The Shelter PMS team presents an overview of the industry press and analytical reports of the horeca industry over the past week.:
European hoteliers are suing booking.com , claiming damages due to price parity.
More than ten thousand hotels from different EU countries have been brought against Booking.com a class action lawsuit from the HOTREC Association [an analogue of our FRiO]. The essence of the accusation is that the rules in force earlier, according to which hotels had no right to set prices lower anywhere than on the Booking platform, "caused them financial damage."
A year ago, the European Court of Justice already recognized such actions of booking as illegal, but Booking.com he challenged the decision, and, citing an incorrect interpretation of the rule, successfully overturned it. Now hoteliers are not only demanding that such a requirement be outlawed again, but also to compensate for the financial damage incurred in the amount of 30% of the commission already paid to the service.
As of September 1, almost 24 thousand accommodation facilities were included in the Rosaccreditation register.
As of today, accommodation facilities that have not passed self-assessment and are not included in the register of the Russian Academy of Sciences cannot present their services on online hotel booking services.
According to the national accreditation system, as of the morning of September 1, 2025, there are 32,658 accommodation facilities in Russia, of which 23,791 are operational, that is, they were fully classified according to the new rules by September 1, 6,306 with the status "suspended" and 1,836 with the status "terminated".
Among the existing facilities, the most funds are without the category [recreation centers and campsites do not receive stars] – 15,759 and three–star hotels - 3,899. There are also 345 accommodation facilities in the registry. 5*, 1776 – 4*, 1593 – 2*, 419 – 1*.
Business tourism: fewer "fives", more requirements.
IBC Corporate Travel: Hotel bookings made by business travelers in the first half of 2025 were 11% less than in the same period of 2024. But the average cost of accommodation per night showed an increase of 17.5%.
Five-star hotels continued to "fall out" of the limits on accommodation and lost another 1% of bookings from last year. Non-star accommodations accounted for 13.5% of all bookings in the first half of 2025, although last year they showed more than 21% by the end of July.
Only the "troika" hotels are growing in the booking rating – they accounted for more than 43% of all bookings, and 4–star hotels - they "took" more than 28%.
Companies are "tightening" the limits on accommodation, allowing only top management to move into the "top five", but at the same time they strive to generally maintain comfort for all their seconded employees – and do not consider accommodation facilities below the third star category for business trips.
Vadim Prasov / Alliance Hotel Management: The state administrative resource in terms of strengthening domestic hotel management systems is far from exhausted.
Look at the well-defined and undisguised protectionism, for example, of French officials towards the work of Accor. Or how the American authorities support and promote Marriott in foreign markets, viewing their hotels as their outpost of "soft influence" that performs functions beyond the scope of consulates, embassies, or trade missions...
Since our country has a fairly large market for various non-core assets [as an example, facilities transferred to banks or owned by various government agencies], in line with the policy of strengthening hotel management systems, the government, in cooperation with the industry community, could identify a pool of effective management companies that would commercially manage such facilities. The full interview is available here.
Global trend: The rising cost of attracting guests and adapting marketing.
In the five years [2020-25], the cost of customer acquisition in the travel and hospitality industry has increased by 35% due to inefficient personalization, fragmented [useless] data, and outdated targeting strategies.
Most companies spend their budgets on attracting new customers, constantly focusing on existing ones, while missing the opportunity to establish deeper contact with existing ones, helping to strengthen loyalty. Investments are needed to better identify the client. However, 77% of companies unknowingly rely on third-party resources, such as OTA or commercial media.
82% of travel brands do not have their own marketing strategy for working with different generations, only 14% of companies have loyalty programs that involve the interests of generation Z.
27% of digital customer acquisition budgets are wasted on "attracting" existing ones - millions that could be directed to new segments or improve the quality of service for existing ones. The full study is available at the link.
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European hoteliers are suing booking.com , claiming damages due to price parity.
More than ten thousand hotels from different EU countries have been brought against Booking.com a class action lawsuit from the HOTREC Association [an analogue of our FRiO]. The essence of the accusation is that the rules in force earlier, according to which hotels had no right to set prices lower anywhere than on the Booking platform, "caused them financial damage."
A year ago, the European Court of Justice already recognized such actions of booking as illegal, but Booking.com he challenged the decision, and, citing an incorrect interpretation of the rule, successfully overturned it. Now hoteliers are not only demanding that such a requirement be outlawed again, but also to compensate for the financial damage incurred in the amount of 30% of the commission already paid to the service.
As of September 1, almost 24 thousand accommodation facilities were included in the Rosaccreditation register.
As of today, accommodation facilities that have not passed self-assessment and are not included in the register of the Russian Academy of Sciences cannot present their services on online hotel booking services.
According to the national accreditation system, as of the morning of September 1, 2025, there are 32,658 accommodation facilities in Russia, of which 23,791 are operational, that is, they were fully classified according to the new rules by September 1, 6,306 with the status "suspended" and 1,836 with the status "terminated".
Among the existing facilities, the most funds are without the category [recreation centers and campsites do not receive stars] – 15,759 and three–star hotels - 3,899. There are also 345 accommodation facilities in the registry. 5*, 1776 – 4*, 1593 – 2*, 419 – 1*.
Business tourism: fewer "fives", more requirements.
IBC Corporate Travel: Hotel bookings made by business travelers in the first half of 2025 were 11% less than in the same period of 2024. But the average cost of accommodation per night showed an increase of 17.5%.
Five-star hotels continued to "fall out" of the limits on accommodation and lost another 1% of bookings from last year. Non-star accommodations accounted for 13.5% of all bookings in the first half of 2025, although last year they showed more than 21% by the end of July.
Only the "troika" hotels are growing in the booking rating – they accounted for more than 43% of all bookings, and 4–star hotels - they "took" more than 28%.
Companies are "tightening" the limits on accommodation, allowing only top management to move into the "top five", but at the same time they strive to generally maintain comfort for all their seconded employees – and do not consider accommodation facilities below the third star category for business trips.
Vadim Prasov / Alliance Hotel Management: The state administrative resource in terms of strengthening domestic hotel management systems is far from exhausted.
Look at the well-defined and undisguised protectionism, for example, of French officials towards the work of Accor. Or how the American authorities support and promote Marriott in foreign markets, viewing their hotels as their outpost of "soft influence" that performs functions beyond the scope of consulates, embassies, or trade missions...
Since our country has a fairly large market for various non-core assets [as an example, facilities transferred to banks or owned by various government agencies], in line with the policy of strengthening hotel management systems, the government, in cooperation with the industry community, could identify a pool of effective management companies that would commercially manage such facilities. The full interview is available here.
Global trend: The rising cost of attracting guests and adapting marketing.
In the five years [2020-25], the cost of customer acquisition in the travel and hospitality industry has increased by 35% due to inefficient personalization, fragmented [useless] data, and outdated targeting strategies.
Most companies spend their budgets on attracting new customers, constantly focusing on existing ones, while missing the opportunity to establish deeper contact with existing ones, helping to strengthen loyalty. Investments are needed to better identify the client. However, 77% of companies unknowingly rely on third-party resources, such as OTA or commercial media.
82% of travel brands do not have their own marketing strategy for working with different generations, only 14% of companies have loyalty programs that involve the interests of generation Z.
27% of digital customer acquisition budgets are wasted on "attracting" existing ones - millions that could be directed to new segments or improve the quality of service for existing ones. The full study is available at the link.
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