According to a new study from Expedia Group and Unabashed Research, price and guest ratings carry more weight than brand value as key attributes to hotel property selection.

The importance of price is nothing revolutionary. Consumers prioritize value above all else when allocating their travel budgets.

However, the role of guest ratings as a factor in hotel selection caught our attention. The study revealed that there is a 72% chance that a traveler would pay more for a hotel with higher guest ratings, versus solely selecting a hotel by brand.

Downlaod: The Big Decision - How travelers choose where to stay