Booking.com Preferred and Preferred Plus Programs Updated: What Awaits Hotels in 2025?

Booking.com is making significant updates to its Preferred Partner Program and Preferred Plus Program, both designed to help hotels increase their online visibility and revenue.

These changes, which will take effect on May 19, 2025, do not require any action to remain in the program but mark a critical moment for hotels to reassess and update their digital strategies.

What is the Preferred Program?

Booking.com’s Preferred Partner Program is an exclusive partnership model that offers greater visibility to high-performing hotels.

Preferred Plus is an enhanced version of this system, offering additional benefits such as:

• More prominent badges

• Higher placement in search results

• Stronger trust signals and improved conversion rates

What’s Changing in 2025?

According to Booking.com’s official announcement, these updates do not alter the program’s structure but aim to increase transparency and clarity:

• Performance score criteria have been simplified and made more understandable. The latest information is available on the Partner Hub.

• The cooling-off period has been clarified. It now applies only when a property becomes ineligible or voluntarily leaves the program.

While this update does not directly affect a property's status, it offers a strong opportunity for hotels to review their performance and refine their strategy.

What Do Preferred Programs Mean from a Revenue Management Perspective?

Advantages:

• Increased Visibility: Preferred hotels can rank up to 60% higher in search results.

• More Bookings: Conversion rates are often above average for Preferred properties.

• Support During Low Seasons: Maintains visibility during off-peak demand periods.

• Competitive Edge: Preferred status is a key factor in guest decision-making.

Points to Watch:

• Higher Commission: The extra fee for Preferred Plus may impact profit margins.

• Cooling-Off Risk: Rejoining the program may require a waiting period if a property exits.

• Low ROI Risk: If performance is weak, joining the program may not be cost-effective.

Strategic Recommendations:

• Seasonal Participation Strategy: It may be more beneficial to join the program during low seasons to boost visibility.

• Balanced Pricing Approach: Optimize room rates to offset the higher commission.

• Performance Monitoring: Regularly track conversion rates and impressions using Extranet analytics tools.

• Competitor Benchmarking: Monitor participation and pricing strategies of similar competitors.

Conclusion: Maximum Benefit Through the Right Strategy

These transparency-focused updates to Booking.com’s Preferred and Preferred Plus programs offer hotels a clearer, data-driven pathway for participation.

When return on investment is properly analyzed and supported by strategic planning, these programs can lead to increased revenue, improved occupancy rates, and stronger brand perception.

As Optima Online Hotel Management, we’re here to help you enhance your Booking.com performance and optimize your digital sales strategy.

Contact us for in-depth analysis and revenue management support.