The European Commission has endorsed a new Code of Conduct aimed at improving the reliability of online reviews and ratings for hotels and other types of tourism accommodation. The initiative, backed by major players in the travel sector, seeks to make review systems more transparent and credible for both travellers and businesses.

Framework for trustworthy reviews
Developed in collaboration with accommodation providers, online platforms, consumer organisations, and industry associations, the Code of Conduct for Online Ratings and Reviews introduces safeguards to ensure feedback comes from genuine guests who have actually stayed at the property.

Key measures include a clearer distinction between verified and non-verified reviews, along with guidelines for addressing suspicious or fraudulent feedback.

Industry support
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 platforms, providers, and consumer groups to commit to practices that enhance trust in online booking systems.

Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas called the initiative “a step forward for a more resilient tourism sector.”

Impact on travellers and businesses
Online reviews have a decisive influence on travel decisions, shaping millions of bookings every year. By tackling fake reviews and increasing transparency, the Commission hopes to give tourists greater confidence when choosing accommodation, while ensuring fairer representation for hotels and guesthouses.

The Code is voluntary and open to all operators of tourism accommodation, platforms, industry associations, and consumer groups. While not part of the EU’s Digital Services Act, it is considered an important step toward strengthening accountability and trust in Europe’s tourism ecosystem.