Transparency and Security Drive Trust in Online Hotel Bookings

Findings from the 2026 European Accommodation Barometer revealed the factors European hoteliers believe will help gain consumers’ digital trust. Hoteliers were asked to choose the three most critical factors for customers when they book online. The leading answer, chosen by 48% of hoteliers, was the clear display of the total price, followed closely by secure payment processing (43%). Another factor relating to transparency rounded out the top three, with 41% choosing clear and prominent information regarding cancellation and refund policies.

Fewer hoteliers believed compliance activities such as protecting guest data (29%) and operational information such as how offers are personalised (22%) or the identification of contracting parties (20%) were as important to fostering trust online. Nevertheless, while fewer hoteliers feel that these factors are not necessarily important for consumer trust, three-quarters implement data encryption for sensitive guest and business information.

This excerpt and infographic have been adapted from the 2026 European Accommodation Barometer. You can download the full report here along with local-language country reports covering the results from 15 of the surveyed countries.