The legislation was recently considered by the Virginia State Senate.
Tuesday, February 3, 2026 — Last week, the Travel Technology Association (Travel Tech), the trade association promoting and protecting the travel tech industry, shared its perspective on Virginia Senate Bill 615 and its potential effects on the travel marketplace. The organization said it opposed the bill since it would limit common pricing practices that help travelers access discounts, expand choice, and support competition in Virginia’s travel and tourism economy.
“As written, SB 615 would have banned the use of location- and app-based pricing technologies, tools that make travel more affordable and accessible,” said Laura Chadwick, President & CEO at Travel Tech. “They are transparent incentives designed to manage perishable travel and hospitality inventory, allowing travel service providers to compete for travelers’ business. They are not individualized pricing based on sensitive personal data.”
“We are pleased that the SB 615 has been held over until next year’s session and look forward to working with Virginia and other state policymakers who are considering consumer pricing legislation,” said Chadwick. Nearly 20 states have already introduced proposals this year that would restrict or even ban the use of algorithms and AI in pricing when consumer search information is involved.
“Protecting consumers’ data is important, and we support thoughtful policies that target real risks,” added Chadwick. “But SB 615 swept too broadly and risked harming the very travelers it aims to protect by limiting competition and affordability.”
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The Travel Technology Association (Travel Tech) empowers traveler choice by advocating for public policy that promotes transparency, competition and innovation. Travel Tech represents travel technology innovators ranging from dynamic startups, small, and midsize businesses to leading online travel agencies, metasearch engines, short-term rental platforms, global distribution systems, and travel management companies.
To schedule an interview with a Travel Tech spokesperson, contact rtownsend@belverapartners.com.
