With hotel chains such as Hilton Worldwide making a major push for direct bookings and offering loyalty program members lower rates than they give to online travel agencies, Priceline Group (owner of Booking.com) CEO Darren Huston isn’t happy about some of these moves.

With new regulation on rates across Europe, Booking.com is still adding properties, but generally with fewer rooms.

Huston says that one day in the future the Priceline Group will have relationships with virtually all the hotels in the world, but smaller properties, including apartments and shared rooms, will have an almost unlimited supply and that is where the future lies.

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