Booking.com users value transparency and comparability

Since the internet redefined what it means to shop, and the once esoteric word “e-commerce” is increasingly understood as simply commerce, consumers have become more confident and sophisticated in how they navigate online environments. As people buy Christmas gifts or book trips online, their expectations for user-centricity, comparability, and trustworthy information continue to rise. These expectations matter: when digital commerce works well, platforms that make information easy to evaluate reinforce consumer confidence and foster trust.

In a 2025 Statista survey of 8,000 adults across the EU who had used at least one major online platform in the past 12 months and who were selected only if they had used Booking.com, respondents overwhelmingly highlighted transparency and ease of use as defining features of their experience.

Together, these results show that more than four in five travelers agree that the platform makes it easy to compare options and prices. Reiterating that transparency isn’t just good design – it’s a core part of how travelers judge trust, value, and fairness when booking online.