Choice Hotels International recently revealed some new research showing that travelers no longer define value by price alone. Instead, modern guests prioritize trust, transparency, and recognition when choosing where to stay.
A majority of respondents indicated that trust is essential in determining whether a hotel offers good value, while many also seek a dependable mix of comfort, consistency, and cost. This shift highlights a growing preference for reliability and confidence in the overall experience rather than simply finding the lowest rate.
Loyalty programs continue to play a major role in shaping perceived value. Many travelers report that earning rewards enhances their experience, especially when benefits are accessible early and frequently. 64% cite that earning rewards enhances the value of their hotel stay, while 83% believe trust is essential in determining whether or not a hotel provides good value for their money.
Choice Hotels International Head of Upper Midscale Brand and Customer Service, Jenny Aboudou, said, “It’s clear that today’s travelers want to trust that they’re choosing the right place to stay. Value is about far more than simply cost. It is built by delighting the guest at every turn — delivering meaningful and consistent experiences, along with genuine rewards and recognition for loyalty. Choice Hotels' upper midscale brands are designed to provide just that, making it easy for guests to know what to expect, feel welcomed when they arrive, and appreciated for choosing to stay at our hotels again and again.”
Guests increasingly favor brands that deliver transparency from booking through checkout, including clear pricing and consistent quality. Negative experiences, such as hidden fees or unmet expectations, can quickly erode confidence. Choice Hotels emphasizes reliability across its brands by offering predictable amenities, welcoming environments, and clear communication through its app, helping travelers feel assured in their decisions.
Additionally, 73% of respondents want a balance of comfort, cost, and consistency when deciding where to stay. And 75% say that thoughtful gestures, strong service, and personal touches often leave a greater impression than standard amenities.
As expectations continue to evolve, travelers are drawn to brands that consistently deliver both emotional and practical value. The findings suggest that the future of hospitality lies in building trust, rewarding loyalty, and creating memorable experiences that go beyond cost alone.
Learn more about Choice Hotels Loyalty Program here.