83% of Travelers Cite Trust as Value Driver; Choice Hotels Adds Elite Status After Five Nights
Choice Hotels research finds 83% of respondents say trust is crucial to hotel value, while 64% cite rewards and 75% cite small gestures as key drivers of satisfaction. The company enhanced its Choice Privileges program in January, granting elite status after five nights and milestone rewards every five qualifying nights.
1. Survey Findings
Choice Hotels survey shows 83% of respondents deem trust essential for hotel value, 64% say rewards enhance value, 73% seek a dependable balance of comfort, consistency and cost, and 75% prioritize thoughtful service gestures over basic amenities.
2. Loyalty Program Enhancements
In January the company updated its Choice Privileges loyalty program to grant elite status after five nights and award bonus points or gift cards every five qualifying nights, aiming to accelerate member benefits and reinforce guest recognition.
3. Potential Impact
By emphasizing transparency, consistent brand standards and enhanced rewards, Choice Hotels aims to boost guest retention and occupancy rates, potentially driving higher revenue per available room and strengthening franchisee returns.