It was supposed to be the perfect Sicilian getaway. The Booking.com reviews painted a picture of a charming B&B in Taormina with “gorgeous” sea views and a sumptuous breakfast. Yet reality hit hard upon arrival.
The only way to glimpse the sea was by leaning out from a tiny balcony, and the “sumptuous” breakfast turned out to be a runny egg with stale bread and a few pieces of fruit.
Disillusioned, I (like any traveler would) left an honest review – a 4 out of 10, detailing the misleading photos and meager offerings. The host’s response? A barrage of WhatsApp messages begging me to delete the review.
I refused, only to later find my review text quietly removed by Booking.com, ostensibly for “guideline violations,” though my low rating remained. In that moment, I realized something every globetrotter should know: not all is as it appears in the land of online travel reviews.
Travelers across the world – from Europe to Asia, Africa to the Americas – share similar stories. In an age where an online review can make or break a trip, we’ve grown comfortable trusting those little star ratings and gushing comments.
But how reliable are they, really? Before you plan your next adventure based on Booking.com’s crowd-sourced wisdom, buckle up.
Here’s an inside look (peppered with real experiences and hard lessons) at what you should know before relying on Booking.com reviews.
The Global Reliance on Online Reviews
Wanderers of the world have long treated Booking.com’s review section as a travel Bible. It’s easy to see why: the site boasts millions of listings globally and proudly touts “verified” guest reviews – only people who booked and (supposedly) stayed can post feedback.
Unlike open platforms like TripAdvisor or Google, this verification process gives an aura of credibility. Who hasn’t felt reassured seeing a hotel’s 9.0 “Wonderful” rating backed by hundreds of reviews? In far-flung places where you don’t know the language or local standards, those star ratings become a universal compass.
Yet, as I learned and many others have echoed, blind faith in aggregated praise is risky. Globally, about 15% of all online reviews are fake, according to a Forbes estimate. And while Booking.com’s model aims to minimize fraud, it is far from foolproof.
We travelers swap tales around hostel common rooms and in online forums, and a pattern emerges: sometimes the platform we trust to guide us is painting an overly rosy picture. From a beachfront lodge in Southeast Asia to a city hostel in Europe, you’ll find properties with sterling scores that don’t match the on-the-ground truth.
Before you click “Book Now” based on those numbers, it’s worth understanding the cracks that can lie beneath the veneer of all those “10/10 Exceptional!” blurbs.
Fake Reviews
Online review fraud isn’t just the stuff of shady product sellers on e-commerce sites – it has seeped into travel platforms too. Booking.com insists it has a “dedicated fraud team” to sniff out bogus reviews and will even sever ties with properties caught inflating their ratings. In theory, only real guests can post reviews. In practice, savvy hoteliers (and scammers) have found workarounds.
One common trick involves fake bookings. Because Booking.com only lets people review after a stay, some owners will arrange for friends or family to make a reservation and mark it as a cash payment on site. These friends never actually stay, but since the booking exists, they can leave a glowing review to boost the property’s score.
A travel industry insider explains that it’s “easy for properties to manipulate their ratings” this way – a friend checks in as a “guest” and later posts a rave review, all off the record. If you’ve ever wondered how that little guesthouse with only a handful of reviewers somehow has all 10/10 scores, this could be why.
Then there are outright impersonation scams. I met a traveler in Morocco who learned that a hotel manager had posted a review in her name – without her knowledge.
When Tania and her partner cut short their stay at a Fes riad due to dissatisfaction, they later discovered a mysterious positive review under her account praising the “lovely staff” and “very good hotel”. How was that possible?
It turned out the manager had photographed her Booking.com confirmation email (with booking number and PIN) during check-in and used those details to log into the “MyBooking” portal and leave a fake review on her behalf after she left.
This security loophole was so alarming it prompted a Booking.com investigation and a slew of fraudulent reviews from that property were removed. (Needless to say, never hand your confirmation email or booking ID to a host – it’s essentially the keys to your booking, including the ability to write reviews or cancel reservations!).
