Hotel selection criteria unchanged

Perrine Eldeman, associate director of the firm, notes that the three main criteria for choosing a hotel remain unchanged: location, price and e-reputation. However, customers are increasingly less interested in hotel stars when making their selection.

Hotel stars lose relevance

Only 8% of customers use hotel stars as an indicator when choosing a hotel, compared to 16% in 2022. Eldeman emphasizes that traveler ratings and reviews are much more consulted and taken into account. She cautions that these data do not allow for certainty about the future of the hotel industry.

Word of mouth no longer key

She states that word of mouth no longer constitutes or barely constitutes a factor of choice. While stars still convinced 64% of European travelers in 2009, they now weigh only 8%, or half as much as in 2022. This shift is attributed to a lack of awareness of the standards assigned to each category.

Location remains important

Location remains a significant factor, with business travelers seeking hotels near their workplace and leisure travelers accepting more distance in relation to their tourist activities. Only 1% of those surveyed trust the loyalty program and 1% the environmental labels and commitments in their choice criteria.

Online platforms offer more filters

Filters on online platforms have been greatly enriched, allowing users to find a wide range of equipment, booking conditions, accommodation typologies (not only hotels) and profiles (pets allowed, travel in couples or families, accessibility for people with disabilities, LGBTQ, Kid friendly).

AI use in hotel search is low

Only 5% of hotel customers say they use AI in their hotel search. While AI is used to organize stays, it may not yet be the preferred tool for searching for a hotel. Booking and its counterparts remain dominant due to their well-designed platforms.

Direct booking on the rise

Regarding direct booking, 66% of customers book via OTAs, a share that has not increased since the last survey. However, hoteliers have professionalized online: more valorizing sites, smoother booking engines and more ergonomic and secure platforms.

Physical reception still preferred

Physical reception still has a bright future: 58% of travelers prefer check-in procedures carried out by a receptionist, regardless of age and hotel range. 44% of customers who book directly with the hotel do so by phone, mainly older customer groups.

Room features matter most

Rooms remain central, with cleanliness (60%) and bedding (49%) being the most important factors. WiFi is no longer a novelty for 96% of customers, who prioritize power outlets at the head of the bed (88%), air conditioning (86%) and darkness by blackout system (82%).

Spa and well-being gain importance

Spa and well-being facilities are increasingly important, with 34% of high-end hotel customers considering the presence of a spa indispensable (compared to 21% in 2022). Well-being is no longer the privilege of luxury but has become commonplace. According to GWI data, 60% of global health expenditures are now devoted to well-being.