Hotel Guest Loyalty in the Age of Price Transparency
Albert BarraMarch 18, 2026 · 1 min read
It is contradictory to see the differing views that exist on guest loyalty and the influence that price variations—whether increases or reductions—have on such guests.
In my view, we are facing a new generation of guests. A new generation with ever-greater access to information and, therefore, higher expectations.
The level of expectation is no longer inherent solely in their demands of the product, but also in how much they are willing to pay for it.
Let us say that information is public, and that a guest’s ability to interact not only with the hotel itself, but also with other guests staying at the same hotel, learn their opinions, engage with intermediaries, product aggregators, and so on, greatly affects their level of loyalty to the hotel.
While saying that loyalty does not exist may be somewhat radical, it is true that loyalty is rather subjective nowadays, as it depends on too many external factors that are difficult for the hotel to control.
What is left for us? What can we do to regain control of the guest?
The level of expectation is no longer inherent solely in their demands of the product, but also in how much they are willing to pay for it.
Let us say that information is public, and that a guest’s ability to interact not only with the hotel itself, but also with other guests staying at the same hotel, learn their opinions, engage with intermediaries, product aggregators, and so on, greatly affects their level of loyalty to the hotel.
While saying that loyalty does not exist may be somewhat radical, it is true that loyalty is rather subjective nowadays, as it depends on too many external factors that are difficult for the hotel to control.
What is left for us? What can we do to regain control of the guest?