What the U.S. rule does
Effective May 12, 2025, the FTC’s Rule on Unfair or Deceptive Fees prohibits covered short-term-lodging sellers from obscuring the total price. The total price including mandatory fees must be disclosed more prominently than other pricing information.
The rule is channel-neutral in purpose. A direct website does not get a pass simply because it is independent, and a platform cannot rely on revealing mandatory fees only late in checkout.
What it does not do
The FTC says the rule does not prohibit a type or amount of fee and does not impose a particular pricing strategy. It is a disclosure rule, not a price-control rule.
Certain government charges and optional products have different treatment. Operators should use the FTC’s current compliance guide and legal advice for their exact implementation.
How platforms describe their response
Vrbo says its upfront displayed price includes all mandatory fees and the service fee, while taxes and optional extras are handled separately. Airbnb describes the stay total as the nightly price plus applicable host- or Airbnb-determined fees and taxes.
Travelers should still confirm whether a displayed number is a nightly, pre-tax, or trip total and whether dates and occupancy have been entered.
Why it matters for direct growth
When every seller must lead with a comparable mandatory total, direct operators cannot rely on a low teaser rate. They must compete through genuine economics, better terms, distinctive inventory, or service.
That is healthy for trustworthy direct sites: transparent operators no longer have to compete against intentionally incomplete headline prices.