Alchemer Study Shares Findings from Its 2026 Hospitality Benchmarks Report

7/6/2026

Alchemer’s 2026 Hospitality Benchmarks report found that hotels and vacation rentals are increasingly serving different traveler segments as preferences diverge by generation. Based on a survey of more than 1,000 U.S. travelers, cleanliness emerged as the top priority for 63% of respondents, outweighing cost and value. Older travelers overwhelmingly preferred hotels for their consistency and trusted brands, while younger guests increasingly favored vacation rentals for greater space and privacy. Vacation rentals also outperformed hotels in guest loyalty, earning a higher Net Promoter Score. Gen Z proved the hardest group to satisfy, reporting more issues and lower likelihood of returning. The study also found that online reviews strongly influence booking decisions, particularly among travelers aged 30 to 44, while many guests felt businesses failed to act visibly on customer feedback, highlighting opportunities to improve loyalty and satisfaction.

Lodging Magazine (07/01/26)