How Customer Values Influence Hotel Choice: Insights from Amazon Ads

I have closely followed Amazon Ads’ "Higher Impact 2023: The Power of Purpose-Driven Brands" study to better understand how customer values influence preference for certain brands. In a context of economic challenges, the relevance of these insights is more crucial than ever. As inflation rises, consumers are becoming more mindful of their spending, but Amazon data reveals that they still prefer to support brands aligned with their values. Although spending efficiency is a priority, a high percentage (70%) still chooses hotels that contribute to causes that matter to them.

Geographical and Generational Priorities in Hospitality

Key concerns vary by geography and generation. While health and access to healthcare are global priorities, customers show greater concern for health. Across generations, Generation Z stands out for the importance it places on social causes, while other generations prioritise health and the economy.

Building Hotel Trust: Beyond Economic Value

Trust becomes a crucial element in a market where consumers choose hotels based on values. The hotel-guest relationship is strengthened through value for money, competitive rates, quality products and services, and consistency and reliability in the offering.

Sustainability and Ethics: Key Factors in Hotel Preference

Social and ethical responsibility play an important role. Fatigue with the lack of corporate environmental responsibility is evident, with 52% willing to pay more for a sustainable stay. The data suggests that sustainability and ethics are essential considerations in winning guest preference. Increasingly, consumers are becoming aware of the importance of choosing establishments that are environmentally responsible and promote ethical practices in their operations. The depletion of natural resources and current environmental issues are evident, and consumers are increasingly concerned about the impact their purchasing decisions may have on the planet. For this reason, a recent study revealed that 52% of people would be willing to pay more for a stay at a sustainable hotel. This clearly indicates that sustainability has become a decisive factor when choosing a hotel. Consumers are willing to spend more if it means supporting an establishment committed to environmentally responsible practices. But sustainability is not the only important factor. Ethics also play a fundamental role in guest preference. Consumers are looking for hotels that operate ethically, treat their employees fairly, respect human rights, and engage in social and community initiatives. The data suggests that sustainability and ethics are essential considerations in winning guest preference. Hotels that can demonstrate their commitment to these values will have greater opportunities to attract and retain consumers concerned about the environment and ethical issues. Ultimately, sustainability and ethics have become key factors in hotel preference. Consumers are willing to pay more for a sustainable stay and view positively those establishments that promote ethical practices. Hotels that can adapt to these demands will have greater opportunities for success in a market that is increasingly aware of and committed to caring for the planet and society.

Diversity, Equity and Inclusion (DEI): Actions, Not Just Words in Hospitality

Authenticity is key in DEI matters. More than 70% of guests believe hotels must back up their words with tangible action on DEI issues. Generation Z, in particular, expects genuine commitment and the integration of diversity into the core service offering. In the hotel industry, diversity, equity and inclusion (DEI) have ceased to be merely abstract concepts and have become fundamental pillars that hotels must address actively and tangibly. It is no longer enough simply to talk about the importance of diversity and inclusion; guests now demand concrete actions that support those words. Hotels must go beyond verbal statements and demonstrate their commitment to diversity, equity and inclusion through tangible actions. This means that hotels must implement policies and practices that promote equal opportunities and the inclusion of all people, regardless of ethnic background, gender, sexual orientation, religion or disability. In particular, Generation Z, which represents a significant share of consumers in the hotel industry, expects genuine commitment from hotels on DEI issues. This generation values authenticity and seeks establishments that incorporate diversity into their core service offering. For them, it is not enough to have inclusion statements on a website or in advertising; they expect to see real and meaningful representation of diverse people at every level of the organisation, from senior leadership to service staff. Hotels must ensure that their workforce reflects the diversity of their guests and society at large. This means implementing inclusive hiring policies, promoting diversity in staff training and development, and fostering an inclusive workplace where every voice is valued and respected. In addition, hotels must adapt their service offering to be inclusive and accessible to everyone. This includes providing adapted rooms for people with disabilities, offering food and beverage options that cater to different preferences and dietary restrictions, and providing translation and assistance services for guests who do not speak the local language. In a world where guest values are decisive, authenticity becomes the key to guest loyalty. Building a strong relationship with customers means not only offering amenities, but also demonstrating authenticity by aligning with their values.