UK competition watchdog investigates hotel groups over alleged data sharing

The Guardian World

by Lauren Almeida

March 2, 2026

AI-Generated Deep Dive Summary

The UK Competition and Markets Authority (CMA) has launched an investigation into Hilton, InterContinental Hotels Group (IHG), and Marriott, three of the world's largest hotel chains, to determine if they are sharing competitively sensitive data through STR, a data analytics tool owned by CoStar. The probe aims to assess whether these companies are exchanging information that could influence pricing strategies or market behavior, potentially undermining fair competition. The investigation was sparked by concerns that Hilton, IHG, and Marriott might be using STR to share detailed performance metrics, including occupancy rates, room prices, and revenue figures across their global networks. This data could allow them to coordinate pricing or operational decisions, which would breach antitrust regulations. The CMA is particularly focused on whether such practices are widespread within the hotel industry, which collectively operates over 25,000 properties worldwide. CoStar, as the owner of STR, is also under scrutiny for its role in facilitating data sharing among these major players. If found guilty, the companies could face significant legal consequences, including hefty fines and mandated changes to their business practices. This case highlights the growing concern over data analytics tools that enable collaboration between competitors, raising questions about their impact on market competition. For consumers, this investigation is crucial as it could influence pricing strategies and service quality across the hospitality sector. If data sharing has led to inflated prices or reduced transparency, addressing these issues could lead to more competitive markets and better deals for travelers. The outcome of the CMA's probe will set a precedent for how businesses use analytics tools in highly competitive industries. The broader implications of this case extend beyond the hotel industry, as it challenges the norms surrounding data sharing in business. It underscores the importance of regulating such practices to ensure they do not stifle competition or harm consumer interests. As digital tools continue to play a central role in market operations, understanding their impact on competition remains a critical focus for regulators globally.

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Originally published on The Guardian World on 3/2/2026