We encounter many taboo subjects in life, and arranged marriage is certainly one of them. Unlike a marriage for love, an arranged marriage is entered into with the intention of securing the greatest possible benefit for the spouses, but also for everyone involved in the process, from relatives, registrars, restaurants and florists to singers and everyone else.

The process of choosing a hotel unfolds in much the same way. When a hotel is chosen, those who primarily expect to benefit are the guests and their hosts, the hotel; sales intermediaries, such as agencies, booking.com and similar businesses; the hotel’s suppliers; and the local community, which gives the destination its authentic character and enriches it with a local offer.

In this article, we will try to explain as clearly as possible how the process of choosing a hotel works and what has the greatest influence on that choice.

Based on my experience of working in tourism, I believe that people first and foremost have different preferences for types of tourism. Some prefer sightseeing, health, party or sports tourism, for example, while others want to enjoy clean, unspoilt nature and are popularly referred to as Robinson Crusoe tourists.

Once the type of holiday has been chosen, the next step is to choose a destination. If we set aside the current restrictions and guidance relating to COVID-19, I believe that a destination’s image, in other words the way it is branded, has the greatest influence on the choice, while price competitiveness and transport connections also play a major part.

After the destination has been chosen, the process of selecting a hotel within it begins, depending on the sales channel through which the guest wishes to book.

If a guest wants to book a hotel through booking.com or similar online sales channels, ratings and the way the hotel is presented — descriptions, photographs and responses to comments — play a key role, as does the money invested in the positioning of the listing itself. A hotel’s membership of a well-known international chain also has a major influence on the choice, as it guarantees guests the same service at any hotel in that chain, anywhere in the world, whether Radisson, Hilton or another brand. Belonging to a hotel chain also carries certain costs, which is certainly one reason why not every hotel is part of a well-known international chain.

If a guest wants to book a hotel through a travel agency, the key “opinion maker” is the agency employee. This is primarily because the agency has contracts with different hotels, with different commissions, and it is a matter of simple economic logic to favour the hotel offering a higher commission. Weddings, school trips, outings for pensioners and trade union members, MICE tourism and various sporting and musical events also most often reach hotels through different agencies.

If a guest wants to contact a hotel directly, this is a sign that the hotel has done an excellent job. Either the guest has already stayed there or someone has told them about their experience of staying at that hotel. It may also be the result of perfectly executed hotel advertising, which nowadays focuses mostly on Google advertising and social media advertising, although advertising at trade fairs, on television, in specialist magazines and outdoors should not be overlooked. Contacting the hotel directly is a win-win situation for both the hotelier, who does not pay an intermediary’s commission, and the guest, who may receive a suitable discount or special booking terms.

So-called “walk-in” guests arrive at reception without a reservation. The most common reasons are overbooking elsewhere, returning late from a night out or simply a refusal to make any kind of commitment in advance.

In my view, the key factors that generally have the greatest influence on hotel choice at present depend on guests’ spending power. This means that guests on a low budget will always choose a cheaper hotel, while wealthier guests choose a higher-quality, more expensive hotel.

Today’s standards, such as spacious and functional accommodation in rooms or apartments, food and beverage outlets, a spa and wellness centre, a sports centre, an entertainment programme, secure parking and additional facilities such as a casino, marina, excursions and activities outside the hotel, are necessary for basic competitiveness. What truly makes the difference, however, is the level of service and the experience the hotel delivers to its guests.

It is important to point out that there are always standards driven by current trends that absolutely must be followed, and the most important standard at present concerns safety in relation to COVID-19. This is the absolute top priority in protecting both guests and hotel employees.

I would also mention the growing popularity of “adults-only” destinations and the importance of environmental trends relating to renewable energy sources, waste recycling and the provision of electric vehicle charging points.

From all the above, we can conclude that it is a very long journey from choosing the type of holiday, the destination, the sales channel and a hotel within that destination to finally arriving at reception.

Unfortunately, it turns out that entering an arranged marriage is much easier than securing just one additional overnight stay.