It's something that concerns us for not only our safari business, but for our general travel through "Journeys Unlimited". Some very wise comments from the ACCC - read the news reports at these locations:
https://www.smh.com.au/business/consumer-affairs/trivago-misled-consumers-on-hotel-pricing-accc-alleges-20180823-p4zz9x.html
http://www.abc.net.au/news/2018-08-23/accc-sues-trivago-for-misleading-advertising/10156152