The OTAs are coming for Cuba.
Priceline Group has reportedly struck a deal with Cuba to make hotel rooms on the island available to U.S. customers via its subsidiary Booking.com.
The deal comes on the heels of President Barack Obama's visit to Cuba and after the announcement that Starwood Hotels & Resorts Worldwide had received approval to operate in Cuba.
According to Reuters, Booking.com would allow Americans traveling to Cuba to reserve and pay for rooms at a number of Cuban and foreign hotels, starting in several weeks. Americans previously had to reserve Cuban hotels through travel agencies or tour groups.
Booking.com would operate initially in Havana, Booking.com Americas Managing Director Todd Dunlap told Reuters. Initially, Booking.com would work with non-U.S.-based hotel companies already operating on the island, including France's Accor and Spanish chains Meliá Hotels International SA and NH Hotel Group SA.
The only American lodging booking service currently available to Americans in Cuba is homesharing site Airbnb.