- Choice: Travelers value hotels that meet expectations, reward loyalty.
- Rewards and trust drive hotel value for 64 percent and 83 percent of travelers.
- 75 percent value service or perks over basic amenities.
TRAVELERS DEFINE VALUE through trust, transparency and recognition, according to a survey by Choice Hotels International. For many, the right hotel is no longer about price alone but about assurance that the stay meets expectations and rewards loyalty.
Research findings include: 64 percent of respondents say rewards increase a hotel’s value and 83 percent say trust determines whether a hotel offers good value, Choice said in a statement. Additionally, 73 percent seek a balance of comfort, consistency and cost, while 75 percent say gestures such as service or small perks matter more than basic amenities.
"It's clear that today's travelers want to trust that they're choosing the right place to stay," said Jenny Aboudou, Choice’s head of upper midscale brands and customer success. "Value is about far more than cost. It is built by delivering consistent experiences and genuine rewards and recognition for loyalty. Choice Hotels upper midscale brands are designed to make it easy for guests to know what to expect, feel welcomed and be appreciated for returning."
Rewards drive value when recognition is clear and immediate. Loyalty programs provide benefits such as discounted stays, reward nights and points while showing that guests’ loyalty is acknowledged. Choice Hotels' loyalty program, Choice Privileges, reflects this shift. Updates introduced in January let members earn elite status after five nights and receive milestone rewards—bonus points or gift cards—every five qualifying nights between tiers, making benefits accessible sooner and reinforcing loyalty.
For travelers, trust is the key signal of value, showing that transparency and reliability guide choices. This reflects a shift from seeking the lowest rate to choosing brands that deliver clarity and value from booking to checkout. Trust can erode quickly when expectations are not met: 57 percent of respondents report encountering a "good deal" undermined by hidden fees or inconsistent quality from other brands.
While fundamentals like cleanliness remain important, travelers say the moments that stand out are often small but meaningful. Around 75 percent say gestures such as service or small perks influence value more than basic amenities.
Through the Choice Hotels app, guests can view every detail of their stay in advance—including amenities, property policies and final costs—helping them feel confident in their decision and “[reinforcing] trust through follow-through, not fine print”, the company said.
In May, Choice released its 2024 Sustainability Report highlighting environmental and social responsibility efforts.