Even without technical loopholes, some hosts resort to good old bribery or pressure. You might be offered a free dessert, a discount, or just subjected to repeated cajoling to “please leave us a 10 score.”
In one Southeast Asian hostel I visited, the staff outright said they’d get a bonus for perfect reviews and subtly leaned on guests to comply. On the flip side, a guesthouse owner in Eastern Europe confided to me that if she senses a guest is unhappy, she sometimes preemptively offers a small refund or perk on check-out – essentially to dissuade them from writing a negative review.
When Bad Reviews Disappear
What about genuine guests with negative experiences? You’d think their candid warnings would balance out the picture. Often they do – but sometimes those warnings vanish or never materialize, and that’s when travelers get misled.
Consider my Sicily story from Taormina: I wrote a calm, factual critique of a disappointing stay, only to have the text hidden from public view. Booking.com claimed it “didn’t adhere to guidelines,” a vague catch-all that can encompass anything from profanity to mentioning a competitor – but my review had neither. It simply wasn’t flattering, and it quietly went away.
Frustratingly, the low numerical score I gave still figured into the average, yet anyone scanning reviews wouldn’t see my detailed account unless they dug around. This isn’t an isolated incident.
On Reddit’s r/travel, a user recounted how two of his negative reviews on Booking.com were never published at all, until he tested the system by submitting two fake positive reviews which appeared instantly. “Booking.com reviews are a SCAM!” he concluded angrily, convinced that the platform was filtering out bad feedback.
While that might overstate the case (plenty of negative reviews do exist on the site), it highlights a real perception among some travelers that Booking’s moderation isn’t impartial.
Why would a legitimate review be removed or hidden? Sometimes it’s the property owners who contest reviews and succeed in getting them taken down. Booking.com’s own partner guidelines allow hotels to request removal of reviews that they claim are unfair or violate policies (for example, containing personal insults, or not about that specific property).
In theory, this is to prevent abuse. In practice, some owners game this system: they flag negative-but-honest reviews hoping the site will delete them. A tech-savvy traveler noted on a forum that in countries like Thailand, defamation laws are so strict that hotels can threaten legal action over harsh reviews.
“Even if they serve you garbage, you can’t leave a bad review complaining about it – doing so could end up in jail,” one commenter wrote of the situation, noting that sites operating in such jurisdictions might remove negative posts to avoid legal trouble.
This isn’t just hypothetical – a few years ago an American in Thailand was briefly arrested after a resort sued him for a one-star TripAdvisor review. Booking.com, being a business operating globally, sometimes opts to err on the side of removal when a review is disputed, especially in legally sensitive locales.
Another scenario that can silence bad reviews: booking “no-shows” and relocations. Recall the travel blogger family who showed up in Delhi, India, to find their confirmed hotel “Hotel Ascent” mysteriously switched to a shoddy substitute property (the dubious Hotel Aero Look).
They were victims of a classic bait-and-switch scam. When they tried to complain, they discovered the original hotel had marked them as “no show” in the system – meaning in Booking.com’s eyes they never checked in at Hotel Ascent. And because they officially “didn’t stay,” the family was blocked from leaving a review about the incident.
Understandably, they were furious; the negative review that needed to be shared (to warn future guests of the scam) couldn’t be posted at all. Booking.com’s customer service repeatedly told them that since they “did not stay at the property we booked, we couldn’t leave a review” – even though that outcome was the result of a scam the hotel pulled.
Essentially, shady hosts can exploit this loophole by falsely marking unhappy guests as no-shows or relocating them, effectively erasing any paper trail of the problem. Future guests see a high rating (that Delhi hotel boasted a 9.0 score) and have no clue about the complaints because the complainers were silenced by a technicality.
Pressure to conform can also play a role. In some cultures or situations (like staying in someone’s home or a small B&B), guests feel awkward leaving brutally honest feedback, especially if they interacted positively with the host.
One Reddit traveler theorized that a certain Italian B&B’s few sparse reviews might be because “the lady is nice so guests don’t leave a review instead of leaving the negative review it deserves – an Airbnb syndrome”. In other words, people sometimes bite their tongue, which means the critical voices we rely on as consumers might self-censor, resulting in an overly positive set of reviews.
