PR Newswire·Mar 25, 2026, 9:00 AM ET

Trust and Rewards Top the List of What Matters Most to Travelers, New Choice Hotels International Research Shows

Choice Hotels International research indicates travelers prioritize transparency, trust, and recognition over nightly rates when defining hotel value.
83% of respondents state trust is crucial for determining if a hotel offers good value for money.
64% of respondents say earning rewards enhances the value they receive from hotels.
73% of travelers seek a dependable balance of comfort, consistency, and cost when selecting accommodations.
75% say thoughtful gestures like great service or small perks influence value perceptions more than basic amenities.
57% of respondents report encountering "good deals" undermined by hidden fees or inconsistent quality from other brands.
Choice Privileges loyalty program enhancements introduced in January 2026 allow members to earn elite status after just five nights with milestone rewards every five qualifying nights.
Choice Hotels uses its mobile app to display detailed amenity lists, property policies, and expected final costs to ensure booking transparency.
Upper midscale brands like Comfort® and Country Inn & Suites® emphasize consistent experiences, including free hot breakfasts and signature touches like Seattle's Best Coffee or warm cookies.
The survey was conducted by Cummins & Partners in January 2026 with a nationally representative sample of 2,142 U.S. adults.