Booking.com Review Score Update 2025: What Hotels Need to Know

Booking.com’s 2025 review score update introduces a new scoring approach that emphasizes recent guest feedback, offering a more accurate reflection of each property's current guest experience. This update is designed to increase transparency for travelers and encourage continuous improvement among hotel partners.

In this article, we’ll explore what these changes mean for hotels. From the shift in scoring to the new weighting by recency, we’ll outline how the update can impact visibility, guest expectations, and operational outcomes for properties on Booking.com.

What is the Booking.com 2025 review score update?

The 2025 update to Booking.com’s review score system introduces a “recency-weighted” approach, prioritizing more recent guest reviews in calculating overall ratings. As a result, newer feedback will have a greater influence on a hotel’s score, allowing properties that have made recent improvements to see these reflected more promptly in their ratings.

According to the guide Booking.com sent to partners like MARA, this update serves a dual purpose: to better represent the current guest experience and to motivate properties to continuously improve. “By weighting recent reviews more heavily, we aim to align review scores more closely with the present experience of each property,” says Booking.com. This focus on recency also aims to enhance transparency, providing prospective guests with more accurate, up-to-date insights into the property’s offerings and service quality.

The recency-weighted system benefits both travelers and hotels. Guests gain a clearer picture of what they can expect, while hotels can see positive changes reflected faster—encouraging a cycle of improvement and responsiveness that aligns with guest expectations.

Discover how Booking.com reviews influence hotel bookings: Booking.com Reviews for Hotels: Everything You Need to Know

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What does “weighted by recency” mean for hotels?

The “weighted by recency” approach in Booking.com’s 2025 review score update shifts the review system to prioritize recent feedback, offering a more current and representative snapshot of each property’s guest experience. Here’s how the weighting works over the span of three years:

1. Year one: heaviest weight

Reviews from the past year are given the highest weight, meaning that the most recent guest feedback will significantly influence the overall review score. This approach allows improvements or declines in service to be reflected promptly, providing potential guests with the most relevant assessment of the property.

Additionally, Booking.com has observed that motivated accommodation partners often see tangible results in improving their scores after implementing successful guest experience campaigns, with an average uplift achieved in just 2.5 months. This demonstrates the system's responsiveness and the positive impact of focused efforts on guest satisfaction.

2. Year two: moderate weight

Reviews from one to two years ago have a moderate influence on the overall score. While still relevant, their impact is reduced compared to year-one reviews, ensuring that older experiences don’t overly skew the current perception of the property.

3. Year three: lightest weight

Reviews from two to three years ago are given the least weight in the scoring calculation. Although they remain part of the score, their minimal impact reduces the likelihood that outdated information will influence a property’s rating, especially if substantial changes have occurred in recent years.

Implications for different review volumes

Booking.com now has over 350 million verified guest reviews. The recency-weighted system affects properties differently based on their review volumes:

a. Better visibility for high-volume properties

For hotels with a large volume of reviews, the impact of individual reviews will be more balanced. Frequent, recent reviews ensure that single positive or negative experiences don’t significantly alter the overall score, leading to greater stability and an accurate reflection of consistent service quality.

b. Better rating stability for low-volume properties

Properties with fewer reviews often face the challenge of their overall scores fluctuating significantly as new reviews are added, especially when recent feedback contrasts sharply with older experiences. The updated scoring system introduces enhanced stability for low-volume properties. The new logic ensures that a single negative review does not disproportionately impact the overall score, mitigating dramatic swings and fostering a fairer assessment.

By balancing recency weighting with mechanisms to stabilize scores, the system provides a more accurate and equitable depiction of guest satisfaction. This approach benefits both guests and properties by reflecting current feedback while maintaining score reliability, even for homes and other low-volume listings.

In our article Master Booking.com Extranet: 7 Tips to Get the Most Out of Booking we've explored how hotels can effectively manage their Booking.com listings.

Why is Booking.com changing the review score system?

