Is Booking.com ethical and sustainable?
Booking.com has been measured by the Sustainable Brand Index – the largest independent study of sustainability and brands in Europe – across 1 Nordic market.
Is Booking.com ethical?
The Sustainable Brand Index does not audit companies. It measures how consumers see a brand's environmental and social responsibility, which is close to what most people mean by ethical. On that measure, Booking.com ranks #195 in the Netherlands in 2026. A lower number is better.
Key takeaways
- Strongest market today: the Netherlands at 195th (2026).
- All-time best result: 145th in the Netherlands (2025).
- Biggest year-over-year drop in the Netherlands: slipped 50 positions from 2025 to 2026.
- Measured for 7 years (2020–2026) across 1 market.
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Booking.com's ranking trend
Lower is better · #1 = most sustainable in marketAnnual position within each country's full brand universe, 2020–2026.
🇳🇱Booking.com in the Netherlands
Travel & Tourism| Year | Rank in the Netherlands |
|---|---|
| 2020 | #160 |
| 2021 | #193 |
| 2022 | #187 |
| 2023 | #202 |
| 2024 | #163 |
| 2025 | #145 |
| 2026 | #195 |
Want to know what's behind Booking.com's ranking?
The full brand report shows your sustainability score, what's driving it, how you compare to competitors, and where you're exposed – with 16 years of trend data.
Questions about Booking.com
Is Booking.com a sustainable brand?
Booking.com has been measured by the Sustainable Brand Index since 2020. Most recent rankings: the Netherlands #195 (2026). Lower rank numbers mean consumers see the brand as more sustainable.
Is Booking.com ethical?
The Sustainable Brand Index does not audit companies. It measures how consumers see a brand's environmental and social responsibility, which is close to what most people mean by ethical. On that measure, Booking.com ranks #195 in the Netherlands in 2026. A lower number is better.
How sustainable is Booking.com in the Netherlands?
In the Netherlands, Booking.com ranks #195 in 2026 (industry: Travel & Tourism). Its best position was #145 in 2025.
Where does this data on Booking.com come from?
From the Sustainable Brand Index, an independent consumer study run by SB Insight since 2011, with more than 80,000 interviews a year in Finland, Denmark, Norway, Sweden and the Netherlands.
Source: Sustainable Brand Index 2026, SB Insight.
About the ranking
The Sustainable Brand Index measures how consumers perceive a brand's sustainability – both environmental and social responsibility. Rankings are based on annual surveys of more than 80,000 consumers across Finland, Denmark, Norway, Sweden and the Netherlands. Brands are ranked within their industry and country.
Read the full methodology →