Italy’s competition authority has launched an investigation into Booking.com over concerns that its hotel ranking system may mislead consumers.
According to the authority, properties included in Booking.com’s “Preferred Partner” programs appear to be selected largely based on the level of commission they pay, rather than on objective quality criteria. This raises concerns that higher-paying hotels may receive more prominent placement or more favorable presentation on the platform.
The regulator warns that this practice could distort consumer choice. Hotels highlighted through special labels or promotional claims may be perceived as offering better value for money, even when they are not objectively superior to other options. As a result, users may unknowingly choose accommodations that are more expensive without receiving better quality in return.
The issue is particularly sensitive given the influence of online travel platforms in shaping purchasing decisions. Many consumers rely heavily on rankings, labels, and highlighted listings when comparing options, meaning that even subtle biases in presentation can have a high impact on competition and pricing.
As part of the investigation, officials carried out inspections at the offices of Booking.com (Italia) S.r.l., with support from Italy’s financial police specialized in antitrust enforcement. These inspections are typically used to gather internal documents and evidence on how ranking and selection decisions are made.
If the concerns are confirmed, the investigation could have implications not only for Booking.com’s business practices in Italy but also for how online travel platforms design and disclose their ranking systems across the European market.
