What really drives tourists to choose a hotel? New global study reveals the answer

Why do travelers choose one hotel over another, and what makes them return?

New research from Dr. Haroon Iqbal Maseeh, senior lecturer in marketing at Griffith University’s Department of Tourism and Marketing, has uncovered important insights into the factors that drive tourist patronage and how those influences vary across different markets, hotel types and traveler groups.

Drawing on a meta-analysis of 37 studies involving more than 26,000 individuals across 18 countries, the research examined the relative importance of factors such as design, service and food quality, amenities, price, customer satisfaction, sustainable practices, reputation and trust.

Rather than identifying a single formula for success, the study found that different factors matter more in different contexts. Tourism businesses often invest heavily in improving guest experiences, but the findings show that not all investments deliver the same value in every setting. According to Maseeh:

“What works for a luxury hotel may not work for a green hotel, and what appeals to younger travelers may differ from what influences more experienced guests.”

The research found that hotel design plays a particularly important role in environmentally focused or “green” hotels, where guests expect sustainability values to be reflected in the physical environment. However, the influence of design has weakened since the COVID-19 pandemic, suggesting travelers now place greater emphasis on other considerations.

Service and food quality were found to be especially important for conventional hotels, particularly among student travelers and in Asia-Pacific markets. Amenities such as recreational facilities and convenience services have also become increasingly influential in the post-pandemic era, especially for luxury hotels and mature travelers.

These findings highlight the importance of tailoring business strategies to specific customer segments rather than relying on broad assumptions.

“Managers often face difficult decisions about where to allocate limited resources. Our research provides evidence to help tourism operators prioritize investments that are most likely to influence customer choice in their particular market.”

The study also revealed that price is less important for guests choosing green hotels, indicating that environmentally conscious travelers may be willing to pay more for accommodations that align with their values. Meanwhile, sustainable practices were found to be more influential in the Americas than in other regions, suggesting that sustainability messaging should be tailored to different international audiences.

Perhaps most significantly, the research identified a major shift in traveler priorities since COVID-19. Reputation and trust, once relatively modest influences on hotel choice, have become some of the strongest predictors of patronage.

“In an environment where travelers are more aware of risk and uncertainty, trust has become a critical asset. Businesses that communicate transparently, manage their reputations effectively and build strong customer relationships are likely to be better positioned to attract and retain guests.”

The findings provide valuable guidance for tourism and hospitality operators seeking to remain competitive in a rapidly evolving market, demonstrating that successful strategies depend not only on what businesses offer but also on understanding when and where those offerings matter most.

Read the full summary of findings here.

Who’s behind this story?

Swati Mestri

Swati Mestri holds a bachelor’s degree in Electronics Engineering and has worked as a content editor since 2019. She has experience editing research documents across technology, health care, and materials science, and has a particular interest in technology and space.

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Andrew Zinin

Master’s in physics with research experience. Long-time science news enthusiast. Plays key role in Science X’s editorial success.

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