Non-smoking rooms
Smoking indoors went from normal to unthinkable in a decade. Guests stopped asking for non-smoking rooms — they started assuming them.
The bed bug-safe attribute for hotels
Valpas sets the standard for bed bug safety and turns it into a bookable attribute. You improve NOI and create a verifiable quality signal for guests, RFPs and AI booking systems.
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Stay at certified bed bug-safe hotels.
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Pests like bed bugs are travellers' new #1 booking concern
Bed bugs are a traveller phenomenon – guests carry them in. New Phocuswright research shows pests rank as travellers' #1 booking concern – ahead of cleanliness, value and staff. Guests already adapted; they just learned to stay silent – just like the industry.
We have noticed an increase in concerns over the last decade.
Gerald Krischek, General Manager, Hotel Prince de Galles · The Luxury Collection
One attribute, three jobs, and a role for every team in your hotel.
Show
Show the attribute where decisions happen – your site, OTAs, RFPs and AI assistants – turning demand into direct bookings and higher ADR.
DistributionProve
Key criteria independently audited by Bureau Veritas. Each room then verified live against that standard. Show any guest or buyer, on demand.
Certification, Impact and ScopePrevent
Permanent technology built into any room. It keeps rooms safe 24/7 and stops bed bugs the first night a guest brings them in, before any infestation. No room closures, no toxic pest control.
TechnologyTop hotel operators and owners are turning the demand into guest choice, higher rates and loyalty.
The Silent Booking Signal: how bed bug safety reshapes hotel choice
How GuestApart turned its bed bug-safe attribute into €2,000 a month in additional direct booking revenue, at a 3x ROI
Nicolaj Skafsgaard, CTO, GuestApart
“Customers choose based on who has the bed bug-safe certification.”
Sanna Paloniemi, Sokos Hotels Kupittaa
We've seen this before. Every decade, hospitality quietly misprices a guest need.
Each arrived as a back-office cost before becoming a booking attribute.
1990s
2000s
Wi-Fi
First a paid amenity, then a line item in every booking filter. Connectivity became infrastructure, not a perk.
2010s
Sustainability
Certifications moved from marketing pages to procurement requirements. Corporate travel policies made it a condition of business.
2020s
Bed bug safety
TodayThe last invisible risk in a hotel room. Valpas makes it verifiable — so guests can stop worrying and hotels can stop guessing.
- 1990s
Non-smoking rooms
- 2000s
Wi-Fi
- 2010s
Sustainability
2020sBed bug safety
Guest demand is just the start. AI, capital and compliance are turning bed bug safety into the standard.
Be the hotel AI can recommend
AI recommends what it can verify. A third-party Valpas reference – with real-time room condition verification – gives your hotel the authority AI systems cite and surface. Integrated with ChatGPT.
Improve NOI and asset value
Pest infestations are becoming structural, not transient, and they're starting to reprice hotel assets. Valpas turns unpredictable opex into capitalised, permanent infrastructure that improves GOP, NOI and asset value.
Detox the guest room, and win RFPs with a third-party verified certification
Indoor pesticide use is tightening up, and RFPs ask for third-party verified sustainability. Valpas gets you ahead of both, eliminating them for real, measured impact: 1.4t CO₂e saved per room, per year.
The questions hoteliers ask first
How important do guests rank bed bug safety?
It's travellers' #1 concern when booking a hotel — ahead of cleanliness, value and staff, across the US, UK and France (Phocuswright, 2026). A guaranteed bed bug-safe room ranks as the single most important room attribute, above Wi-Fi and non-smoking. Why do guests care so much? Cleanliness, staff or value — those concerns stay at the hotel when you check out. Pests follow you home, causing severe physical, mental and financial damage.
Why haven't I heard my guests ask about bed bug protocols?
Bed bugs are a traveller phenomenon – guests carry them in. For decades the industry stayed silent: naming the risk felt like creating it. But silence never removed the risk – it just moved it onto your booking page. Guests adapted quietly: they scan reviews, check the bed on arrival, wash hot at home. You just never saw it, because they learned to stay silent too.
Won't guests think I have a problem if I have Valpas?
No. Research across two continents and hotelier proof across 30,000+ rooms shows the opposite. Verified bed bug safety turns concern into booking confidence. Certified hotels communicate the verified outcome – a safe, quality stay – never the issue. Visibility converts existing demand and drives rates and loyalty; silence only hides it. Reacting to bed bugs signals a problem. Guaranteeing safety from them, verifiably, signals quality.
Where can I show the Valpas attribute and certification?
Everywhere booking decisions are made or influenced: your website, OTA listings, RFP responses, and AI booking tools like ChatGPT, where it's machine-readable. And at your property itself – at the door, at reception, and inside the rooms. The certification updates live, so the proof is always current.
If I have Valpas, do I still need in-room pest control?
No. Bed bugs arrive with guests, and Valpas stops them on the first night – before any infestation begins – so pest control is never needed in the first place. However, if your property is currently infested, or still has bed bug activity after multiple treatments (very common today), you can still start with Valpas – we'll help you get infestation-free, but clearing existing infestations requires effective pest control. From then on, Valpas keeps it that way.
What's the ROI of the bed bug-safe attribute?
Valpas pays on several fronts while staying out of GOP as an asset improvement. Revenue ROI: a growth driver. A unique attribute and differentiator that boosts AI discoverability, direct bookings, RFP wins, ADR and loyalty by up to 35%. Every +1€ in ADR returns roughly 4x in ROI – and the cost is covered by reallocating a fraction of OTA fees or paid ads. Cost ROI: improve margins and reputation. Valpas removes the reactive cost stack: in-room pest control, revenue lost to rooms out of service, room rebuild materials and work, guest compensation, lost clients and staff time. More importantly, it safeguards your reputation in the age of AI – where a single bed bug review aggregates across platforms and silently cuts demand. Accounting-wise, the all-inclusive annual Valpas fee sits outside the P&L – capitalised as an asset improvement, not an operational cost. Operations teams like it too: GOP improves, and targets get easier to reach.
Set the standard before guests and buyers ask for it.
From Anantara to Marriott, 30,000+ rooms are already Valpas-certified across 80+ destinations. The leaders moved first. Get in while it's still an edge.