Trust and rewards top the list of what travelers value most | News

New research from Choice Hotels International, Inc. shows that travelers today define value through trust, transparency and recognition. For many travelers, the right hotel option is no longer determined solely by price, but by the assurance that the stay will meet expectations, be rewarded and recognize continued loyalty.

Key findings from the study include*:

64% of respondents say earning rewards increases the value they receive from hotels.
83% say trust is crucial in determining whether a hotel offers good value for money.
73% look for a reliable balance between comfort, consistency and cost when choosing a place to stay.
75% say thoughtful gestures such as good service or little extras impact value more than basic amenities.
“It’s clear that today’s traveler wants to be confident they’re choosing the right place to stay,” said Jenny Aboudou, head of Upper Midscale Brands and Customer Success at Choice Hotels International. “Value is about much more than just cost. It is built by delighting the guest at every moment – ​​delivering meaningful and consistent experiences, along with real rewards and recognition for loyalty. Choice Hotels’ upper midrange brands are designed to deliver just that, making it easy for guests to know what to expect, feel welcome when they arrive and be valued for wanting to stay at our hotels again and again.”

Rewards: Building loyalty through recognition

Rewards remain a powerful driver of value, especially when recognition is accessible and immediate. Loyalty programs provide tangible benefits in the form of discounts on stays, savings, reward nights and points benefits, while reinforcing that guest preference and loyalty are valued.

Choice Hotels’ award-winning loyalty program, Choice Privileges®, reflects this shift. Enhancements introduced in January allow members to earn elite status after just five nights and milestone rewards such as bonus points and gift cards every five qualifying nights between tier levels. These updates make it easier for travelers to access benefits faster 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 at the heart of what guests are looking for. This signals a shift from finding the lowest rate to confidently choosing brands that provide clarity and value from booking to checkout.

At the same time, trust can quickly erode if expectations are not met. 57% of respondents report that they have encountered a ‘good deal’ that was undermined by hidden costs or inconsistent quality from other brands.

Choice Hotels’ upper midmarket brands are built to deliver clearly defined, consistent experiences that guests can trust. At Comfort®, trust is reflected in reliable brand features – from a free hot breakfast with signature waffles to cheerful, welcoming spaces and thoughtful details that exude quality without surprises. Country Inn & Suites® by Radisson exudes confidence through warmth and care, offering residential-style guestrooms, cozy public spaces and a complimentary breakfast experience designed to feel intentional and human rather than transactional.

Choice Hotels focuses on providing transparency and reliability, from booking to checkout. Through the Choice Hotels app, guests can view every detail of their stay in advance, including a detailed list of amenities, property policies and the expected final cost of their stay, so guests can feel confident in their decision before they even arrive. Combined with consistent delivery of properties across upper mid-market brands, this approach ensures strong value is felt throughout the stay – trust is reinforced through follow-up, not fine print.

Guest experience: human moments that matter

While the basics remain essential – with hygiene being the most important factor in determining value – travelers say the moments that stand out the most are often small but meaningful.

In fact, 75% say thoughtful gestures such as excellent service or small free gifts play a greater role in shaping value perceptions than basic amenities.

Choice Hotels’ upper midrange brands deliver these moments through familiar comfort and signature touches, including Seattle’s Best Coffee offered at both Comfort® hotels and Country Inn & Suites®, along with warm chocolate chip cookies upon check-in at Country Inn & Suites®.

What’s next: Shaping the evolution of Choice Hotels

As traveler expectations evolve, Choice Hotels continues to focus on what matters most: transparency, consistency and meaningful rewards for loyalty.

Travelers are increasingly attracted to brands that they trust to deliver what they promise. They value experiences and want to feel recognized for their loyalty early and often – not just after they have achieved a distant status. Today, value isn’t about paying less; it’s about choosing a hotel that consistently delivers more.

Methodology

*Survey was conducted by Cummins & Partners on behalf of Choice Hotels International. It was administered online in January 2026 to a nationally representative sample of 2,142 U.S. adults ages 18 and older. Results are weighted to reflect the total U.S. adult population.