According to new research from Choice Hotels International, travelers are defining value through trust, transparency and recognition. For many travelers, the right hotel option is no longer defined by price alone, but the assurance that the stay will deliver on expectations and reward and recognize continued loyalty.
Key findings from the research include:
- 64 percent of respondents say earning rewards enhances the value they receive from hotels.
- 83 percent say that trust is crucial in determining whether a hotel offers good value for money.
- 73 percent are seeking a dependable balance of comfort, consistency and cost when choosing where to stay.
- 75 percent say thoughtful gestures such as great service or small perks influence value more than basic amenities.
"It's clear that today's travelers want to trust that they're choosing the right place to stay," Jenny Aboudou, head of upper midscale brands and customer success at Choice Hotels International, said in a statement. "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."
Rewards Build Loyalty Through Recognition
Rewards remain a powerful driver of value, particularly when recognition is accessible and immediate. Loyalty programs offer tangible benefits through discounted stays, savings, reward nights and point perks, while reinforcing that guests' preference and loyalty are appreciated.
Choice Hotels' loyalty program, Choice Privileges, reflects this shift. Enhancements introduced in January allow members to earn elite status starting after just five nights and milestone rewards like bonus points and gift cards every five qualifying nights between tier levels. These updates make it easier for travelers to access benefits sooner and reinforce the value of staying loyal.
Brand Trust: The New Value Signal
For travelers, trust has become the strongest signal of value, reinforcing that transparency and reliability are central to what guests are looking for. This signals a shift from finding the lowest rate to confidently choosing brands that offer clarity and value from booking to checkout.
At the same time, trust can quickly erode when expectations are not met. 57 percent of respondents report encountering a "good deal" that was undermined by hidden fees or inconsistent quality by other brands.
In the statement, Choice Hotels noted that it was “delivering transparency and reliability” for guests. Through the Choice Hotels app, guests can see every detail of their stay ahead of time, including a detailed list of amenities, property policies and expected final costs of their stay, helping guests feel confident in their decision before they even arrive, which can “[reinforce] trust through follow-through, not fine print.”
Guest Experience
While fundamentals remain essential—with cleanliness ranked as the most important factor in determining value—travelers say the moments that stand out most are often small but meaningful.
In fact, 75 percent say that thoughtful gestures, such as outstanding service or small freebies, play a greater role in shaping value perceptions than basic amenities.