Less than half of travelers always (7.8%) or often (35.6%) stay at the same hotel brand, details Deloitte [pdf] in survey results released in January. The study, which looks at how travelers book hotel stays and the decision influencers behind those bookings, also finds that just 1 in 5 say that a loyalty program is a very important factor when choosing a hotel for business and/or leisure. Instead, ranking at the top of the list of very important factors is value for money/room rate, at 47% of respondents.