More Than a Comfy Bed: What Makes a Great MULO Hotel Brand?

We may not think of a hotel or a motel in the same light as retailers and restaurants. However, they are still MULO (multi-location) brands. Consumers search for them, consider their ratings, and make selections based on a wide range of factors.

NerdWallet just published its list of “best hotel brands” for 2025. The criteria they used had as much to do with loyalty programs and rates as it did with amenities.

Although short-term rental options like Airbnb and VRBO now offer consumers an alternative to traditional hospitality venues, business and pleasure travelers alike still seek the conveniences (and points) that hotel brands provide.

What’s new in the MULO hotel world?

• Technology is pervasive, as it is in other MULO sectors. From seamless booking and room check-in on devices to in-room amenities like tablet-based room service and light controls, consumers expect their experience to be seamless from planning through check-out (and beyond). Skift, in a recent report, discusses the 3 C’s of hospitality automation — comfort, control, and convenience.
• Personalization, aided by technology, is commonplace. A whopping 74% of consumers are comfortable disclosing personal information if it will be used to enhance their guest experience. For example, dining and activity recommendations geared to an individual’s interest have become today’s equivalent of the human concierge (although we don’t anticipate that these humans will be replaced entirely in the near future).
• Bleisure travel, combining business and personal experiences, is commonplace. The term “frolleagues” has even popped up, referring to work travelers gathering, learning and celebrating with co-workers. Remote work has created a need for hotels as gathering places for corporate meetings and reward events. Group travel is booming, as is travel around major sports events.
• Health and wellness are critically important to many guests, as are sustainability practices. Some hotels create rooms with unique health-related amenities, like advanced air cleaning, yoga mats, and exercise equipment. Spas offers a broader range of services like IV treatments and regenerative services.
• Intergenerational travel is common, and venues are expanding their options so that guests from infants to centenarians can enjoy their stays and related experiences.
• Renovations are on the upswing as older properties up their game to compete with newer hotels, motels, and resorts.
• Outsourcing and partnerships are ways hotels can offer a broader range of services outside their core areas of expertise. Third parties are running gift shops and popular MULO food and beverage companies build out outposts in hotels.
• Loyalty and repeat business are influenced by the quality of the stay, as well as the points and other rewards programs offered by the brands themselves.

But, despite the technological advancements and bells and whistles, a good night’s sleep is still a top priority for many. A lumpy mattress or security issues may still disrupt brand loyalty. MULO hospitality brands must respect the “basics” as they evolve and expand!