With a record-breaking 1.48 million partners across 221 countries and territories, Booking.com has established itself as a global leader in the online travel market. Booking.com's updated review score system addresses several key challenges with the traditional, static scoring model, aiming to create a more accurate and relevant reflection of current guest experiences. Key reasons for this shift include:

a. Challenges with static review scores

A fixed review score can linger for years, making it difficult for hotels to reflect recent upgrades or changes in service quality. This static nature often results in discrepancies between a property’s actual condition and its displayed rating, which may mislead travelers.

b. Impact of outdated reviews on guest expectations

Reviews from several years ago can set unrealistic expectations, as guest preferences and hotel standards evolve. By weighing recent reviews more heavily, Booking.com aims to provide potential guests with a snapshot that’s more reflective of current standards and services.

c. Influence on traveler trust

Trust is essential for conversions, and outdated ratings can erode credibility. A recency-weighted score helps maintain travelers’ trust by providing a more immediate representation of the guest experience, encouraging more confident booking decisions.

d. Potential effect on operational decisions for hotels

Accurate, up-to-date scores are critical for hoteliers, as they can impact a range of business operations, from loan eligibility to partnership benefits with Booking.com. Properties with more current, positive reviews are better positioned to leverage their rating for financial decisions and operational planning, underscoring the need for an adaptable scoring system.

Discover why review recency is vital for building trust with customers and how it can impact your business's online reputation: Why is Review Recency Important for Your Business?

How will the 2025 update affect your review score?

The 2025 review score update introduces a recency-weighted approach, prioritizing recent guest feedback to provide a more current reflection of hotel performance. This shift can impact review scores in several key ways:

a. Heavier emphasis on recent reviews

With the recency-weighted system, scores will more accurately mirror recent guest experiences. This change is likely to benefit hotels that have made recent improvements, allowing their new efforts to be highlighted and impacting scores positively.

b. Faster response to performance changes

Hotels experiencing operational changes—such as renovations, staff training, or new amenities—will see these changes more quickly reflected in their scores. Positive enhancements can lead to a quicker increase in rating, while recent declines may also impact scores more immediately, encouraging swift service adjustments.

c. Potential reduction in historical weight

The new system reduces the influence of older reviews, which previously could affect scores long after a guest’s stay. This minimizes the impact of outdated opinions and better aligns with the property’s current state, particularly beneficial for hotels that have undergone substantial upgrades or renovations.

d. Enhanced competitive positioning

Hotels that consistently deliver high-quality service will likely see their scores stabilize or improve, while properties with inconsistent service may experience greater score fluctuations. This shift promotes fairer competition, as scores will more accurately reflect a hotel’s present-day experience compared to competitors.

Learn how to create an attractive Booking.com listing and attract more customers: Optimizing Your Booking.com Profile for Maximum Visibility

When will the 2025 Booking.com review recency update take effect?

The 2025 Booking.com review recency update will significantly change how hotels are evaluated based on guest feedback. Here's the expected timeline:

1. November 2024: Preview launch

During this period, hotels will have the opportunity to familiarize themselves with the new recency-weighted scoring system. This preview will allow properties to access essential training materials and resources, enabling staff to understand how the changes will affect guest reviews and overall scores. Feedback collected during this phase can be valuable for refining operational strategies ahead of the full implementation.

2. January 2025: Global rollout live

The official global rollout will mark the full implementation of the new review scoring system across Booking.com. Hotels should expect their review scores to reflect recent guest experiences more accurately, with scoring based on the recency of feedback. This period will require hotels to be fully prepared for the changes, as fluctuating scores will likely impact guest booking decisions. Continuous monitoring and responsiveness to guest feedback will be critical for maintaining high ratings.

What are the pros and cons of the new review system?

The new recency-weighted review system from Booking.com brings both advantages and challenges for hotels navigating guest feedback.

