The Competition and Markets Authority announced on 2 March 2026 that it has launched an investigation into whether Hilton, IHG Hotels, Marriott, and data provider CoStar shared competitively sensitive information through the STR analytics platform. The probe examines potential exchanges affecting commercial decisions across the hotel industry.
The Competition and Markets Authority has opened a formal investigation into possible sharing of sensitive commercial data between major hotel chains using a third-party analytics service.
Authorities emphasised that no conclusions have been reached and that the process remains at an early stage. Updates will be published on the CMA’s official case page as further information becomes available.
CMA opens investigation into hotel chains
The regulator stated that Hilton, InterContinental Hotels Group, Marriott, and CoStar are under investigation for suspected sharing of competitively sensitive information. The concerns relate to data transmitted via STR, a hotel performance analytics tool owned by CoStar.
Such information can influence pricing strategies, capacity planning, and other commercial decisions. The CMA said sharing these details could affect how strongly companies compete if rivals gain insight into each other’s behaviour.
- Hilton Worldwide entities
- InterContinental Hotels Group Plc
- Marriott International entities
- CoStar Group and STR platform
Role of data analytics tools in pricing decisions
Hotels commonly rely on analytics platforms to assess occupancy levels, demand trends, and market conditions when setting room prices. According to the CMA, such tools can increase efficiency by allowing faster adjustments in response to changes in supply and demand.
However, when competing firms share commercially sensitive data through the same provider, this may reduce uncertainty about competitors’ behaviour. This could enable companies to anticipate each other’s actions rather than competing independently.
Use of Analytics in Hotel Markets
| Purpose | Support pricing and demand forecasting |
| Potential benefit | Faster response to market conditions |
| Potential risk | Reduced competition if sensitive data is shared |
Concerns over reduced competition
Competition authorities note that exchanges of sensitive information between rivals can facilitate coordinated behaviour even without formal agreements. The CMA stated that this could weaken market competition and influence outcomes for consumers.
Information revealing pricing intentions or strategic plans may allow companies to align decisions rather than act independently. The investigation will assess whether such conditions arose through use of the analytics platform.
- Reduced competitive uncertainty
- Potential alignment of pricing behaviour
- Possible impact on consumer costs and choice
Legal framework governing the probe
The inquiry is being conducted under the Competition Act 1998, which prohibits agreements or practices that restrict or distort competition. The CMA will evaluate whether any conduct identified falls within these provisions.
If the authority forms a provisional view that the law has been breached, it may issue a statement of objections. Companies would then have the opportunity to respond before a final decision is reached.
Competition Enforcement Process
| Investigation phase | Evidence gathering and analysis |
| Statement of objections | Issued if provisional breach identified |
| Final decision | Determines whether enforcement action applies |
Businesses under investigation
The CMA identified multiple corporate entities associated with the hotel chains and analytics provider, including UK subsidiaries and international parent companies. The investigation applies to activities relevant to the UK market.
Officials emphasised that the case is separate from any proceedings involving the same businesses in other jurisdictions. The focus remains on compliance with UK competition law.
Leniency policy and reporting mechanisms
The authority highlighted its leniency programme, which may grant immunity or reduced penalties to businesses involved in cartel activity that cooperate with investigations. Individuals may also receive protection from criminal prosecution under certain circumstances.
Members of the public or industry participants with relevant information are encouraged to report suspected illegal activity through the CMA’s dedicated hotline or email channels. Financial rewards may be offered for information that leads to enforcement action.
- Immunity for cooperating businesses
- Protection for individuals from prosecution
- Potential financial rewards for informants
In a Nutshell
The CMA’s investigation will assess whether information sharing among major hotel groups affected competition within the UK hotel market. Officials emphasise that no findings have been made and that evidence gathering is ongoing.
The process aims to determine whether the use of shared analytics tools complied with competition law while maintaining safeguards for consumers and fair market conditions.
Sources: Competition and Markets Authority.
Prepared by Ivan Alexander Golden, Founder of THX News, an independent news organisation delivering timely insights from global official sources. Combines AI-analysed research with human-edited accuracy and context.
