Today’s Guest Perception of Value in Hotel Visits: Safety Plays a Role

In today’s hyper-competitive hospitality landscape, guest expectations have shifted beyond luxury amenities and stellar service. More than ever, safety is a central pillar of perceived value during hotel stays. Whether traveling for business or leisure, guests now evaluate their overall experience through the lens of personal well-being, security, and trust in hotel operations. According to an interview in Hotel Management with Andrea Stokes from JD Power, their recent "Study data shows improvement in perceptions of value for room rates paid," yet "hoteliers need to be vigilant about monitoring guest expectations and delivering a stay experience that meets or exceeds those expectations."

An audit reveals what guests do not see, but we do. Fix it today!

The New Definition of Value

Traditionally, “value” in a hotel visit was measured by the balance of price, comfort, and convenience. Today, however, a visibly strong safety culture has become an essential and often non-negotiable part of that value equation. Guests want to feel that their health and security are priorities, not just afterthoughts.

Safety as a Competitive Advantage

From touchless check-ins and air quality monitoring to trained staff who respond professionally to safety concerns, hotels that highlight proactive safety protocols signal a commitment to guest care. This enhances not only guest satisfaction but brand loyalty. In a saturated market, peace of mind is a key differentiator.

Perception is Shaped by Visibility

Guests can’t evaluate what they can’t see. That’s why visible safety efforts, such as posted hygiene practices, emergency information, staff wearing proper PPE when appropriate, and well-maintained public areas, go a long way in shaping positive perceptions. A hotel’s ability to communicate and demonstrate safety reinforces trust.

Employee Training Impacts Guest Confidence

Well-trained staff are essential. When team members are confident in safety procedures and empowered to act, it creates a sense of preparedness and professionalism that guests notice. Poor communication or slow responses to safety incidents can quickly damage perceptions and reviews.

The same audit reveals a current problem. Fix it when?

Final Thought: Safety IS Service

In today’s environment, safety is no longer separate from service—it is service. Hotels that embrace this perspective not only protect their guests and teams but also elevate their overall value proposition. When guests feel safe, they relax. When they relax, they return.

Building a Safety Program That Sets the Gold Standard from B1C Solutions

How does B1C Solutions help hoteliers go from good to exceptional?

1. Comprehensive Safety Audits

Identify hazards in real-world guest scenarios: lighting, slip/trip zones, aging infrastructure, fire safety, etc. Leverage technology - sensors, mobile audits, and analytics to quantify and track risk.

2. Protective Maintenance Strategies

Align safety checks with routine refurbishments.

Data-driven prompts prevent issues from escalating - no surprise guest complaints.

3. Staff Training & Empowerment

Train employees to recognize hazards, respond to incidents, and communicate effectively.

Empower staff to escalate issues and build a culture of proactive safety.

4. Guest-Facing Safety Assurance

Visible safety measures - clean signage, well-lit routes, regular checks - build confidence.

Communicate protocols clearly (e.g., posted inspection checklists, digital updates).

5. Performance Analytics & Continuous Improvement

Collect guest and staff feedback post-incident. Use KPIs related to safety incidents, resolution time, and guest sentiment to refine programs and track ROI.

Value You Can Quantify

Safety-enhanced operations deliver measurable value:

Metric & Expected Benefits
Guest Satisfaction	+5–10 points in J.D. Power-style scores
Perceived Value	Improves even with rising ADR’s if safety and maintenance are prioritized
Guest Reviews	Fewer safety or maintenance complaints → better ratings & repeat bookings

By prioritizing safety, hotels can secure elevated guest perceptions and unlock premium price potential, shifting from “just priced competitively” to “worth every dollar.”

Are You Ready to Lead?

At B1C Solutions, we partner with properties to build fully integrated safety programs, combining:

• Risk-based assessments.

• Predictive maintenance platforms.

• Customized training.

• Smart guest communications.

• Advanced analytics.

These are all designed to meet guest expectations and support your value proposition. Let’s make your property the gold standard in guest safety. When your guests feel secure and cared for, they don’t just pay for a room—they invest in peace of mind.

Are you ready to start?

Contact our team for a free safety readiness consultation - and discover how safety-first strategies can drive guest satisfaction, loyalty, and revenue.

References:

• J.D. Power NAGSI 2024: value linked to safety, maintenance, service 

• Third-Party Hotel Management Benchmark: improved perceived value (+6 pts) due to cleanliness and responsiveness

Phot Credit: B1C Solutions audit.