Distinctive beats familiar when the stay tells a better story.
Familiarity used to be the dominant currency in business travel. But now? Distinctiveness is catching up. A growing share of corporate travelers are exploring boutique brands, lifestyle properties, and non-traditional lodging.
Yes, corporate policies still drive many decisions, but our research shows nearly 30% of business travelers say they’ve recently gone off-program to book a place that felt better suited to their needs. That might mean better wellness amenities, a smarter location, or a hotel that feels more connected to the city it is in.
The power of loyalty programs appears to be taking a hit here as well. Business travelers are favoring brands that make them feel understood. If a lesser-known brand delivers that, they’ll make the switch, with or without status and points potential.
Quote from the Tribe:
“No, I’m not downgrading, just more selective about hotel choices since I’ve been doing more personal stuff when I’m on the road.”
South Africa-based business traveler - 14 professional trips per year.
Commercial Takeaway
Business travelers are willing to step outside the program if a property feels more personal, distinctive, and aligned with their lifestyle. Find ways to position your brand to deliver both: reliability where it matters and individuality where it counts. Travelers need to view their hotels not just as a place to sleep, but as an experience worth bending the rules for, if they had to.
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 quarter, 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.