The authors are grateful for comments from Dean Eckles, Liran Einav, Matt Gentzkow, the participants at the Marketplace Innovation Workshop, reviewers from the 22nd Association for Computing Machinery Conference on Economics and Computation, and two anonymous reviewers along with the associate editor at Marketing Science. The authors are also grateful to Duane Vinson and Smith Travel Research for providing the hotel data for this paper. This research was started while L. Armona was an intern at Microsoft Research. All authors certify that they have no affiliations with or involvement in any organization or entity with any financial or nonfinancial interest in the subject matter or materials discussed in this manuscript. The authors have no funding to report.