A Message from Laura Chadwick, President & CEO of the Travel Technology Association

As Travel Tech looks ahead into 2026, one of the most significant challenges facing the industry is the growing wave of state “price surveillance” legislation. These proposals would restrict or ban the use of algorithms and artificial intelligence in pricing when information about the consumer searching online is known. Since the beginning of the year, nearly 20 state bills have been introduced, with more undoubtedly on the way.

Restricting or banning the use of algorithms and artificial intelligence in pricing will have a major impact on how the travel industry utilizes dynamic pricing to price perishable travel services. The consequences of these new state laws would increase operational costs, constrain revenue management strategies, and make it difficult, if not impossible, to align pricing with real-time market conditions automatically. Instead of helping the market work better, these bills would lock in inefficiencies and push companies toward blunt, one-size-fits-all pricing.

As these proposals advance in statehouses, they also introduce growing legal and compliance uncertainty, particularly where broadly written bills create conflicting obligations across states. At Travel Tech, we are closely tracking these developments and helping industry members understand what these proposals mean in practice and how they intersect with existing pricing and consumer protection laws. Staying engaged early will be critical to managing risk and ensuring policymakers understand the real-world impact of these proposals before they create lasting harm to the travel ecosystem.

Please reach out to me if these bills are a concern for your company — I’d welcome the opportunity to discuss how Travel Tech can help you stay informed and engaged as these proposals and others move forward.

Laura Chadwick