To be clear, Booking.com isn’t entirely a one-sided cheerleader for properties. Many users have successfully posted scathing 2/10 or 3/10 reviews that remain visible. If you click on “see all reviews” and sort by lowest score, you can usually find the dirt – and I highly recommend you do so.
But the very fact that negative reviews are not immediately obvious (you have to change the default sort from “Recommended” to “Newest” or “Lowest score” manually) is telling. Booking’s interface tends to show a curated snippet of recent positive comments on a listing’s main page. Without digging, a casual user might never see the disgruntled voices buried beneath the fold.
How to Spot Red Flags in Reviews
All these issues might leave you feeling that a 5-star or 9/10 rating means nothing. But that’s not entirely true – if you know how to read between the lines. Through trial and error (and a bit of heartbreak), I’ve picked up some tricks for using Booking.com reviews wisely:
- Look at the Language: Pay attention to how reviews are written. Beware of reviews that feel too good to be true – those overflowing with generic praise and no specifics. Real travelers usually mention a mix of pros and cons, or at least some detail (“the room was on the 3rd floor with no elevator” or “wifi was spotty in the mornings”). Fake or incentivized reviews, by contrast, often sound like ad copy. One suspicious Booking.com review (which a savvy commenter flagged as likely fake) gushed: “This was the most perfect getaway... gorgeous apartment... I didn’t want to leave. And Barbara is just wonderful. I miss her already.” Flowery and emotional, yet zero concrete details – red flag! Normal people don’t usually write love letters to a host in a public review. If you see a cluster of reviews that read like marketing brochures, be skeptical.
- Check Reviewer Histories if Possible: On some platforms like TripAdvisor, you can click a user’s profile to see if they have a long history or if that glowing review is their one and only contribution. Booking.com doesn’t make this as transparent to the public, but occasionally you’ll see indications like “Reviewed: X date” and the person’s first name/country. If all the perfect reviews are from newly created profiles or all from the same country (especially not the country where the property is), something might be off. Even without profiles, a tip from the Which? travel investigators is relevant: an abundance of positive feedback from first-time reviewers is a warning sign of potential fakery. In other words, if a hotel somehow charms dozens of people who have never reviewed anything else, consider that suspicious.
- Sort by Newest: This is my golden rule on any review platform. Don’t just read the handful of cherry-picked comments you see first. Click that “See all reviews” button and sort by date (newest to oldest). Why? Because properties can change dramatically over time – management turns over, renovations happen (or conversely, places get run-down). A hotel that was earning 9/10 two years ago might be languishing at 6/10 now due to recent problems. I learned this the hard way at a guesthouse in Malaysia that had stellar older reviews, but recent guests quietly noted bedbugs and broken AC – something I only saw after I experienced the same and wondered “how did no one mention this?!” Now I make a point to read the most recent feedback. As one seasoned traveler put it, “A 9.0 means nothing on its own anymore” – you need to see the trend and context. If the latest reviews are consistently worse than older ones (or vice versa), take note.
- Read the Worst Reviews: It might sound pessimistic, but I always scroll to the lowest-rated reviews and read a few of those thoroughly. The 1s and 2s (or 5/10s and below on Booking.com) often contain the “oh no” information: the nightclub next door that thumps music till 4am, the fact that the “free parking” is actually on-street and limited, the rude front desk clerk, the cockroach in the bathroom. Not all negative reviews are fair (some people will give a 1/10 because the free shampoo wasn’t good enough), but if you see multiple people citing the same issue, believe it. Also, note how the property responds to bad reviews (if responses are shown). A courteous, professional management response to a complaint (“We’re so sorry, we fixed that leak as soon as we could”) is a good sign; an aggressive or dismissive response, or no response at all, can be telling about how they handle problems.
