Performing power transfer to a plurality of power receiving devices, a power transmission device allocates one of a plurality of channels to perform wireless power transfer to a power receiving device in response to a power transmission request transmitted from the power receiving device designating one or more of the plurality of the channels having different frequencies. In a case where a power transmission request using the first channel is received from a second power receiving device, the device stops power transfer to the first power receiving device using the first channel, starts power transfer to the first power receiving device using a channel other than the first channel and starts power transfer to the second power receiving device using the first channel.