Alchemer Study: Vacation Rentals Surpass Hotels in Guest Loyalty as Traveler Preferences Shift Across Generations

New research finds cleanliness is the top driver of guest satisfaction, while generational preferences are redefining where travelers choose to stay

LOUISVILLE, Colo.--(BUSINESS WIRE)--Hotels and vacation rentals aren't competing on the same playing field anymore. According to Alchemer's new 2026 Hospitality Benchmarks: Hotels vs. Vacation Rentals report, guest expectations are increasingly divided by generation, creating new challenges and opportunities for hospitality brands.

Based on a survey of 1,014 U.S. travelers, including 540 recent hotel guests and 474 recent vacation rental guests, the report examines what drives booking decisions, guest satisfaction and long-term loyalty across both lodging segments.

Among the research report's key findings, 63% of travelers say cleanliness is the single most important factor in their stay, well ahead of cost and value (44.8%), making it the top driver of satisfaction and the primary reason for guest complaints. At the same time, traveler preferences are splitting by generation. Nearly 64% of travelers age 61 and older plan to book mostly hotels over the next year, while travelers under 30 increasingly favor vacation rentals. The findings suggest 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, CMO 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.”

The report also found:

• Vacation rentals lead hotels in guest loyalty, earning a Net Promoter Score (NPS) of 50.9, compared to 41.8 for hotels.
• Gen Z is hospitality’s toughest guest. Younger travelers report more problems during their stay, are less likely to return and are quicker to voice dissatisfaction when expectations aren't met.
• 87% of travelers ages 30 to 44 read online reviews before booking, making reputation management an increasingly important competitive advantage.
• Closing the feedback loop remains a missed opportunity. While guests are willing to provide feedback, only about one in five say they've seen a visible improvement in response to their reviews.

The research highlights a growing divide in how travelers evaluate lodging experiences. Older travelers continue to gravitate toward hotels for their consistency and established brands, while younger travelers increasingly favor 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.

The 2026 Hospitality Benchmarks: Hotels vs. Vacation Rentals report is available for download here.

About the Research

Alchemer’s Research Solutions team surveyed 1,014 U.S. travelers, including 540 recent hotel guests and 474 recent vacation rental guests. Respondents were almost equal across four age groups: 18- to 29-year-olds (210 responses), 30- to 44-year-olds (269 responses), 45- to 60-year-olds (269 responses), and 61-year-olds and older (266 responses). Responses were also evenly split by gender, with 47% identifying as female and 52% as male.

About Alchemer

Alchemer empowers customers to do more with feedback. Alchemer’s customer feedback and intelligence platform helps customer-obsessed teams at 11,000 organizations to turn every signal — surveys, in-app feedback, reviews, social, and listings — into decisions and action. Purpose-built AI that closes the gap from asking to outcome. Founded in 2006, Alchemer is a KKR portfolio company. For more information, visit www.alchemer.com.