A recent study by the opinion research institute Civey on behalf of the Motel One Group reveals a clear preference among hotel guests: Immediate price advantages are significantly more popular than complex bonus programs with later rewards. The survey, conducted in March 2025 among more than 2.500 city tourists, found that traditional points programs play little role in the booking decision for the majority of respondents.
The results of the study are clear: 92,5 percent of city tourists surveyed prefer an immediate discount to a points system, where the reward is paid later. Furthermore, 82,9 percent stated that a points system has little or no influence on their decision to choose a particular hotel. When asked about the most important factors when booking a hotel, respondents primarily cited a good price (65,4 percent) and the location of the hotel (64,3 percent).
Confirmation for the beOne Membership Program
For the Motel One Group, these results confirm the path it has taken with its enhanced beOne Membership Program. This program offers guests who book directly through the website or app an immediate discount of ten percent on every booking – with no hidden terms and conditions. Members also benefit from exclusive offers and other advantages at all 100 Motel One and The Cloud One Hotels brands.
Daniel Müller, Co-CEO of the Motel One Group, commented on the study results as follows: "The study shows that hotel guests want simplicity and transparency. With the relaunch of our beOne Membership Program, we are addressing this very issue and offering our guests the immediate and tangible benefits they desire. This not only strengthens our guests' satisfaction but also their loyalty to our Motel One brand."
Customer loyalty through transparency and directness
The beOne membership program, based on the motto "Switch On. beOne," positions membership as the key to optimal value for money. Motel One is consciously distancing itself from opaque points systems and focusing on a contemporary form of customer loyalty characterized by clarity, digital accessibility, and fairness. The combination of design, central location, and a direct benefits program seems to meet the current needs of travelers.
The study thus underscores a shift in the preferences of hotel guests, who are seeking immediate and tangible benefits when booking rather than engaging with sometimes complicated and long-term bonus programs. Motel One appears to be well-positioned to meet these changing customer demands with its strategy of focusing on immediate discounts.
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