US Tech Leaders Sound Alarm Over "Price Surveillance" Legislation

The Travel Technology Association raised significant concerns today regarding a new wave of state-level legislation targeting dynamic pricing and algorithmic "surveillance."

Lawmakers in over a dozen states are rapidly advancing bills that would limit how airlines and hotels use consumer search data to adjust prices in real-time.

Travel tech executives warn that these "price surveillance" bills could inadvertently raise operating costs and undermine the very tools that allow for last-minute deals and competitive fare structures.

With the travel industry being one of the most dependent on AI-driven pricing, the proposed regulations represent a potential paradigm shift for 2026 travel planning.

If these bills become law, the era of hyper-personalized fare hunting may be replaced by more rigid, less transparent pricing models.

The association is currently lobbying for "digital flexibility," arguing that the legislation could actually increase the average cost of a vacation for the typical American family.