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Story summary
- Choice Hotels International's survey shows travelers now prioritize trust, transparency, and loyalty rewards over price.
- Eighty-three percent of respondents view trust as essential for value.
- Sixty-four percent believe rewards enhance their hotel experience.
- Seventy-five percent value thoughtful gestures, such as good service, more than basic amenities.
- Hidden fees and inconsistent quality erode trust, which drives hotel brands to build trust and deliver consistent experiences to attract and retain guests.
