Stars lose influence in hotel selection
First point: The three main criteria for choosing a hotel remain unchanged: location, price, and e-reputation.
By contrast, guests are paying less attention to star ratings when they make their choice. They are now only 8% to use this indicator, compared with 16% in 2022. The end of an era? Yes.
It must be admitted that traveler ratings and reviews are far more consulted and taken into account. To enlighten you, Perrine Edelman, associate director of the firm, shares her analysis of the most telling data from the study. That said, do these allow us to imagine the future of the hospitality industry with certainty? For this expert, prudence is required: not really!
First point: The three main criteria for choosing a hotel remain unchanged: location, price, and e-reputation.
By contrast, guests are paying less attention to star ratings when they make their choice. They are now only 8% to use this indicator, compared with 16% in 2022. The end of an era? Yes.
It must be admitted that traveler ratings and reviews are far more consulted and taken into account. To enlighten you, Perrine Edelman, associate director of the firm, shares her analysis of the most telling data from the study. That said, do these allow us to imagine the future of the hospitality industry with certainty? For this expert, prudence is required: not really!
Word-of-mouth surprisingly no longer, or hardly, a factor in choice. While stars convinced 64% of European travelers in 2009, they weigh in at only 8% today, i.e., half as much as in 2022. Why? Mostly due to a lack of understanding of the references assigned to each range.Location, a caveat: generally, business travelers look for a hotel close to their meeting/workplace. While leisure travelers are more accepting of distance relative to their tourist activities.
Similarly, only 1% of respondents rely on a loyalty program and 1% on environmental labels and commitments in their criteria. A surprising finding given the growing environmental sensitivity!
We can also add that online platform filters have significantly expanded: you can find a wide range of amenities, booking conditions, as well as different types of accommodation (not only hotels) and profiles (pets allowed, couples or families, accessibility for disabled, LGBTQ, kid-friendly…).
We can also add that online platform filters have significantly expanded: you can find a wide range of amenities, booking conditions, as well as different types of accommodation (not only hotels) and profiles (pets allowed, couples or families, accessibility for disabled, LGBTQ, kid-friendly…).
Only 5% of hotel guests say they use AI in their hotel search
On the AI front, where do we stand? The 5% share is surprising, but it has probably evolved since the start of the year (the survey was conducted in February–March).
In any case, for now, if travelers use AI to organize their stays, it may still not be the preferred tool for searching for a hotel. It must be said that dethroning Booking and its peers is difficult, as their platforms are well designed for this search phase.
In any case, for now, if travelers use AI to organize their stays, it may still not be the preferred tool for searching for a hotel. It must be said that dethroning Booking and its peers is difficult, as their platforms are well designed for this search phase.
Reception and hospitality at the heart of the hotel industry
Rooms, the basics above all
But the hotel primarily sells rooms. What matters most in a room are the basics: cleanliness (for 60%), bedding (for 49%).
As for the importance of Wi-Fi, it is no longer a question for 96% of guests, who want in this order: power outlets at the head of the bed (88%), air conditioning (86%), and darkness through blackout curtains (82%).
Note also that 68% of guests dislike having the bathroom open to the bedroom, a layout that has been fashionable in recent years but has reached its limits.
As for the importance of Wi-Fi, it is no longer a question for 96% of guests, who want in this order: power outlets at the head of the bed (88%), air conditioning (86%), and darkness through blackout curtains (82%).
Note also that 68% of guests dislike having the bathroom open to the bedroom, a layout that has been fashionable in recent years but has reached its limits.
Spa & well-being, an amenity that high-end clientele have grown to love
Finally, note that 34% of luxury hotel guests regard the presence of a spa as essential (compared to 21% in 2022) and 15% of them frequently book massages and other treatments (vs 2% in 2022). Well-being is no longer exclusive to the luxury segment. It has become commonplace.
More broadly, the wellness market is in full expansion. According to GWI data: 60% of global health expenditures are now devoted to well-being. This wellness boom can be explained by several factors: individual health responsibility following the Covid shock, the rise of psychological, emotional, and mental distress (mental health expenditures represent 28 billion euros for health insurance and the leading cause of long-term sickness absence).
As the population ages, it drives societal and cultural transformations that place well-being at the center of our concerns. We should eat better, sleep better, breathe better, work differently, travel differently…
More broadly, the wellness market is in full expansion. According to GWI data: 60% of global health expenditures are now devoted to well-being. This wellness boom can be explained by several factors: individual health responsibility following the Covid shock, the rise of psychological, emotional, and mental distress (mental health expenditures represent 28 billion euros for health insurance and the leading cause of long-term sickness absence).
As the population ages, it drives societal and cultural transformations that place well-being at the center of our concerns. We should eat better, sleep better, breathe better, work differently, travel differently…
Journalist, consultant, speaker, Josette Sicsic has been observing the world’s mutations for over 25 years to analyze their consequences for the tourism sector.
After developing Touriscopie for more than 20 years, she remains at the forefront of current events where she decodes the present to forecast the future. On the site www.tourmag.com, in the Futuroscopy section, she publishes several times a week forward-looking and analytical articles.
Contact: 06 14 47 99 04
Email: [email protected]
After developing Touriscopie for more than 20 years, she remains at the forefront of current events where she decodes the present to forecast the future. On the site www.tourmag.com, in the Futuroscopy section, she publishes several times a week forward-looking and analytical articles.
Contact: 06 14 47 99 04
Email: [email protected]
Published by Laurent Guéna 
