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Safe Traveler Series: Is it Time for a Destination and Hotel Safety Badge?

By Michael Becker CEO, GeoSure | September 2025

The hospitality industry has long relied on quality ratings, such as star or diamond systems, to guide travelers in selecting accommodations that align with their expectations for comfort, luxury, and service.

These systems, developed by respected organizations like Michelin or AAA, serve as a universal shorthand, enabling travelers to navigate a crowded market with confidence. A five-star rating signals opulence, while a three-star rating assures dependable basics, simplifying decision-making for millions. However, these systems primarily focus on tangible amenities—bed quality, dining options, concierge services, or room aesthetics—while largely overlooking a critical factor in today’s travel landscape: safety at the local level.

As global travel evolves and safety becomes a top priority for modern travelers, the absence of a standardized safety designation for hotels and destinations represents a significant gap in the industry. This gap raises pressing questions: Why does the hospitality industry lack a universal safety badge? Why is it so challenging to create credible, location-specific safety designations? And, most importantly, does safety deserve the same weight as quality ratings when travelers make decisions?

The Evolution of Traveler Priorities

The hospitality industry has undergone profound transformation since the mid-20th century, when modern travel began to flourish. In the 1950s, the rise of commercial air travel and the expansion of hotel chains made travel more accessible to the masses. During this era, travelers prioritized basic amenities, affordability, or luxury when selecting accommodations. Quality rating systems, such as Michelin’s star ratings for hotels and restaurants or AAA’s diamond ratings, emerged to standardize expectations and provide a clear framework for assessing comfort, service quality, and dining experiences.

These systems became trusted benchmarks, shaping traveler expectations and simplifying decision-making. A five-star hotel promised an indulgent experience with plush bedding, gourmet dining, and attentive staff, while a three-star property guaranteed reliable basics like clean rooms and functional amenities. These ratings were instrumental in an era when travel was becoming a mainstream activity, offering a shorthand for quality that travelers could rely on.

However, these quality-focused systems rarely accounted for a hotel’s geographic context, such as its proximity to safe neighborhoods, cultural attractions, or vibrant urban centers. Safety, in particular, was often an afterthought, assumed to be addressed through basic measures like fire exits, door locks, or on-site security personnel. Broader safety concerns—such as local crime rates, access to healthcare, street lighting, or infrastructure quality—were typically left to travel guides, word-of-mouth recommendations, or guest reviews.

These sources, while valuable, often lacked rigor and consistency, leaving travelers to interpret vague descriptors like “conveniently located” or “charming neighborhood” without clear insights into the safety of the surrounding area. For example, a hotel might be described as “close to downtown,” but without data on crime rates or street conditions, travelers had little to gauge the actual safety of the location.

The 21st century has reshaped traveler priorities in profound ways. Globalization, increased mobility, and the rise of digital platforms have exposed travelers to a broader range of destinations, each with its own unique risks and rewards. Urban decay in some cities, fluctuating crime rates, and political instability in certain regions have heightened awareness of safety concerns. The COVID-19 pandemic further amplified these priorities, as travelers demanded enhanced health protocols, contactless services, and transparent safety measures. Hotels responded with property-specific improvements, such as rigorous cleaning standards, digital check-ins, and health certifications, but these efforts focused primarily on the hotel itself rather than the broader safety environment.

The absence of a standardized system to evaluate neighborhood-level safety—encompassing crime statistics, infrastructure quality, healthcare access, and proximity to vibrant, secure amenities—leaves travelers to piece together fragmented information from online reviews, news reports, or personal research. This process is not only time-consuming but also unreliable, as reviews may be biased, outdated, or incomplete, and news reports may not reflect real-time conditions.

The shift in traveler priorities reflects a broader cultural change. Today’s travelers are more discerning, seeking experiences that balance comfort, adventure, and security. Solo travelers, women, families, and those visiting unfamiliar destinations place particular emphasis on safety, often prioritizing it over luxury or convenience.

For example, a solo female traveler may seek accommodations in well-lit, low-crime areas with easy access to public transportation, while a family might prioritize proximity to hospitals or child-friendly environments. The lack of a standardized safety designation forces these travelers to rely on subjective or incomplete information, creating uncertainty and undermining confidence in their choices.

Why No Destination or Lodging Safety Designation?

The absence of a universal safety badge for hotels and destinations stems from the inherent complexity of assessing safety at a granular, location-specific level. Unlike quality ratings, which rely on measurable and relatively static criteria—such as room size, staff training, or dining quality—safety is multifaceted, dynamic, and context-dependent. What constitutes a “safe” location varies significantly by traveler. A solo female traveler may prioritize well-lit streets, low crime rates, and a vibrant, populated neighborhood, while a family might focus on proximity to emergency services, pedestrian-friendly infrastructure, or child-safe environments. Cultural familiarity, transportation access, and personal risk tolerance further complicate perceptions of safety, making it challenging to create a one-size-fits-all standard that resonates with diverse traveler needs.

