NewPests like bed bugs are now travellers' #1 booking concern.
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ValpasAT SKIFT COMMERCE SUMMIT 2026

THE NEW HOTEL BOOKING ATTRIBUTE

Wi-Fi.
Non-smoking.
Now, bed bug-safe.

Travellers want it. Booking channels are starting to carry it. The next opportunity is being part of the supply.

See what it’s worth Explore the business case
Commerce Summit
11 November · New York
A sunlit guest room at Valpas-certified RUNO Hotel in Porvoo

YOUR NEXT STAY

Wi-Fi
Non-smoking
Bed bug-safeValpas-certified
RUNO Hotel · Porvoo, FinlandValpas-certified

A new market.
Already taking shape.

30,000+Valpas-certified rooms
80+destinations
Explore certified hotels

01 / THE DEMAND IS ALREADY HERE

A quiet guest concern.
A visible booking advantage.

Guests may never ask your team about bed bugs. They still check reviews, compare hotels and decide where to stay. Credible assurance gives them a reason to choose yours.

#1

Pests like bed bugs rank first

among hotel booking concerns in the US, UK and France.

3.4%

A willingness to pay more

Average stated rate premium for a guaranteed bed bug-safe stay.

1 in 3

A reason to change channels

Travellers would switch booking platforms to find the certification.

Phocuswright, The Silent Booking Signal, 2026. Survey of 1,082 travellers in the US, UK and France, sponsored by Valpas. Stated preferences, not measured revenue. Read the research

02 / FROM GUEST DEMAND TO BOOKABLE SUPPLY

An attribute only works
if guests can find it.

Valpas turns bed bug safety into live certification that hotels can show and booking platforms can read. As distribution expands, certified hotels become easier to discover, compare and choose.

01

Your direct booking journey

Show credible assurance where a guest is deciding whether to book.

02

Booking platforms & travel buyers

Make certified supply discoverable through distribution partners and relevant in hotel programmes.

03

AI-assisted hotel discovery

Give AI tools a verifiable attribute to identify when a traveller asks for a bed bug-safe stay.

Examples from Valpas: a bed bug-safe booking filter, a certification badge and hotel discovery through ChatGPT
One attribute, visible across the booking journey.
Examples from Valpas’s distribution page.
Bureau Veritas

Proof behind the promise. Valpas combines in-room technology with live room-level certification. Key certification criteria are independently verified by Bureau Veritas.

See the standard

03 / WHAT BEING IN THE SUPPLY PAYS

More confidence.
More direct bookings.

Hotels have already tested what happens when they make the attribute visible at booking. These are results from their own booking flows.

RUNO Hotel’s historic yellow facade in PorvooRUNO HOTEL · FINLAND

MICHELIN KEY HOTEL · EIGHT-WEEK BETA

+12.5%

relative increase in
direct-booking conversion

Around €32 more in direct booking revenue per room, per month when the attribute was shown in the booking journey.

Read RUNO’s story
Hotel GUESTapart in Aarhus, DenmarkGUESTAPART · DENMARK

APARTHOTEL · THREE-MONTH TEST

+8.4%

relative increase in
direct-booking conversion

Around €24 more in direct booking value per room, per month, projected from the conversion lift at comparable traffic.

Read GUESTapart’s story

Published Valpas hotel case studies. Results relate to the individual test periods and properties; they are not a forecast for every hotel.

START WITH YOUR OWN NUMBERS

What could it be worth
across your hotels?

Estimate added direct-booking revenue from your own website numbers. Then choose a property or portfolio segment, make the attribute visible and measure the result.

Calculate the opportunity

THE COMMERCIAL OPPORTUNITY

  • Higher direct-booking revenue
  • Verified assurance for hotel RFPs
  • Differentiation on OTA and AI booking channels
  • Avoided operational and reputational losses from bed bugs
Discuss a pilot for your hotels
The Silent Booking Signal: Phocuswright’s research on bed bug safety and hotel choice

THE RESEARCH BEHIND THE ATTRIBUTE

The Silent
Booking Signal.

How bed bug safety reshapes hotel choice. Explore the evidence on guest concern, willingness to pay and booking-channel preference.

Read the Phocuswright white paper

BE PART OF THE NEXT BOOKING ATTRIBUTE

Set the standard before
guests and buyers ask for it.

For hotels that want to be chosen.
For channels that want to help guests choose.

ValpasThe bed bug-safe attribute for hotels.
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