Pros of Booking.com's new review system

a. Reflects recent guest experience accurately

The recency-weighted review system prioritizes newer reviews, allowing hotels to present an accurate picture of their current performance. This approach ensures that potential guests are informed about the latest experiences shared by previous visitors, which can help manage expectations more effectively.

b. Rewards properties for recent improvements

Hotels that implement changes or enhancements can see a direct impact on their review scores under this new system. If a property addresses past shortcomings and receives positive feedback shortly after those improvements, it will benefit from a higher score.

c. Encourages proactive management of guest experiences

With the knowledge that recent reviews will have a greater influence on their scores, hotels are incentivized to engage actively with guests during their stays. This focus can lead to improved service quality, as staff members become more aware of the significance of guest interactions and strive to enhance the overall experience.

Cons of Booking.com's new review system

a. Increased susceptibility to fraudulent or unfair reviews

The emphasis on recency may expose the system to manipulation by unscrupulous guests who could post fraudulent reviews to affect a hotel’s score. As recent feedback carries more weight, a handful of negative reviews can disproportionately impact a property’s overall rating, creating a challenging environment for hotels.

b. Limited transparency in score calculation

While the new system aims to improve accuracy, the intricacies of how scores are calculated can be opaque to both hotels and guests. Without clear communication about the weighting process and the criteria for evaluation, hotels may struggle to understand how to improve their ratings effectively.

c. Potential for more dynamic scores

The focus on recent reviews brings a dynamic aspect to hotel ratings, ensuring they reflect the most up-to-date guest experiences. This dynamic scoring system allows hotels to quickly showcase improvements in service and quality, highlighting their commitment to guest satisfaction. While scores may adjust more frequently, this adaptability empowers properties to stay competitive and relevant in the eyes of potential guests, offering a transparent view of current performance. For guests, it provides a timely and accurate snapshot of what to expect, making their booking decisions more informed and aligned with recent trends.

Maximize the benefits and mitigate the negative impact of the new Booking.com review algorithm by collecting more reviews: How to Get More Reviews on Booking.com: Easy Strategies to Try

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How will the update impact your online reputation and bookings?

Here’s a closer look at how the update will affect online reputation and booking dynamics.

a. Enhanced visibility

Recent scores will play a crucial role in determining a hotel's visibility on Booking.com. Properties with higher recent scores are likely to appear more prominently in search results, attracting more potential guests and improving booking conversions.

b.Increased booking conversions

As travelers increasingly rely on recent reviews to make informed decisions, hotels with higher recency-weighted scores can expect improved booking conversions. This shift encourages guests to choose properties that reflect current guest experiences, increasing the likelihood of reservations.

Learn how to measure the ROI of your online reputation in our article: Understanding the ROI of Online Review Ratings: Metrics, KPIs, and More

c. Shift in loyalty program dynamics

The new scoring system may impact loyalty programs, as returning guests will have heightened expectations based on recent reviews. Hotels will need to ensure that their offerings consistently meet or exceed these expectations to maintain guest loyalty.

To learn more about Genius, Booking.com's loyalty program, read: Booking.com's Genius Partner Program: Everything You Need to Know

d. Stronger guest trust

By emphasizing recent guest experiences, the update fosters greater trust among travelers. A transparent scoring system that reflects the latest feedback encourages potential guests to feel confident in their booking decisions, enhancing overall reputation.

Here's how to boost your Booking.com credibility by responding to guest reviews: How to Write the Best Replies to Booking.com Reviews

e. Need for proactive reputation management

With the focus on recent scores, hotels must actively manage their online reputation. This includes encouraging guests to leave reviews and promptly addressing negative feedback to maintain a positive image and minimize the risk of score volatility affecting bookings.

How can hotels prepare for the 2025 global rollout?

As the Booking.com review score update approaches, hotels must strategically prepare for its implementation. Here’s a step-by-step recommendation for effective preparation:

a. Train staff on new scoring expectations

To effectively prepare, hotels should conduct training sessions to educate their teams about the recency-weighted scoring system and its implications. These workshops will ensure that staff understand how recent guest experiences will be evaluated and how this impacts overall scores.

