Industry group warns proposals could restrict discounts, increase prices, and create a patchwork of state pricing rules
March 4, 2026 — The Travel Technology Association (Travel Tech) sent letters this week to lawmakers in Connecticut, Maryland, Ohio, and Tennessee ahead of upcoming public hearings on state “price surveillance” bills that would impose new restrictions on algorithmic pricing used in online markets, including the travel industry.
The proposals are part of a growing wave of legislation introduced across the country this year seeking to regulate the use of algorithms and artificial intelligence in pricing.
“Price surveillance bills continue to mount across the country, and many would fundamentally restrict how travel companies use dynamic pricing to manage perishable inventory like hotel rooms, rental cars, and experiences,” said Laura Chadwick, President and CEO of the Travel Technology Association. “If enacted, these proposals would increase operational costs, create conflicting compliance obligations across states, and make it harder for travel companies to align prices with real-time market conditions.”
Travel Tech warned that several of the proposals could unintentionally restrict common consumer benefits, including discounts, loyalty programs, and promotional pricing.
“Instead of helping the market work better, many of these bills risk locking inefficiencies into the system and pushing companies toward blunt, one-size-fits-all pricing,” Chadwick said.
Key State Proposals
Connecticut (SB 4)
The bill would require companies to disclose when an algorithm uses personal data to determine pricing, mandating a statement reading: “THIS PRICE WAS SET BY AN ALGORITHM USING YOUR PERSONAL DATA.”
Travel Tech warned the measure could capture common discount programs that are not materially personalized and create legal uncertainty for companies operating nationwide.
Maryland (HB 1475)
The proposal would prohibit merchants from using “personalized algorithmic pricing” unless a specified disclosure accompanies the price shown to consumers.
Travel Tech cautioned that the bill could disrupt established pricing practices and introduce compliance challenges across interstate digital markets.
Ohio (HB 665)
The legislation would ban the use or distribution of pricing algorithms trained on nonpublic competitor data and require businesses to disclose whether algorithms influence pricing decisions.
Travel Tech said the proposal could create “a presumption of conspiracy based on shared technology” and impose liability on neutral software providers.
Tennessee (HB 1468; SB 2363 / HB 2180)
One proposal would prohibit certain forms of personalized algorithmic pricing, while another would establish a state-specific labeling regime for lodging price disclosures.
Travel Tech warned the measures could increase costs for consumers and create new inconsistencies in interstate travel pricing rules.
Policymaker Engagement
Travel Tech said it is working with lawmakers across the country to ensure consumer protection proposals are carefully tailored and do not unintentionally restrict competition or eliminate consumer discounts.
The association proposed amendments to narrow overly broad definitions, clarify how the bills apply to travel intermediaries, and ensure enforcement provisions remain proportionate.
“Transparency and consumer protection are important goals,” Chadwick said. “But policies should reflect how modern digital markets actually work so they don’t reduce discounts, fragment interstate commerce, or make travel more expensive for consumers.”