Developing a credible safety designation requires integrating a wide range of data points, including crime statistics, infrastructure quality, healthcare availability, neighborhood vitality, and even social sentiment. These factors are far more difficult to quantify than tangible amenities like bed comfort, Wi-Fi speed, or concierge responsiveness.

For instance, crime data varies widely across regions and countries, with some cities reporting only major incidents while others include minor infractions, leading to inconsistencies that complicate comparisons. Infrastructure assessments, such as the condition of roads, sidewalks, or street lighting, require real-time updates to remain relevant, as conditions can change rapidly due to construction, weather, or urban development. Sentiment analysis from local residents or visitors can provide valuable insights into perceived safety, but it demands sophisticated tools to filter out noise and identify meaningful signals. Few organizations possess the geospatial scale, core competencies, historical expertise, or analytical rigor to compile, validate, and maintain such data across thousands of locations worldwide.

Moreover, safety assessments must strike a delicate balance between objectivity and human oversight. Artificial intelligence and machine learning can process vast datasets, such as crime reports or infrastructure metrics, but without expert human validation, automated systems risk producing superficial or misleading results. For example, a neighborhood with low reported crime may still feel unsafe due to poor lighting, social unrest, or a lack of pedestrian activity—nuances that require human judgment to interpret accurately.

Existing safety evaluation methods, such as self-reported data from hotels, outdated crime statistics, or simplistic checklists, often fail to capture the dynamic, real-world conditions travelers encounter. A robust safety designation system would need to combine quantitative metrics with qualitative insights, ensuring that assessments are both data-driven and contextually relevant. Without such a process, any safety badge risks being dismissed as unreliable, overly generalized, or disconnected from the lived experiences of travelers.

The hospitality industry also faces practical barriers to adopting safety designations. Hotels and destinations may hesitate to embrace a system that could highlight unfavorable conditions, fearing it might deter guests or damage their reputation. For example, a hotel in a high-crime area might resist a safety assessment that could result in a low score, even if the property itself is secure. Conversely, properties in safer areas stand to gain a competitive edge, as a high safety score could attract more guests.

However, the cost of implementing comprehensive safety assessments could be a hurdle for smaller operators, who may lack the resources to participate in a rigorous evaluation process. For a safety badge to gain widespread traction, it must be transparent, universally recognized, and backed by a trusted authority with a proven track record in geospatial analysis and risk assessment. This authority would need to establish clear criteria, ensure consistent application across diverse regions, and maintain credibility through regular updates and validations.

The Case for Safety Priorities

Recent data underscores the growing demand for safety transparency in travel. A 2023 survey by Skift revealed that 68% of travelers prioritize safety over luxury when selecting accommodations, marking a significant shift from pre-pandemic preferences, where luxury and convenience often took precedence. Yet, only 12% of respondents felt confident in assessing a hotel’s safety before booking, citing a lack of clear, accessible, and reliable information. Solo travelers, women, and those visiting unfamiliar destinations place particular emphasis on proximity to safe areas, such as well-lit restaurant districts, secure public transportation, or vibrant urban centers. These findings highlight a critical gap in the hospitality industry: while quality ratings provide a clear benchmark for comfort and luxury, no equivalent exists for safety, leaving travelers to navigate uncertainty and make decisions based on incomplete or subjective information.

Safety designations could address this gap by offering a standardized, transparent metric for evaluating a property’s surrounding environment. Just as a five-star rating signals luxury and reliability, a top safety badge could signal confidence and peace of mind, enhancing the traveler experience. For instance, a hotel in a low-crime neighborhood with easy access to healthcare, well-maintained infrastructure, and proximity to vibrant amenities could earn a high safety score, distinguishing it from competitors in less secure areas. Such designations would empower travelers to make informed choices, particularly in destinations where safety concerns are paramount, such as urban areas with variable crime rates or regions with political instability.

The absence of safety badges also reflects the hospitality industry’s slow adaptation to evolving consumer needs. Quality ratings, now a cornerstone of the industry, took decades to gain widespread acceptance as travelers and operators recognized their value in standardizing expectations. Similarly, safety designations will require time to develop, implement, and gain trust, but the urgency is clear.

In an era where transparency drives consumer trust, failing to address safety concerns risks alienating a growing segment of discerning travelers. Organizations with expertise in geospatial risk assessment, real-time data analysis, and human-validated insights are well-positioned to lead this transformation, offering a foundation for rigorous, credible, and actionable safety evaluations.

A Path Forward

The hospitality industry stands at a pivotal moment. Safety and proximity to vibrant, secure areas are now as critical as quality in shaping traveler decisions, yet they lack the standardized frameworks that star and diamond ratings provide. Developing a universal safety badge system would empower travelers with clear, trustworthy information, just as quality ratings have done for decades. Such a system could incorporate dynamic metrics—crime trends, infrastructure quality, healthcare access, neighborhood vitality, and social sentiment—validated by human expertise and real-time data to ensure accuracy and relevance.

For hotels and destinations, embracing safety designations offers a competitive advantage. Properties that qualify for a top safety badge could market themselves as trusted havens, attracting travelers seeking security alongside comfort. The assessment process, while requiring investment, could be structured to be nominal for eligible locations and free for those that meet the highest standards, incentivizing operators to prioritize safety. This approach would foster trust and loyalty among guests, positioning safety-conscious properties as leaders in a competitive market.

