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Travel agents slam CMA's 'confusing' new pricing guidance: 'It's a grey area at the moment'

News
Harry Kemble
9 June 2026

Travel agents have hit out at the new price transparency guidance from Competition and Markets Authority (CMA), arguing that it encourages customers to book directly with tour operators.

Money next to a calculator
(Credit: iStock / Andrzej Rostok)

The CMA is placing pricing in the spotlight (Credit: iStock / Andrzej Rostok)

Speaking to TTG on the condition of anonymity, agents flagged several issues they have with the Digital Markets, Competition and Consumers Act (DMCCA), which was published by the CMA last year.

In addition to encouraging customers to book directly with operators, agents suggested they are now more inclined to book travel firms which offer price parity and asked why the CMA did not “engage more with the trade” to better understand the situation.

One agent said: “I usually post at least one monetary offer a week on my socials, but I just haven’t because I think it’s quite a grey area at the moment.