The European Commission has announced the endorsement of a new Code of Conduct designed to improve the reliability of online reviews and ratings for hotels and other types of tourism accommodation.
The initiative, supported by key players in the travel sector, aims to make review systems more transparent and credible for both travellers and businesses.
New framework for authentic reviews
The Code of Conduct for Online Ratings and Reviews for Tourism Accommodation was developed in collaboration with accommodation providers, online platforms, consumer organisations and industry associations.
It seeks to ensure that reviews come from genuine guests who have actually stayed at the property.
Measures include clearer distinction between verified and non-verified reviews and guidelines for addressing suspicious or fraudulent feedback.
Industry support and stakeholder involvement
Several major organisations in the tourism sector have endorsed the framework, including Booking.com, eu travel tech and HOTREC.
According to the European Commission, the Code provides an opportunity for accommodation providers, platforms, and consumer associations to commit to concrete practices that enhance trust in online booking systems.
Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas described the initiative as “a step forward for a more resilient tourism sector.”
Impact on travellers and accommodation providers
Reliable hotel reviews play a decisive role in travel planning, influencing millions of bookings each year.
By tackling fake reviews and increasing transparency, the Commission and participating platforms hope to give tourists more confidence when comparing accommodation options.
At the same time, the initiative is expected to benefit hotels and guesthouses by ensuring fairer representation of guest experiences, reducing the impact of misleading or fraudulent ratings.
The Code is open to all operators of tourism accommodation, industry associations, online platforms and consumer groups.
While it is not part of the Digital Services Act, the Commission sees it as a voluntary yet significant step towards greater accountability in Europe’s tourism ecosystem.
