital market.
The increasingly complex relationship between Booking and the European Union
The Etraveli case fits into a broader context. Booking Holdings is one of the world’s leading players in online travel distribution, and the European market represents a strategic area for the group. At the same time, the European Union is increasing scrutiny of digital platforms deemed particularly influential, with a regulatory framework that includes both traditional competition rules and newer tools dedicated to so-called digital gatekeepers.
The issue does not concern only Booking. The entire travel sector is entering a phase where mergers, acquisitions, and service integrations are scrutinized more closely, especially when involving platforms capable of directly influencing how millions of consumers search for and purchase travel.
What the decision means for the OTA market
The confirmation of the halt to the Etraveli acquisition has significance beyond the individual deal. The decision signals that European authorities are willing to consider indirect effects of concentration in digital markets. An acquisition may involve a service seemingly distinct from the buyer’s core business but still produce competitive effects if it enables generating traffic, increasing cross-selling capacity, or strengthening the platform ecosystem.
For OTAs, metasearch engines, airlines, and accommodation providers, this is an element to watch closely. Competition in travel distribution no longer revolves solely around price or commissions but around the ability to control an ever larger portion of the digital travel journey.
European travel distribution enters a new phase
The ruling also comes at a time when digital travel is changing rapidly. Traditional dynamics between OTAs, suppliers, and search engines are now joined by generative AI, AI agents, and new search and booking methods. The strategic value of customer access is therefore increasing further. Whoever manages to intercept the traveler early in the search phase can subsequently guide them to hotels, flights, car rentals, experiences, and other services.
This is also why the Booking-Etraveli case represents more than a legal dispute. It illustrates the difficulty of determining where legitimate platform expansion ends and where strengthening of competitive position begins, making it harder for other operators to enter.
The Booking-Etraveli battle may not be over
The Court of the European Union has thus upheld the Commission’s decision, but Booking Holdings can still attempt a further appeal. A possible referral to the Court of Justice would mark a new chapter in a saga that began almost five years ago and has meanwhile become a landmark case for the relationship between European regulation and consolidation in digital travel.
For the sector, the outcome will be important not only for Booking and Etraveli. Decisions made on this deal could help define the boundaries within which major travel platforms can grow through acquisitions and integrations in the coming years.
FAQ on the Booking Holdings-Etraveli Acquisition
Did Booking Holdings acquire Etraveli Group?
No. The acquisition announced by Booking Holdings was blocked by the European Commission and the General Court of the European Union rejected the group’s appeal against that decision.
How much was the acquisition of Etraveli worth?
The transaction announced by Booking Holdings was valued at about 1.6 billion euros.
Why did the European Union block the acquisition?
According to the European Commission, the transaction could have further strengthened Booking Holdings’ position in online hotel distribution, increasing barriers to entry and expansion for competitors.
What does Etraveli Group do?
Etraveli Group operates in online flight distribution and manages several brands and platforms specialized in booking airline tickets.
Can Booking Holdings still appeal?
Yes. After the decision by the General Court of the European Union, Booking Holdings stated it is considering a possible appeal to the Court of Justice of the European Union.
Why is the Booking-Etraveli case important for tourism?
The case is important because it concerns how European authorities assess concentration in digital travel markets, where a platform can use its presence in one sector, like flights, to strengthen its position in another, such as hotel booking.
Pubblicato in Digital Travel, TravelNews
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