Travel inspiration might start on Instagram or TikTok, but when it comes time to book, travelers shift from dreaming to deciding. In 2026, that decision-making process is laser-focused on practical priorities that help travelers feel confident, secure, and satisfied with their choice.
NB: This is an article from Travelboom Marketing
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The 2026 TravelBoom Leisure Travel Study reveals exactly what matters most at the moment of booking, and how hotels can adjust their messaging, product, and promotions to meet those expectations.
This year’s data reports that a hotel’s price, location, reviews, booking options, experiences, and sustainability are the top decision points for travelers. Read on to understand what this means for your property and what you can do about it.
1. Room Value and Price (76.6%)
No surprise here: Price still tops the list. But “price” doesn’t always mean the lowest rate. Today’s price-sensitive traveler is looking for perceived value: clear, honest pricing with no hidden fees and meaningful inclusions.
2. Hotel Location (71%)
Proximity to attractions, walkability, safety, and convenience continue to play a huge role. Travelers want a location that complements their plans and lifestyle.
3. Guest Reviews (51%)
Social proof is non-negotiable. Travelers rely on reviews not just to validate their decision – but to choose what to consider in the first place. A few negative reviews won’t kill a booking, but outdated or inconsistent reviews might.
4. Flexible Booking Options (29.4%)
In today’s world of rising costs and ever-changing plans, flexibility equals confidence. Rigid cancellation policies are a conversion killer. Flexible terms help reduce hesitation.
5. Unique Experiences or Amenities (20%)
With so many generic options available, travelers are drawn to hotels that offer something different such as rooftop yoga, local art, chef partnerships, curated tours, or design-forward rooms. Experience is the new luxury.
6. Sustainability Practices (12.4%)
While still emerging as a core decision factor, sustainability is becoming more influential – especially among Gen Z. The key is making it visible, credible, and convenient, not performative.
