Hotel operators have opportunities to increase revenue by focusing on core guest expectations, premium upsells and loyalty enrollment, according to Forge's 2026 Consumer Hotel Habits Report, powered by Datassential. Forge is the parent company of Hotel Management. Forge will present these exclusive findings at The Hospitality Show, set for Nov. 2-4 at the Miami Beach Convention Center.
The study found that hotel stays remain common among U.S. travelers, with 80 percent of adults staying in a hotel at least once a year. Cleanliness and comfort continue to be the most important drivers of guest satisfaction, offering hotels a clear roadmap for investment. Ninety-seven percent of respondents said guestroom cleanliness is important, while 94 percent cited comfort as a top priority. High-speed Wi-Fi remains the most essential amenity, with 86 percent of guests identifying it as a must-have. Parking also remains highly valued, with 97 percent of guests reporting they use it when available.
By the Numbers
The report also found travelers are willing to pay for enhanced experiences when the value proposition is clear. Seventy-four percent of guests said they would pay extra for a guestroom upgrade, particularly for additional space or improved views. Younger travelers, including Millennials and members of Generation Z, showed the strongest willingness to spend more for larger rooms.
Flexibility also emerged as a potential revenue stream. Approximately eight in 10 travelers said they would pay for, or consider paying for, flexible cancellation options, particularly younger consumers and higher-income guests.
While 71 percent of respondents identified price as the leading booking factor, only 7 percent defined value as simply securing the lowest rate. Instead, 72 percent said value reflects the right balance between price and quality. Location also remains a key consideration, with 86 percent of guests ranking it as important when selecting a hotel.
Food and beverage findings highlighted breakfast as the strongest opportunity for hotels. Fifty-seven percent of guests reported frequently purchasing breakfast on-site, roughly double the participation rate for other meals. Casual dining also outperformed fine dining, with 80 percent of respondents preferring a café or casual restaurant compared with 27 percent favoring fine-dining options.
At the same time, 69 percent of guests said they use third-party delivery services during hotel stays. The findings suggest hotels may benefit from streamlining room service operations or partnering with delivery platforms to better meet guest expectations.
The study identified loyalty programs as one of the industry's largest growth opportunities. While 82 percent of guests said they would remain loyal to a hotel brand that consistently meets expectations, only 55 percent reported being enrolled in a loyalty program.
The most desirable rewards were uncomplicated and immediate. Seventy-one percent of respondents preferred free stays, while 61 percent valued complimentary upgrades. The report suggests hotels could improve participation by enrolling guests during the booking or check-in process and offering instant benefits.
“The session at THS will delve deeper in to how hotels can evaluate and implement these findings to drive loyalty and profit,” said Brandy Rand, vice president of hospitality at Forge. "The operators who win in 2026 will nail the fundamentals and make it effortless for guests to see the value they're paying for."