Hotel Guest Trust is becoming an increasingly important factor in hospitality.
For many years, revenue teams have focused on familiar metrics such as price, location, reputation and availability. While these factors remain important, guest expectations continue to evolve.
Increasingly, travellers are looking for something else: confidence.
Confidence that the hotel delivers what it promises.
Confidence that information can be trusted.
Confidence that safety and quality standards are being maintained.
At Global Revenue Forum Amsterdam 2026, Martim Gois from Valpas explored how guest trust is becoming a measurable factor in hotel demand and why commercial teams should pay closer attention to this trend.
In this White Paper, you will discover:
• Why guest trust is becoming a competitive differentiator in hospitality
• How verified information influences booking decisions
• What current traveller research tells us about changing guest expectations
• Why AI-driven search and recommendation tools increase the importance of verifiable data
• Practical considerations for hotel commercial teams and revenue leaders
During his session at Global Revenue Forum Amsterdam, Martim Gois shared research highlighting the growing importance of trust and verification in the customer journey.
One finding stood out:
Seven out of ten travellers said they would switch brands for a hotel that can verify bed bug safety.
While the specific topic may appear operational, the implications are highly commercial. Trust influences perception, booking confidence and ultimately demand.
As AI-powered search and recommendation platforms become more influential, hotels may increasingly need to demonstrate not only what they offer, but also what they can verify.
Hospitality has experienced similar shifts before.
Non-smoking rooms, Wi-Fi access and sustainability initiatives all evolved from operational considerations into commercial differentiators.
Trust and verification may follow a similar path.
Hotels that understand these changing expectations early may be better positioned to strengthen guest confidence, improve conversion and differentiate themselves in an increasingly competitive marketplace.
Hotel commercial teams have traditionally focused on metrics such as occupancy, ADR, RevPAR and market share.
These metrics remain critical, but they only measure what happens after a guest decides to book.
The challenge for many hotels is understanding what influences demand before the booking decision is made.
Trust plays a significant role in that process.
Guests are increasingly looking for reassurance that hotels deliver on their promises. Reviews, ratings, certifications and verified information all contribute to building confidence.
Research presented by Valpas suggests that travellers are paying greater attention to factors that can be independently verified. This trend may become even more important as AI-powered travel planning and recommendation tools become more common.
AI systems can only recommend what they can find, interpret and verify.
For hotels, this means that transparency and trust may become increasingly important commercial assets.
The implications extend beyond guest safety.
The same principle can apply to sustainability initiatives, accessibility information, service standards and guest experience promises.
The more confidence a guest has before booking, the easier it becomes to convert demand into revenue.
For commercial leaders, trust is no longer only an operational consideration. It is becoming a strategic factor that influences booking behaviour, brand preference and long-term loyalty.
This White Paper summarises the key insights, research findings and practical takeaways from Martim Gois' presentation at Global Revenue Forum Amsterdam 2026.
Martim Gois is Co-Founder and CEO of Valpas, a company focused on helping hotels prevent bed bug incidents through verification and prevention technology. His work explores the intersection of guest trust, safety and commercial performance within hospitality.
Part of the GRF Insights series, where Taktikon shares key learnings and industry perspectives from Global Revenue Forum speakers and partners.