- Beware of Only Perfect Scores from Few Reviews: If a listing is new or has under, say, 10 reviews and all of them are 10/10 with one-line comments like “Amazing stay!” – approach with caution. It’s not impossible for a brand-new B&B to delight every single guest, but typically even great places will have one or two minor critiques. A dozen perfect 10s in a row, especially if they’re short on detail, could indicate that the owner’s friends were recruited to seed the rating (or that negative experiences haven’t had time to surface). In one Paris-area rental, a traveler booked when it had only a few reviews, all 10/10, and no mention of any rules. Shortly afterward, new reviews flooded in complaining the host demanded an unlisted €500 cash deposit and refused check-in without it. The early perfect reviews told only half the story. So, if you’re considering a place with scant reviews, do extra homework (Google the property name, see if it’s listed elsewhere like Airbnb or Tripadvisor with more feedback).
- Cross-Reference Critical Details: Sometimes reviewers will contradict each other – one says “spotless clean,” another says “dirty room.” When facts conflict, consider the pattern and majority. And verify objective claims with outside sources if possible. For example, if multiple people mention “the hotel name keeps changing” or “construction on the street,” try searching news or Google Maps for verification. In the Delhi case I described, had I looked more closely at the Booking.com page, I might have noticed multiple past guests hinting that the hotel would “relocate” them – a huge red flag. Now I know to read even between the lines of positive reviews; someone might say “We didn’t mind being moved to their sister property, it was okay” – which should set off alarm bells that you could be moved even if they spin it positively.
Finally, trust your gut. If a place’s reviews all sound oddly similar in wording, or something just doesn’t add up (e.g., every review praises the “amazing host” but nobody talks about the actual rooms or location), then either dig deeper or consider alternative accommodations. The beauty of the internet is that you’re rarely limited to one source of truth.
When Booking.com Helps
To be fair, it’s not all doom and gloom. I’ve had plenty of great stays found through Booking.com where the reviews were spot on. There’s a reason the platform became so popular: often the crowd consensus does steer you right.
And positive reviews on Booking.com can be a lifeline for small, honest guesthouses who deliver wonderful service – I always try to leave good feedback for great hosts, because they deserve the boost. Travelers have also been helped by Booking.com reviews to avoid truly bad situations.
For instance, one backpacker told me that reading a few recent 6/10 reviews on a hostel in Vietnam (complaining about mold and thefts) prompted him to book elsewhere, likely saving him from a nightmare. The system works when we all contribute sincerely.
However, the credibility of those reviews is undermined when disputes arise. One consistent complaint you’ll hear from globetrotters is that Booking.com’s customer service often sides with the property owners over the guests.
The family from 5LostTogether blog found this out when Booking basically shrugged at the bait-and-switch they endured in India, insisting the hotel had the “right to relocate guests” per policy, and thus nothing could be done except a bland promise to “have our fraud team look into it” (with no further feedback).
In another saga, an American traveler, Dawn, had her prepaid hotel in Mexico canceled twice due to overbooking. Booking.com promised to cover her extra costs for a new hotel… but then strung her along for weeks in a mind-numbing loop of “send us this document, now that document” without actually paying up.
She compiled 34 pages of correspondence trying to get a $2,948 refund Booking.com owed her. “I keep getting repeated requests for the same information… I’m beyond frustrated,” she said, describing how every query was met with a “Someone will get back to you in 24 hours” and then silence.
It took involving a consumer advocacy group and many weeks for Booking.com to finally reimburse her fully. Stories like that underscore a key point: Booking.com sees itself as an intermediary between you and the hotel. When things go wrong – be it fraudulent reviews, a host demanding illegal deposits, or refund disputes – the company often keeps a hands-off approach.
They’ll cancel your booking and maybe facilitate a refund, but getting compensation or justice is not straightforward. In short, don’t expect Booking to have your back like a traditional travel agent might; the onus will be on you to advocate for yourself.
So, while those shiny review scores can help you pick a place, remember that if the stay goes awry, you may face an uphill battle resolving issues. A slew of 10/10 reviews won’t comfort you much when you’re fighting for a refund or searching for alternate lodging at midnight in a foreign city.
Smarter Ways to Research Stays
Given these pitfalls, what’s a traveler to do? Abandon Booking.com entirely? Some have – that family travel blogger I mentioned actually decided to stop using Booking.com after their ordeal, switching to other platforms and direct bookings.