The path to adoption will require collaboration between industry stakeholders, data providers, and organizations with expertise in risk assessment. Establishing a transparent, universally recognized safety badge will demand rigorous standards, consistent application, and ongoing validation to maintain credibility. By moving beyond assumptions and delivering clarity where it matters most, the hospitality sector can address the evolving needs of modern travelers.

As traveler priorities continue to shift toward safety and transparency, the time is ripe for a safety designation that empowers informed choices, enhances experiences, and sets a new standard for global hospitality.

Mr. Becker

Michael Becker is a visionary entrepreneur and seasoned investor dedicated to making safety a universal utility. As CEO of GeoSure, an AI-powered platform he founded, he has scaled the company from 3,300 to over 400,000 locations, promoting safer communities and supporting local economic development. His mission is to solve pressing problems, build impactful brands, and create a better, safer world. A graduate of Columbia Business School, Mr. Becker's career includes pivotal roles at UBS and Dillon, Read & Co. in New York City. He is an active member of prestigious organizations, including The Economic Club of New York, Explorers Club New York, and the Royal Geographical Society, reflecting his commitment to exploration and global progress.

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If you choose to purchase a subscription, member subscription payments can be made in U.S. Dollars, as well as a variety of international currencies. Membership terms are Annual Recurring, and Monthly Recurring. The Annual Recurring subscription is an annual commitment and subscribers will be charged each consecutive billing cycle. Annual Recurring subscriptions can be cancelled after the first billing cycle and within 30-days of the billing date for a full refund. Monthly Recurring subscriptions are ongoing and subscribers will be charged each consecutive monthly billing cycle. Monthly Recurring subscriptions can be cancelled after the first month and within 7 days of the monthly billing cycle for a full refund.

12. PAYMENT AUTHORIZATION

Payment for the services provided to you in, at, through or in association with HotelExecutive may be made by automatic credit card, debit card, direct debit, bankwire or Paypal and other approved payment means offered in, at, through or in association with HotelExecutive, and you hereby authorize HotelExecutive and its agents to transact such payments on your behalf.

You hereby authorize HotelExecutive's Internet Payment Service Provider to charge your credit card to pay for your membership to HotelExecutive. You further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card for any and all purchases of products, services in association with HotelExecutive. You agree to be personally liable for all charges incurred by you in association with your access or other use of any content provided by HotelExecutive or any third party in association with HotelExecutive. You acknowledge and agree that your liability for all such charges shall continue after termination of your access or any type of membership arrangement with HotelExecutive.

In the event that you have chosen to have your membership automatically rebilled, unless and until you notify HotelExecutive that you wish to cancel or terminate your membership to HotelExecutive, you hereby agree and authorize HotelExecutive's Internet Payment Service Provider to automatically renew your membership to HotelExecutive on a continuing basis and to charge your credit card (or other payment means you have selected) to pay for the ongoing cost of your membership. You hereby further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card (or other approved payment means you have selected) for any and all purchases of products, services and entertainment provided to in, at, through or in association with HotelExecutive.

13. PRIVACY POLICY

The following is the Privacy Policy for HotelExecutive

We can be reached via telephone, email, or online at our contact page. When you visit our site we do not log any information regarding your domain or email address. Information Sharing: We do not share user information with any third parties other than via press release distribution as described below.

Hotel Newswire is a newswire service that distributes press releases on behalf of our users. If you decide to submit a press release for distribution through our system we will transmit your entire press release including any personal information therein contained to our media contacts and online distribution points including search engines. This is the only redistribution of your information that we engage in. Your submission of press releases through our system indicates consent with this policy. The information we collect during your registration process is used to notify users about updates to our service and inform users of any special events hosted by Hotel Newswire. This information is not shared with other organizations for commercial or non-commercial purposes.

Cookies: Our system requires the use of cookies to enable the user to log back into our website to access information from the newswire, without having to log in each time using the required username and password.

If you do not want to receive email from us in the future, please let us know by following instructions included in our communication with you. Users who supply us with telephone numbers online may receive telephone contact from us regarding their account, or informing them of new products and services available on the HotelExecutive website. If you do not wish to receive such telephone calls, please edit your account and remove your phone number from your account profile. This can be done from your user account menu.

Ad Servers: We do not partner with or have any relationship with any ad server companies. From time to time, we may use customer information for new uses not previously disclosed in our privacy notice. If our information practices change at any time, we will post the policy changes to our website to notify you of these changes and provide you with the ability to opt out of these new uses. If you are concerned about how your information is used, you should check back at our website periodically.

Upon request we provide site visitors with access to all information (including proprietary information) that we maintain about them. Users can access this information by logging in to their account.

Security: We always use industry-standard encryption technologies while transferring and receiving user data exchanged with our site. We have appropriate security measures in place in our physical facilities to protect against the loss, misuse, or alteration of information that we have collected from you on our site. We do not store credit card information in our systems.

If you feel that this site is not following its stated information policy, you may contact us.