Hidden ‘Junk’ Fees Must Be Disclosed, F.T.C. Rule Says

The new FTC rule could lead to higher advertised prices in popular destinations like Las Vegas as fees must be included, potentially reducing consumer demand due to perceived higher costs. This could negatively impact hotel and travel stocks, especially those heavily reliant on tourist bookings.

On the flip side, companies that prioritize transparency and adapt quickly to this regulatory change could gain consumer trust and market share. The stock for Airbnb (ABNB) could benefit as it seeks to establish itself as a customer-friendly alternative in the space, leveraging its platform's direct pricing.