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Roughly three out of four business travelers prefer hotels with unique facilities or themes, but most still value reliability and consistency from known brands.
Brand loyalty isn’t dead—but sameness is a liability. To win bookings, hospitality groups must deliver reliable service standards and curated experiences that feel distinct, local, and fresh. Generic design and service experience content won’t convert this high-frequency traveler.
Quote from the Tribe:
“If a boutique hotel or even a popular independent brand I’ve not stayed with before offers a better vibe or a more local experience, I’ll book it. I want my trip to feel a little less... generic.”
- Spain-based business traveler - 14 professional trips per year.
Commercial Takeaway:
Highlight your most distinctive attributes in pre-booking or discovery channels: unique design, hyperlocal partnerships, culturally relevant service touchpoints.
Market your trust credentials second—after the story that sets you apart.
Message us to discuss how your approach compares.
About the MODIV Tribes Series
Since 2022, MODIV’s always-on Mindset® study has engaged more than 48,000 frequent travelers across 25 countries. Our mission: decode the why behind traveler behavior—so travel and hospitality brands can act smarter, faster, and with greater commercial precision.
Our Tribes series distills what hospitality leaders need to know—direct from the source. Each quarter, we engage Business Travelers, Luxury Travelers, Zillennials, and Meeting Planners through our proprietary Mindset® study, then translate what we hear into strategic insights you can use.
This isn't one-and-done research. Each week, we go back to a tribe to test sharper questions based on what you tell us you need to know. Got a question you want answered? We invite you to add your voice in the comments or reach out directly.
About the Business Travel Tribe
This study reflects insights from a blended qualitative and quantitative session with 152 travelers across 15 countries, all of whom take 6+ annual business trips requiring flights and hotels. Participants represent a diverse mix of industries, company sizes, job levels, and travel policy types.
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