At Booking.com, we welcome the launch of the Code of Conduct for Online Ratings and Reviews for Tourism Accommodation, presented by Commissioner for Sustainable Transport and Tourism, Apostolos Tzitzikostas.
The new Code brings together platforms, hospitality providers, consumer organisations, and public authorities to strengthen trust and transparency in online review systems across Europe and is the result of productive discussions between these stakeholders over many months.
As trusted reviews are at the heart of how travelers make decisions and our accommodation partners grow their business, we have long invested in ensuring their reliability. Many of the principles now enshrined in this Code of Conduct, such as transparency in ratings, tackling fake reviews, and clear processes for partners to respond, reflect standards we have upheld for years. At Booking.com, we are proud to support this initiative and welcome the wider industry’s commitment to raising the bar together. Peter Lochbihler, Global Head of Public Affairs at Booking.com
Both eu travel tech and HOTREC endorsed the Code.
Multiple studies confirm the central role reviews play in leisure and business travel today. The European Commission’s own study found that more than half of surveyed consumers consider online reviews important and ratings informative when choosing an accommodation, far more than those who rely on traditional star classifications. At the same time, nearly seven out of ten hoteliers across Europe agree that customer reviews provide essential insights for management decisions.
Publicly accessible, online customer reviews have emerged as a powerful equalizer in the hospitality industry. Independent hotels, which once struggled to compete with the brand recognition and marketing power of larger chains, now have access to a powerful tool: authentic, real-time feedback from guests.
This democratization of information allows potential customers to assess the quality of an independent hotel based on recent experiences shared by other travelers, bridging the gap between smaller establishments and their larger, more resource-rich counterparts.
For small and independent hotels, positive online reviews can directly correlate with increased revenue, as these properties rely heavily on word-of-mouth and online recommendations to attract new guests. In contrast, chain hotels, with their established reputations and broad marketing strategies, see a less pronounced impact.
The decline in the value of chain affiliation is most notable among budget, limited-service properties and those in less populated markets. Independent hotels with strong service standards can now compete more effectively with chains, using positive reviews to attract guests who might have previously chosen the perceived safety of a well-known brand
This trust-building and quality-signaling mechanism is a core value proposition of digital travel platforms and this research shows clear synergy across the ecosystem. The higher quality of information paired with greater transparency and accessibility creates a triple win for the travelers, accommodations, and platforms, which are better able to match supply with demand.
Technological advancements and shifts in consumer preferences underscore why initiatives like the new EU Code of Conduct for Online Reviews matter. Ensuring the authenticity of reviews and transparency of systems that underpin them is essential for maintaining consumer trust and supporting fair competition across the travel and tourism sector.
At Booking.com, we host more than 360 million verified customer reviews, and each year we celebrate outstanding hospitality through our Traveller Review Awards. These awards show how digital innovation connects travelers and accommodation providers in meaningful ways. Our annual survey also confirms that reviews from fellow travelers are one of the most decisive factors when choosing where to stay, cited by half of respondents.
The Code of Conduct compliments and bolsters existing EU legislation, including the Digital Services Act, Digital Markets Act, etc. It commits signatories to measures such as providing information on how ratings are calculated, labelling sponsored and incentivised reviews, ensuring effective complaints processes, and verifying the origin of reviews.
As Commissioner Tzitzikostas said, describing the publication of the new Code of Conduct: Reliable online reviews are essential for trust in tourism […] It is a win for travellers, a win for tourism accommodation providers, and a step forward for a more resilient tourism sector.
By endorsing the Code, Booking.com stands by what has always been core to our mission: making it easier for everyone to experience the world. That experience begins with trust. As a responsible, digital-first European company, we know that when holidaymakers can rely on reviews, they travel with greater confidence, and when our accommodation partners know that feedback is authentic, they can continue to improve what they offer.