That’s an option, but not the only one. You can still use Booking.com (or any booking site) and protect yourself by doing a bit of extra homework:
- Cross-Check Multiple Sources: Don’t rely on just one platform’s reviews. After eyeballing Booking.com, take a few minutes to see the property on TripAdvisor, Google Reviews, or other sites (Expedia, Hotels.com, Airbnb for guesthouses, etc.). This can be illuminating. I’ve seen hotels with 9/10 on Booking.com but a mediocre 3.5/5 on TripAdvisor – the written feedback on the latter often explains the discrepancy (e.g., maybe the place is amazing for local business travelers – hence high Booking scores – but leisure tourists on TripAdvisor complain it’s far from sights). In the Taormina case, a fellow traveler advised me: if only I’d posted my detailed review on TripAdvisor with photos, it would likely stick – and that’s what I do now for places that really cross the line. No platform’s reviews are perfect, but if you check a couple of them, you’ll get a fuller picture.
- Leverage Community Wisdom: If you’re making a crucial booking (like an expensive resort or a long stay), consider checking travel forums (Reddit’s r/travel, Lonely Planet’s Thorn Tree (RIP, now moved to other communities), TripAdvisor forums, etc.) for mentions of the property. Often you can search “[Hotel Name] review” or “[Hostel Name] scam” and see if something pops up in discussion boards. There are also region-specific Facebook or WhatsApp groups for expats and travelers who might have the low-down on local accommodation scams and gems.
- Look at the Booking Details Carefully: Before you reserve, read the fine print on the listing. Many of us gloss over those sections, but sometimes the red flags are hidden there: check for extra fees (cleaning fees, deposits), check the cancellation policy, and any notes like “this property usually responds within X hours” (if it says something like “The host will email you to arrange check-in” be sure you’re comfortable with that). If anything is unclear – for instance, multiple recent reviewers mention something that’s not reflected in the listing info – reach out to the property via Booking.com’s messaging before your stay to clarify. Having written evidence in the Booking.com system can help if issues arise (and discourages the host from pulling a fast one since there’s a record).
- Have a Backup Plan: This is more for peace of mind. If you’re unsure about a place (maybe the reviews are mixed or you sense possible BS), it doesn’t hurt to have a Plan B – whether that’s identifying a couple of alternate hotels in the area (keep their addresses handy) or a strategy like “if it’s awful, I’ll stay one night then move.” I’ve done this in countries where I suspected the first night might be rough – book one night as a trial, then extend or switch based on how it goes. Yes, it can cost a little more, but think of it as travel insurance for your comfort.
- Consider Trusted Platforms for Certain Trips: Different booking platforms have different strengths. For example, in my experience (and echoed by others), Expedia’s customer service tends to be more responsive and pro-refund if something goes wrong. They also have verified reviews similar to Booking. Airbnb (for home-stays) has its own review ecosystem – not immune to problems either, but worth comparing if you’re booking a private apartment or home. HotelsCombined or other aggregators can show you a spread of review averages from various sources. The idea is not to overwhelm yourself, but to avoid putting all your trust in one site’s reviews.
- Be Critical, Not Cynical: After all this, you might think one should just ignore reviews entirely. I wouldn’t say that – there is often truth in the crowd’s opinion. Instead, approach every glowing review with a healthy dose of curiosity. If 20 people say a place is clean but one says it was dirty, it was probably clean (can’t please everyone). But if 20 say it’s clean and 5 say it’s dirty and have photos of bugs, there might be specific rooms or times cleanliness slipped. Context matters, and nuanced reading will serve you better than either blind belief or total cynicism.
Trust, But Verify
Booking.com reviews have guided me to some wonderful stays, from a cozy riad in Morocco to a family-run guesthouse in Japan, giving me confidence to book in unfamiliar lands.
Those successes are built on trust that the collective voice of fellow travelers is honest. That trust, however, shouldn’t be absolute. My journey through countless cities has taught me that while stars and scores are helpful, they are not gospel.
As the old Russian proverb says, “Trust, but verify.” Or as I’d frame it for modern globetrotters: book, but double-check.
Happy (and savvy) travels!