To learn more about staff management in the hotel industry, read: 10 Essential Hotel Staff Positions for Successful Management

b. Prepare FAQs and guidance for guest inquiries

Developing clear communication materials is vital for addressing common concerns related to the new scoring system. Moreover, updating online resources, such as the hotel’s website and booking platforms, with relevant information about how reviews are scored will reinforce transparency and help guests understand the evaluation process.

c. Implement strategies for maintaining high scores

To maintain high scores, hotels should encourage guest feedback by fostering a culture of soliciting reviews post-stay. Actively seeking out guest insights will ensure a steady flow of recent feedback that is crucial in the new scoring system.

d. Integrate AI into Booking.com management

Utilizing AI tools can significantly streamline review monitoring and response processes, enhancing operational efficiency. Implementing AI-driven management solutions will allow hotels to analyze guest sentiment and identify trends in real-time. By leveraging these insights, properties can make proactive enhancements in service and amenities, ensuring they meet the evolving expectations of guests.

Discover the must-have hotel technology trends for 2025: The Future of Hotel Technology: Must-Have Tools and Solutions for Modern Hotels

By following these steps, hotels can effectively prepare for the 2025 global rollout, positioning themselves for success in an increasingly competitive landscape.

Future-proof your online reputation for Booking.com’s 2025 update with MARA AI

Responding to online reviews can be a daunting task, especially with the upcoming changes from Booking.com in 2025. However, it doesn't have to be overwhelming with our AI Review Assistant, MARA. This intuitive tool is designed to streamline your online reputation management process, making it more efficient, personalized, and time-saving. MARA offers the most advanced AI for responding to and analyzing your guest reviews, ensuring you stay ahead of the competition.

Booking.com-ready Review Inbox

One of the key features of this tool is the Review Inbox. Your review inbox makes responding to reviews as simple as hitting "Generate reply" and clicking "Send". The Review Inbox connects to multiple review sources, including Google, Booking.com, and Tripadvisor, giving you a panoramic view of all your reviews. And you can even configure review response automation: Why not allow MARA to automatically respond to simple reviews, like 5-star Google reviews with no text, ensuring you never miss a review? Daily notifications about new reviews keep you updated and in control.

Advanced Review Analytics

To help you understand and analyze the multitude of reviews, the Review Assistant also incorporates Review Analytics. This provides actionable, easy-to-understand insights that are tailored exclusively to your business. With MARA, you can quickly get the gist of all your reviews without needing to read each one. The analysis is so detailed that you can find out about specific issues like "water in the pool is too cold" or "lack of vegan breakfast option”. These insights help optimize guest experience without requiring you to be a data expert.

The most personal response AI

MARA's AI isn't just about efficiency; it's about personalization too. The Brand Voice feature allows the AI to adapt to your tone, making sure your responses sound authentically you. Plus, with Smart Snippets, you can "teach" the AI how to respond to recurring praises or complaints. Your AI then incorporates this information into its responses, but always with different words, providing more personalized, relevant replies.

This review response assistant has quickly become a game-changer for over 2000 customers. Its promising capacity to elevate your overall rating, amplify response rates, glean insights from customer feedback and economize both time and money, is the reason behind its growing popularity.

Managing online reviews need not be an overwhelming task. With the appropriate software, not only can you streamline the process, but you can also personalize your responses, and derive valuable insights from the reviews. So, why hesitate to give our AI Review Assistant, MARA, a try? It's completely free for testing, doesn't require a credit card, and can be fully operational in less than five minutes.

Final Thought

The 2025 Booking.com review score update emphasizes the importance of managing online reputations effectively as guest feedback increasingly influences booking decisions. With the shift to a recency-weighted scoring system, hotels must prioritize delivering exceptional guest experiences to maintain competitive scores. By preparing staff, developing clear communication materials, and integrating AI tools, hoteliers can future-proof their reputation management strategies. Emphasizing continuous improvement and responsiveness to guest feedback will be essential for sustaining success in the evolving landscape of online travel.

This post is part of our hero content series on "Booking.com Optimization: The Ultimate Guide for Hotel Managers” and "Optimize Your Hotel Listings to Increase Bookings - All You Need to Know".