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Is legit? It’s a question many travelers have asked when considering using this popular online travel agency to reserve their accommodations.

With so many booking sites out there, it’s natural to want to ensure you’re using a reputable service that will deliver on its promises without any unpleasant surprises.

This comprehensive review will examine’s history, services, and reputation. We’ll discuss how the site works, what you can book, and the measures it takes to ensure a smooth and reliable booking experience. 

By the end of this article, you’ll clearly understand what offers, how it compares to other online travel agencies, and whether it’s a legitimate and trustworthy option for booking your next hotel, apartment, or unique accommodation.

With this knowledge, you can confidently decide if is the right choice for your travel needs. Let’s get started!

Foundational Years and Expansion

In the late 1990s, emerged as a small startup in Amsterdam, Netherlands, aiming to make booking accommodations easier for travelers. 

Key Milestones in Booking.Com’s Early History

  • 1996:, the predecessor of, was founded by Geert-Jan Bruinsma.
  • 2000: was acquired by Bookings Online, owned by Stef Noorden, Sicco and Alec Behrens, and Bas Lemmens.
  • 2003: The company changed its name to and began expanding internationally.
  • 2005: was acquired by The Priceline Group (now known as Booking Holdings).

The acquisition by The Priceline Group marked a turning point for With the backing of a larger parent company, accelerated its international expansion, focusing on building partnerships with accommodations worldwide.

Strategies that Fueled Booking.Com’s Growth

  1. Multilingual platform: Catering to a global audience by offering the site in multiple languages
  2. Extensive accommodation inventory: Partnering with various properties, from hotels to apartments and unique stays
  3. Pay-per-click advertising: Investing heavily in online advertising to attract customers and increase brand visibility
  4. Metasearch partnerships: Collaborating with metasearch engines to expand reach and attract more users

By the late 2000s, had established itself as a leading player in the online travel industry, with a presence in more than 70 countries. The company’s relentless focus on technology, user experience, and global expansion set the stage for its continued growth and market dominance.

Regulatory Challenges and Market Dominance

As became a dominant force in the online travel industry, it faced increasing scrutiny from regulatory authorities, particularly in the European Union.

EU’s Concerns About Market Dominance

  • In 2014, the European Commission began investigating’s rate parity clauses, which required hotels to offer the same or better prices on as on other platforms.
  • The Commission argued that these clauses could stifle competition and increase consumer prices.

Booking.Com’s Response and Adjustments

  • In 2015, removed its rate parity clauses for hotels in France, Italy, and Sweden in response to the EU’s concerns.
  • By 2016, the company had amended its rate parity provisions across the EU, allowing hotels to offer different prices on other online travel agencies and their websites.

Impact on The Industry

  •’s decision to adjust its rate parity clauses had a ripple effect across the online travel industry.
  • Other major players, such as Expedia, followed suit and changed their hotel agreements similarly.

Despite these regulatory challenges, maintained a strong market position in Europe and beyond. The company’s ability to adapt to changing regulatory landscapes while delivering value to customers and accommodation partners has been a key factor in its ongoing success.

Navigating Through Controversies and Legal Challenges

Throughout its history, has faced various controversies and legal challenges that have tested its reputation. 

Customer Data Security Breaches

One of the most significant concerns for any online platform is the security of customer data. has experienced several incidents that have raised questions about its ability to protect user information:

  • In 2014, a vulnerability in’s system allowed hackers to access and modify thousands of customers’ reservations.
  • In 2018, the company faced a data breach that exposed the personal information of over 4,000 customers, including names, addresses, and booking details.
  • As a result of the 2018 breach, was fined €475,000 by the Dutch Data Protection Authority for violating the General Data Protection Regulation (GDPR).
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Steps taken to enhance security:

  1. Implementing stronger encryption and authentication measures.
  2. Conducting regular security audits and vulnerability assessments.
  3. Investing in employee training and awareness programs on data security best practices.

While these breaches were undoubtedly concerning,’s proactive response and efforts to improve its security measures demonstrate a commitment to protecting customer data.

Accusations of Brand Hijacking and Unfair Practices

Another area of controversy for has been its relationship with hotel partners. Some hoteliers have accused the company of engaging in unfair practices, such as:

  • Brand hijacking on Google Search, where’s ads appear above the hotel’s website in search results.
  • Charging high commission rates can eat into hotels’ profit margins.
  • Imposing restrictive contract clauses limits hotels’ ability to offer lower prices on other platforms.’s perspective:

  • The company maintains that its advertising practices are legal and compliant with search engine guidelines.
  • argues that its commission rates are competitive and reflect its global reach and marketing exposure value.

While these accusations have strained relationships with some hotel partners, continues to improve its partnerships and address concerns through dialogue and negotiation.

VAT Disputes and Settlements

In addition to the above challenges, has faced disputes related to value-added tax (VAT) in various European countries. One notable case involved a VAT dispute in Italy, where:

  • In 2019, agreed to pay €153 million to settle a VAT dispute with Italian tax authorities.
  • The settlement was a victory for the Italian hotel industry, which had long argued that online travel agencies like should pay VAT on their commissions.

This case highlights the complex tax landscape in which operates and the ongoing efforts by governments to ensure that online platforms pay their fair share of taxes.

