The European Commission has introduced new voluntary standards to improve the reliability of online hotel reviews and tackle fake feedback on booking platforms. The move is designed to strengthen trust in digital ratings for tourism accommodation and support fair competition across the hotel sector.

The initiative centres on a new Code of Conduct on Online Ratings and Reviews for Tourism Accommodation. The framework brings together online travel platforms, hotel associations and industry bodies to set common principles for transparent and verifiable guest reviews.

Online reviews play a central role in hotel bookings worldwide. Industry data shows that travellers often rely on ratings and written feedback before making a reservation.

Concerns over misleading, incentivised or fraudulent reviews have increased in recent years, prompting closer regulatory attention across the European Union.

Shared rules for review transparency

The Code of Conduct sets out practical steps to improve review authenticity. Signatories commit to clearer information on how ratings are calculated, how reviews are collected, and whether feedback comes from verified guests.

Participating companies include major booking platforms such as Booking.com, Airbnb, Expedia Group and Tripadvisor. Sector representation also includes HOTREC, which represents hotels, restaurants and cafés across Europe.

The framework remains open to additional platforms, hotel groups and consumer organisations. It is voluntary and does not replace existing law.

Link to EU digital regulation

The new standards support wider EU rules on digital services and consumer protection, including the Digital Services Act. Under EU law, online platforms must address illegal content and improve transparency in how information is presented to users.

While the Code of Conduct is not legally binding, it sets a common baseline for good practice. It also reflects growing regulatory focus on online platform accountability and fair digital markets.

Apostolos Tzitzikostas, European Commissioner for Sustainable Transport and Tourism, said reliable reviews are essential for informed travel decisions and for maintaining confidence in the tourism sector.

What this means for hotels

For hotel operators, the new EU standards highlight the importance of transparent review management. Verified guest feedback can support reputation building, while stronger safeguards may help reduce the impact of fraudulent or malicious posts.

Hotels may also face higher expectations around how they respond to reviews and interact with booking platforms. Clearer verification systems could improve fairness, but they may also require operational adjustments.

For international travellers, more reliable online hotel reviews are intended to make booking decisions clearer and more trustworthy.

For the hotel sector, the initiative signals continued EU attention on digital transparency and platform responsibility in the travel market.