New a&o Survey Finds European Travellers Prioritise Value, Safety and Climate Over Brand Recognition

London, 30.09.2026 – A representative survey conducted by market research firm YouGov on behalf of a&o Hostels revealed clear trends in accommodation preferences among European travellers. More than 7,300 respondents across five European countries were surveyed in September, with value for money emerging as the most important factor when choosing accommodation (84%). This was followed by destination safety (81%) and the overall cost of the destination (74%), highlighting travellers' continued focus on affordability and security.

Phillip Winter, Chief Marketing Officer at a&o Hostels, states: "Travellers aren't simply looking for the cheapest option, but rather a compelling balance between price and quality." Winter adds that consumers are "pragmatic and quality-conscious". While destination safety remains a key consideration, cited by 81% of respondents and rising to 88% in Italy and 87% in Spain, brand recognition carries significantly less weight, with only 30% of travellers rating it as highly important.

Climate Influences Travel Booking Behaviour

Weather conditions are also playing an increasingly important role in travel planning, with 63% of travellers considering expected temperatures at their destination when making booking decisions, ranking ahead of factors such as accessibility and time of year.

This preference extends to accommodation choices, with 55% of travellers actively seeking properties with air conditioning. The feature is particularly important in warmer markets, with 80% of respondents in Italy and 71% in Spain citing it as a key consideration.

Clear generational differences also emerge. While 47% of travellers aged 18 to 24 prioritise air conditioning when booking accommodation, this rises to 56-57% among those aged 45 and over, highlighting a greater sensitivity to comfort and climate amongst older travellers.

Global Events Influence Travel Choices

Current events and geopolitical developments are having a notable impact on travel behaviour, with 61% of respondents saying that news and global affairs play a significant role in their travel planning decisions. The influence of current events varies considerably by market. Travellers in France (76%), Italy (75%), and Spain (72%) are the most likely to factor geopolitical developments into their travel plans, whereas the impact is less pronounced among respondents in Germany (53%) and the United Kingdom (51%).

Brand Matters Less Than Expected

Despite the prominence of major hospitality brands, brand recognition appears to play a relatively limited role in travellers' decision-making. Just 30% of respondents consider the accommodation provider's brand to be highly important, falling to just 20% among travellers in Germany. There are, however, notable exceptions. Travellers in France (48%) and Spain (38%) place greater importance on brand recognition than their European counterparts. The data also highlights a modest generational divide, with 35% of travellers aged 18 to 24 viewing brand recognition as important, compared with 29% of those aged 55 and over.

Travellers Favour Individuality Over Large Hotel Chains

The findings suggest that unique and distinctive accommodation experiences often hold greater appeal than established hotel brands. Nearly half (46%) of respondents say they prefer independent accommodation providers over large hotel chains when choosing where to stay.

This preference is particularly strong in Italy (61%) and France (59%), where travellers show a clear inclination towards more characterful and independent properties. By comparison, travellers in Germany (40%) and the United Kingdom (38%) are less likely to prioritise individuality when making accommodation choices.

Value Matters More Than Ever

Phillip Winter explains: "People are taking a closer look. Price alone isn’t the deciding factor; the value for money is what matters most." At the same time, factors such as safety, climate, and the global political landscape are playing an increasingly important role in travel planning and booking decisions. By contrast, brand recognition is becoming less influential, with travellers placing greater emphasis on practical considerations and overall travel value.