Platform Features and User Experience

Platform Features and User Experience has consistently excelled in this area, offering a range of features that make it easy for users to find and book their ideal accommodations.

Detailed Search Filters

  •’s search engine allows users to filter results based on various criteria, such as price range, property type, amenities, and guest ratings.
  • The platform also offers unique filters like “travel sustainable properties” and “properties with accessibility features,” catering to specific user preferences and needs.
  • These detailed filters enable users to quickly narrow their options and find the perfect accommodation for their trip.

Intuitive Listing Pages

  • Once users click on a property, they are taken to a comprehensive listing page that provides all the essential information they need to make an informed decision.
  • The listing pages feature high-quality photos, detailed descriptions, and user reviews, giving travelers a clear picture of what to expect from the property.
  • The pages also highlight key amenities, room types, and availability, making it easy for users to compare options and choose the best fit for their needs.

Seamless Booking and Payment Process

  •’s booking process is designed to be as smooth and straightforward as possible.
  • Users can easily select their desired room type, check-in and check-out dates, and any additional preferences or requests.
  • The platform securely stores user payment information, enabling swift and hassle-free transactions.
  • also offers a range of payment options, including credit cards, debit cards, and various local payment methods, catering to a global audience.

Mobile App Experience

  • In addition to its desktop platform, offers a user-friendly mobile app that allows travelers to search, book, and manage their reservations on the go.
  • The app provides personalized recommendations based on user preferences and past bookings, enhancing the user experience.
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Customer Support and Satisfaction

Customer Support and Satisfaction

When booking travel accommodations, having reliable customer support is crucial. prides itself on offering 24/7 customer service to assist users with any questions, concerns, or issues that may arise before, during, or after their stay.

24/7 Customer Support

  • provides multiple channels for customers to reach out, including phone, email, and live chat.
  • The company has a global network of customer service representatives, ensuring users can receive assistance in their preferred language.
  • Customer support’s round-the-clock availability offers peace of mind to travelers, knowing that help is always just a call or message away.

Mixed Reviews on Efficiency and Effectiveness

  • While’s commitment to 24/7 customer support is commendable, user experiences with the quality of service have been mixed.
  • Some customers have praised the company’s prompt and helpful responses, citing instances where representatives went above and beyond to resolve issues or accommodate special requests.
  • However, others have reported long wait times, communication difficulties, or unsatisfactory solutions.

Efforts to Improve Customer Satisfaction

  • has acknowledged the need to enhance its customer support continually and has invested in training programs and technological solutions to streamline processes and improve response times.
  • The company also actively seeks customer feedback to identify improvement areas and implement changes that directly address user concerns.

The Genius Loyalty Program and Competitive Pricing has implemented several strategies to attract and retain customers, one of the most notable being its Genius loyalty program. 

The Genius Loyalty Program

  •’s Genius program is a tiered loyalty scheme that rewards frequent users with exclusive discounts, perks, and privileges.
  • Members can unlock higher tiers (Genius Level 2 and Genius Level 3) by completing several stays within two years.
  • Benefits include discounted room rates, free room upgrades, complimentary breakfast, and early check-in or late check-out options.

Competitive Pricing Strategy

  • employs a dynamic pricing model that considers factors such as supply and demand, seasonality, and local events to offer competitive rates to customers.
  • The company’s large-scale operations and partnerships with accommodations worldwide allow it to negotiate favorable rates and pass those savings on to users.
  •’s Best Price Guarantee ensures that customers always get the best deal available, and if they find a lower price elsewhere, the company will match it.

Benefits for Accommodation Providers

  • By partnering with and participating in the Genius program, accommodation providers gain exposure to a vast global audience of potential guests.
  • The program incentivizes customer loyalty, encouraging repeat bookings and helping properties secure a steady stream of business.
  • The competitive pricing strategy, combined with’s extensive marketing efforts, helps drive bookings and increase occupancy rates for accommodation partners.


From its humble beginnings in Amsterdam to its current position as a global powerhouse, has experienced a remarkable journey marked by triumphs and challenges.

On the one hand, the company has revolutionized how people book travel accommodations, offering a user-friendly platform, extensive selection, and competitive prices.

The Genius loyalty program and 24/7 customer support have further enhanced the platform’s appeal, earning praise from millions of satisfied customers worldwide.

On the other hand, has faced its fair share of controversies, including regulatory challenges, accusations of unfair practices, and data security breaches.

While the company has addressed these issues, such as adjusting its rate parity clauses and investing in enhanced security measures, some concerns linger among hotel partners and industry watchdogs.

In conclusion, while’s reputation may have some blemishes, its overall legitimacy and value to travelers are indisputable.


Julia Hazard


With a Mater's degree in International Relations from the London School of Economics, Julia Hazard brings a wealth of knowledge on the diversified culture from over the world to her travel writing since 2021. Before turning to journalism, Julia worked in diplomatic circles and international NGOs, experiences that enrich her travel narratives with depth and empathy. Her work inspires readers to engage deeply with the places they visit, understanding their historical and contemporary contexts. Julia is also a passionate hiker, believing that the best way to understand a country is on foot, traversing its landscapes and meeting its people.

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