Why trust has become a critical asset for hotel industry marketers

Rather than identifying a single formula for success, the study found that different factors matter more in different contexts. Tourism businesses often invest heavily in improving guest experiences, but the findings show that not all investments deliver the same value in every setting. 

“What works for a luxury hotel may not work for a ‘green’ hotel, and what appeals to younger travellers may differ from what influences more experienced guests,” comments Dr Haroon Iqbal Maseeh, Senior Lecturer in Marketing at the university. 

The research found that hotel design plays a particularly important role in environmentally focused (green) hotels, where guests expect sustainability values to be reflected in the physical environment. However, the influence of design has weakened since the pandemic, suggesting travellers now place greater emphasis on other considerations. 

Service and food quality were found to be especially important for conventional hotels, particularly among student travellers and in Asia-Pacific markets. Amenities such as recreational facilities and convenience services have also become increasingly influential in the post-pandemic era, especially for luxury hotels and mature travellers.

Tailor strategies to specific customer segments 

These findings highlight the importance of tailoring business strategies to specific customer segments rather than relying on broad assumptions. 

“Managers often face difficult decisions about where to allocate limited resources. Our research provides evidence to help tourism operators prioritise investments that are most likely to influence customer choice in their particular market,” says Maseeh. 

The study also revealed that price is less important for guests choosing green hotels, indicating that environmentally conscious travellers may be willing to pay more for accommodation that aligns with their values.  

Meanwhile, sustainable practices were found to be more influential in the Americas than in other regions, suggesting that sustainability messaging should be tailored to different international audiences.

Perhaps most significantly, the research identified a major shift in traveller priorities since the pandemic. Reputation and trust, once relatively modest influences on hotel choice, have become some of the strongest predictors of patronage. 

“In an environment where travellers are more aware of risk and uncertainty, trust has become a critical asset. Businesses that communicate transparently, manage their reputations effectively and build strong customer relationships are likely to be better positioned to attract and retain guests,” Maseeh explains. 

According to Griffith University, the findings provide valuable guidance for tourism and hospitality marketers seeking to remain competitive in a rapidly evolving market, demonstrating that successful strategies depend not only on what businesses offer, but also on understanding when and where those offerings matter most. 

You can find out more about the research here.