Norwegians Prefer Affordable, Centrally Located Hotels Over Luxury

A new nationwide Ipsos survey conducted on behalf of Citybox among 1,000 Norwegians shows that price and location matter more than luxury when choosing a hotel. As many as 75% would choose a simpler hotel if it were centrally located, while 58% have opted not to stay at a hotel in the past year because the price was too high.

The survey comes at a time when many Norwegians are planning their summer holidays while keeping a close eye on their travel budgets. More and more travelers appear to be prioritizing value for money, convenience and location over traditional hotel luxury.

Only 5% of respondents describe themselves as “luxury seekers” when staying at hotels.

"We particularly see that younger travelers and city-break visitors are more focused on flexibility, location and price than on extensive hotel facilities. Many are happy with a simpler stay as long as the hotel is clean, centrally located and works efficiently. This suggests that more travelers are prioritizing the destination and the experiences over traditional hotel luxury," says Marlene Opstvedt, Interim Marketing Manager at Citybox.

Price and Location Matter Most

When choosing a hotel, price and location are the two most important factors for Norwegian travelers. 72% say price is among the most important considerations when booking a hotel, while 62% highlight a central location.

Breakfast appears to be less decisive, with 39% listing it as an important factor.

At the same time, four out of five respondents say it is important to stay in a central location when visiting a city, suggesting that proximity to attractions, restaurants and activities plays a key role in travel planning.

Poor Cleanliness Tops the List of Hotel Frustrations

While many travelers are willing to compromise on hotel amenities, there are certain aspects they are not willing to sacrifice.

Poor cleanliness is the biggest frustration among hotel guests, followed by uncomfortable beds, noise from neighboring rooms or hallways, and extra charges on top of the room rate, such as breakfast, parking or late check-out fees.

The findings suggest that travelers care most about the fundamentals of a hotel stay: a clean room, a comfortable bed and a predictable experience.

"It seems that many travelers care more about a hotel being clean, practical and centrally located than about it feeling luxurious. When both price and location rank above many traditional hotel facilities, it confirms a trend we have observed for some time: travelers increasingly want good value for money and are less interested in paying extra for facilities they may never use. That is very much the philosophy Citybox was built around," says Opstvedt.

Growing Acceptance of Self-Service Hotels

The survey also shows increasing acceptance of self-service hotel concepts when they result in lower prices and faster check-in.

Nearly six out of ten respondents say they are comfortable with self-service check-in, while 63% would consider staying at a more affordable hotel without a traditional front desk.

Among the benefits highlighted are shorter queues, faster check-in and greater flexibility. The results suggest that many travelers are increasingly looking for a smooth and efficient travel experience rather than traditional hotel processes.

"We see that many hotel guests value simplicity and efficiency. For many, self-service solutions are primarily about flexibility, reduced waiting times and a smoother travel experience. It is not necessarily less service people want, but more freedom to spend their time as they choose, without having to deal with queues, opening hours or unnecessary interruptions," says Opstvedt.

About the Survey

The survey was conducted by Ipsos on behalf of Citybox between May 5–8 2026 among a nationally representative sample of 1,000 Norwegian adults.