Trust, Transparency, and Rewards Now Outweigh Price for U.S. Hotel Guests

New research from Choice Hotels International indicates that U.S. travelers now prioritize trust, transparency, and rewards over price when selecting hotels, with most respondents valuing dependable experiences and meaningful recognition for loyalty.

Survey Overview and Key Findings

A survey conducted by Cummins & Partners on behalf of Choice Hotels International in January 2026 polled 2,142 U.S. adults aged 18 and older. The results were weighted to reflect the overall U.S. adult population. The study aimed to understand what factors travelers consider most important when choosing hotels.

Key findings include:

– 83% of respondents said trust is crucial in determining whether a hotel offers good value for money.

– 64% reported that earning rewards enhances the value they receive from hotels.

– 73% seek a dependable balance of comfort, consistency, and cost.

– 75% indicated that thoughtful gestures, such as good service or small perks, influence their perception of value more than basic amenities.

– 57% experienced a “good deal” that was undermined by hidden fees or inconsistent quality.

Shift in Traveler Priorities

The research shows a shift in how travelers define value. Price is no longer the sole factor; instead, guests are looking for hotels that deliver on expectations and offer tangible recognition for loyalty. Trust and transparency have become key indicators of value, with travelers wanting assurance that their experience will match what is promised during booking.

Loyalty Programs and Rewards

The survey found that rewards and recognition play a significant role in guest satisfaction. Loyalty programs that offer immediate, accessible benefits are considered valuable. 

Importance of Trust and Transparency

Trust has emerged as the strongest signal of value for travelers. The survey found that guests are more likely to choose hotels that offer clear, reliable information from booking to checkout. Hidden fees and inconsistent quality were cited as factors that quickly erode trust, with 57% of respondents having encountered such issues.

Guest Experience and Service

Cleanliness remains the most important factor in determining value, according to survey respondents. However, 75% said thoughtful gestures and small perks, such as outstanding service or complimentary items, play a greater role in shaping their perception of value than standard amenities do.

Industry Implications

The findings suggest that hotel brands seeking to attract and retain guests should focus on building trust through transparency, delivering consistent experiences, and providing meaningful rewards for loyalty. As traveler expectations evolve, these factors are likely to become more important than simply offering the lowest price.