Is it the guest who chooses the hotel or is it the hotel that chooses the guest? It seems like a question with an obvious answer, but it is not. Booking.com teaches us that many times it chooses the hotel for the guests, and also chooses the guests for the hotel. If tomorrow Vasco Rossi calls a press conference to announce the dates of his next tour, within a few minutes in the concerts’ places the hotels’ quotation of those dates skyrockets without having a reservation. This happens because whoever buys package tickets (or just one) tries to check how much the hotels cost in those days in those cities, and Booking.com detects this and raises the prices. Every month in every city there are events that overbook all the hotels in the area for a few days. These opportunities should be taken advantage of by the hotelier, and that is why a good management entrusts a certain number of rooms to Booking.com. The price decided by Booking.com is the controlled price decided by the market, as the value of a share on the stock exchange is decided by the requests to sell or buy and can go up or down at any time. Anyone who says that the cost of an overnight stay in their hotel costs 100 euros per night at a fixed price will find themself one week a month with an empty hotel, and one week a month in which they could sell all the rooms for 350 euros, but they already sold them all before. That period of events makes up for the market vacuum that happens everywhere. No genius director would be able to predict all the events and capture the moments of surcharge or sale, not even knowing by heart all the fairs and sports competitions in the area. Only Booking.com, working on algorithms, can have this precision, which comes from the analysis of a large amount of data, in order to assess the market flows and then decide the right price day by day, hour by hour. The same thing happens for the sale of airplane tickets and for many more strategic sectors of our economy.