Choice Hotels Research Highlights Shift to Trust and Loyalty in Traveler Preferences
Event summary
- Choice Hotels International released research showing 83% of travelers prioritize trust in determining hotel value.
- 64% of respondents say earning rewards enhances the value they receive from hotels.
- Choice Privileges loyalty program updates in January 2026 allow members to earn elite status after just five nights.
- 75% of travelers value thoughtful gestures like great service over basic amenities.
- Survey conducted with 2,142 U.S. adults in January 2026 by Cummins & Partners.
The big picture
The research underscores a broader industry shift where travelers increasingly value transparency, consistency, and loyalty recognition over purely price-driven decisions. Choice Hotels' strategic focus on these elements positions it to capture market share among travelers seeking reliable, rewarding stays. With over 7,500 hotels globally, the company's ability to execute on these insights could significantly impact its competitive standing in the midscale hotel segment.
What we're watching
- Loyalty Program Effectiveness
- Whether Choice Privileges' updated rewards structure will drive sustained engagement and repeat bookings.
- Trust as Competitive Advantage
- How Choice Hotels will leverage its focus on trust to differentiate itself in a crowded midscale hotel market.
- Guest Experience Innovation
- The pace at which Choice Hotels can implement and scale small but meaningful guest experience enhancements across its portfolio.