How Hotel Guests Choose Where to Stay (and How to Influence Their Decision in 2025)

With so many hotel options available, guests today don't just book; they evaluate, compare, and decide based on a complex set of priorities. In 2025, understanding how and why customers choose a hotel isn't just helpful; it's a competitive advantage.

Data-driven insights into guest behavior help hoteliers tailor their marketing, services, and online presence to meet the needs of their ideal guests. The more closely your offering aligns with what guests are searching for, the more likely they are to book your property.

Let’s explore the key decision-making factors guests consider when choosing a hotel and what your property can do to stand out.

1. Reviews and Reputation: Social Proof Still Wins

More than 90% of travelers read online reviews before booking. Today, reviews don't just live on TripAdvisor—they’re embedded in Google, Instagram, Booking.com, and even AI-generated summaries. Google’s AI Overviews now pull review sentiment into their hotel listings, making high ratings more visible and crucial than ever.

What to do:

• Encourage satisfied guests to leave reviews on multiple platforms.
  
  
• Respond to both positive and negative reviews. Showing that you care builds trust.
  
  
• Highlight key reviews in your marketing, especially those that mention standout amenities or experiences.
  
  

2. Hotel Facilities: Show, Don’t Just List

Today’s travelers are searching with intention. They want to know not just what you offer, but how it suits their needs—whether they’re traveling for business, with kids, or solo.

Must-haves in 2025:

• High-speed, reliable Wi-Fi
  
  
• Workspace amenities or meeting spaces
  
  
• Family-friendly perks like babysitting, kids’ menus, or quiet zones
  
  
• Sustainable operations and wellness options (filtered water, local organic food, yoga space)
  
  

Pro Tip: Virtual tours and high-quality visuals help guests preview spaces before arrival, and they also boost your visibility in Google Search and AI Overviews.

3. Unique Experiences: Go Beyond the Room

Guests crave more than a place to sleep—they want memorable moments. Whether it’s rooftop cocktails, guided city tours, or immersive local partnerships, the hotels that provide distinct experiences build stronger emotional connections.

Stand out with:

• Curated experiences unique to your destination
  
  
• Local partnerships (e.g., chef-led dinners, museum packages)
  
  
• Tech-forward tools like AR/VR tours or immersive booking journeys
  
  

Unique experiences also make great content—fuel for both organic search and social engagement.

4. Brand Trust: Emotion Drives Loyalty

Travelers are more discerning than ever, especially in a digital world where trust is easily broken. Transparency, consistency, and emotional connection build loyalty.

Build trust by:

• Sharing behind-the-scenes content about your team and values
  
  
• Being transparent about pricing, fees, and policies
  
  
• Using first-party data to personalize communications without crossing privacy lines
  
  
• Emphasizing sustainability efforts or certifications (Green Key, LEED, EarthCheck, etc.)
  
  

Positive experiences are powerful—guests who feel emotionally connected to a hotel are more likely to return and refer others.

5. Location: Make It Easy and Meaningful

Location has always mattered, but now it’s about context. Guests want to understand how your location serves their trip goals. Is it walkable? Near transit? Close to must-see attractions or business hubs?

Address these in your content:

• Proximity to key landmarks (airports, museums, districts)
  
  
• Local tips or itineraries for different traveler types
  
  
• Embedded Google Maps and neighborhood guides
  
  
• Accessibility info (for both mobility and transportation ease)
  
  

AI-generated travel suggestions now often include local guides. Be the hotel that offers that info first.

6. Personalized Marketing: Speak to the Right People

Marketing in 2025 is hyper-personalized. Travelers want to feel like you see them. That means segmenting your audiences and tailoring your messaging—no more one-size-fits-all.

Create content for key personas, such as:

• Business travelers looking for fast check-in and quiet spaces
  
  
• Families seeking space, safety, and kid-friendly dining
  
  
• Eco-conscious guests prioritizing low-impact stays
  
  
• Solo travelers drawn to social areas and curated events
  
  

Use AI-powered CRM tools to send timely, relevant offers. Personalization increases engagement and conversion and is favored in email previews and Google’s AI-powered recommendations.

7. Cleanliness and Safety: Still Essential

While COVID is no longer front-page news, hygiene and safety protocols remain paramount. Travelers want peace of mind that your rooms and shared spaces are clean and well-maintained.

What helps:

• Guest reviews that mention cleanliness
  
  
• Visuals showing sparkling, well-kept rooms
  
  
• Mention of air purification, contactless check-in, and 24/7 support
  
  

These basics are still make-or-break factors for first-time bookings.

The Hotel Decision Checklist for 2025

Here’s what matters most to travelers when choosing a hotel:

• Positive reviews and reputation
• Facilities that match their needs
• Experiences that feel personal and special
• A brand they can trust
• A location that works with their itinerary
• Personalized messaging and offers
• A visible focus on cleanliness and guest care

If you’re a hotelier looking to optimize your digital presence and drive more direct bookings, we’re here to help.

As a hotel marketing agency, we specialize in making your property stand out across platforms—search engines, social media, and AI-powered tools alike.

Let’s bring your hotel to the guests who are already looking for exactly what you offer.