Perhaps a testament to why chain hotels are so popular in the US, a survey by Booking.com has found that almost three-quarters (74%) of travelers in the US planned to stay in accommodation they had previously enjoyed in 2024, a much higher share than in major European destinations.
Many travelers find comfort in familiarity, and this is often the appeal of a chain. According to Statista’s Consumer Insights, 37% of US consumers said that they rely on brands they know and trust when booking hotels. This is good news for chains with a nationwide and even international presence that can offer the same style, amenities, and standard of service, reassuring guests they will receive a similar experience each time. However, for independent properties, this presents a formidable challenge when it comes to customer acquisition and retention.
