Value-focused travelers are redefining hospitality preferences amid economic pressures
Oct 9, 2025
A new survey of 5,000 European travellers finds that budget hotels are outperforming premium properties in both guest volume and satisfaction, as travellers increasingly prioritise affordability and value over luxury.
Key takeaways
- Resilient performance: Budget hotels are maintaining strong demand despite broader economic challenges across Europe.
- Shift in perception: 39% of travellers see less value in premium hotels, while nearly a third describe budget stays as “a great experience.”
- Affordability first: 87% of respondents spend under €120 per night, underscoring price sensitivity even among business travellers.
- Cleanliness as a baseline: 81% of travellers cite cleanliness as essential, showing that hygiene remains non-negotiable regardless of price point.
- Regional nuances: German guests value food quality most, while Italian and French travellers emphasise service — revealing varied cultural priorities.
- Strategic takeaway: Budget hotels that deliver consistent quality and localised experiences are well-positioned to capture Europe’s increasingly value-driven travel market.
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