In a hospitality landscape where trust, comfort, and sustainability increasingly shape booking decisions, a new guest-driven priority is emerging: a guaranteed bed bug safe stay.
According to recent guest surveys, travelers are not only actively seeking out hotels that offer bed bug safety, they’re also willing to pay more for that peace of mind.
Enter Valpas, the only certified platform that makes hotels permanently bed bug safe and eliminates the need for toxic pesticides. Travelers indicate they would pay an extra �5 per night to sleep with confidence and return home safely, positioning Valpas not just as a powerful driver of top-line growth and competitive advantage but as a 24/7 permanent solution to a recurring problem.
“We’re tapping into a wider shift toward attribute-based selling in hospitality,” said Martim Gois, Co-Founder and CEO of Valpas. “Travelers today book with their values in mind, and the guarantee of a safe and sustainable stay is now a make-or-break factor. Valpas turns those expectations into a competitive advantage.”
The Rise of Attribute-Based Selling: A Perfect Fit for Valpas
Attribute-based selling (ABS) enables hotels to highlight individual room features—such as views, bedding types, or smart tech—as value drivers. Bed bug safety is now joining that list.
Unlike add-on upsells like breakfast, ABS focuses on core room features that influence booking decisions at the point of sale, especially through direct channels.
AI is playing a growing role in enabling hotels to implement this strategy efficiently,customizing offers based on guest preferences and increasing conversion. Many hoteliers are turning to ABS to regain control from online travel agencies, which often force hotels to standardize rooms under generic categories like “standard” or “deluxe.”
With Valpas, hotels can now promote bed bug-safe, pesticide-free certified rooms as a unique, bookable feature—verified in real-time and backed by seamless technology.
Guest Feedback Confirms the Trend
In a guest satisfaction study conducted with a Novotel hotel in Paris, travelers were asked about their perception of a hotel offering the Valpas bed bug-safe guarantee:
“How do you rate a hotel that ensures this standard of hygiene during your stay?”
→ Score: 9.5/10

“How likely are you to return to a hotel offering this guarantee?”
→ Score: 9.1/10

These findings are consistent with broader trends across Valpas’ member hotels worldwide, which report:
Increased Average Daily Rates (ADR)

Growth in direct bookings and RFP win rates

Higher guest satisfaction, loyalty, and repeat stays

By becoming a certified Valpas safe hotel and installing Valpas’ guest room technology, hotels offer travelers a new kind of reassurance—visible, verified, and pesticide-free. From booking to check-out, guests know their room is protected by design, and that they’ll return home safely.
A New Era of Guest Expectations
As global travel rebounds, guest confidence is the new luxury. Hygiene can no longer be invisible—it must be proven, proactive, and promotable.
Valpas is helping hotels meet and monetize that promise, turning a once-taboo topic into a powerful positioning tool for modern hospitality.