LOUISVILLE, Colorado—Alchemer shared its new 2026 Hospitality Benchmarks: Hotels vs. Vacation Rentals report, which found that hotels and vacation rentals aren’t competing on the same playing field anymore, as guest expectations are increasingly divided by generation.
Based on a survey of 1,014 U.S. travelers, including 540 recent hotel guests and 474 recent vacation rental guests, the report examined what drives booking decisions, guest satisfaction, and long-term loyalty across both lodging segments.
Among the research report’s key findings, 63 percent of travelers said that cleanliness is the single most important factor in their stay, well ahead of cost and value (44.8 percent), making it the top driver of satisfaction and the primary reason for guest complaints. At the same time, the report showed that traveler preferences are splitting by generation.
Nearly 64 percent of travelers age 61 and older said they plan to book mostly hotels over the next year, while travelers under 30 increasingly favored vacation rentals. The findings suggested that while hotels continue to benefit from familiarity and brand trust, younger travelers are placing greater value on space and privacy.
“The hospitality industry has never had more access to guest feedback than it does today,” said Bo Bandy, chief marketing officer of Alchemer. “This research makes it clear that if hotels want to win business away from vacation rentals, they need to listen, respond, and make visible improvements that align with customer feedback, generational expectations, and unique guest experiences for each audience.”
Additional Findings
The report also found that:
- Vacation rentals led hotels in guest loyalty, earning a Net Promoter Score (NPS) of 50.9, compared to 41.8 for hotels.
- Gen Z was hospitality’s toughest guest. Younger travelers reported more problems during their stay, were less likely to return, and were quicker to voice dissatisfaction when expectations aren’t met.
- 87 percent of travelers ages 30 to 44 read online reviews before booking, making reputation management an increasingly important competitive advantage.
- Closing the feedback loop remained a missed opportunity. While guests were willing to provide feedback, only about one in five said they’ve seen a visible improvement in response to their reviews.
The research highlighted a growing divide in how travelers evaluate lodging experiences. Older travelers continued to gravitate toward hotels for their consistency and established brands, while younger travelers increasingly favored vacation rentals that offer a “home away from home” feel. However, both groups want businesses to listen to feedback and use it to improve future stays.
