The Algorithm of Absence: Why Your Hotel Is Invisible Without EV Charging
In 2026, a hotel’s “curb appeal” is less about how the property looks from the street than it is about how it survives the search filters. For a massive segment of the high-value travel market, properties lacking key amenities don’t just look less appealing; they effectively don’t exist.
Call this the “Algorithm of Absence.” And the single biggest filter driving this phenomenon? EV charging.
Today, failing to offer visible EV infrastructure is a hard disqualifier. When guests tick the “EV Charging” filter on Booking.com or Expedia, non-compliant properties vanish. Forget about losing the booking; you aren’t even getting the chance to compete for it.\
Key takeaways
- #1 Conversion Driver: Hilton has stated that EV charging is now the highest-converting amenity—surpassing pools and free breakfast—making it a business-critical utility rather than a “nice-to-have” perk.
- The “Invisibility” Penalty: Properties without EV charging are automatically excluded when guests use search filters, meaning these hotels don’t just lose the booking—they never even get the chance to compete for it.
- Missed High-Value Revenue: Being filtered out blocks access to a lucrative demographic that typically earns over $100,000 annually and spends significantly more on high-margin ancillary services like dining and upgrades.
A Lack of Charging Leads to a Silent Veto
Battery improvements and expanded fast-charging networks are largely solving the longstanding problem of “range anxiety,” where EV drivers worry about plugging in on the road. Now, the biggest friction point is “destination anxiety”—the specific fear of arriving where you want to go, like a hotel, and having no way to recharge during your stay.
Data from JD Power show that 19% of EV drivers say they “need” charging stations at their hotels, and these travellers will plan their trips accordingly. If you don’t have the hardware, you get filtered out before the comparison shopping even begins.
In fact, EV charging is arguably the most important amenity a hotel can offer. Hilton states that EV charging has become the number one highest-converting amenity on its booking platform—surpassing pools, on-site dining, and even free breakfast. When guests search for and find an EV charging station, they’re more likely to complete a reservation than those searching for any other filter. The ability to charge a car is doing more heavy lifting for conversion rates than a pool or a gym ever could.
The Invisible Demographic
When you’re filtered out for lack of EV charging, you’re losing the exact demographic every revenue manager dreams of.
The EV market has crossed into the “early majority” phase. These are consumers who expect convenience, not just eco-warriors willing to tolerate inconvenience for environmental principles. According to Plug in America, over 67% of EV owners have annual household incomes exceeding $100,000. They have higher disposable income and are significantly more likely to spend on ancillary services like spas, upgrades, and dining.
When your property gets filtered out because you lack a plug, you’re losing a $200+ room rate, sure, but also the dinner tab, the drinks at the bar, and the repeat business of a high-value traveller who shows fierce loyalty to brands that support their lifestyle by offering convenience.
The Strategic Pivot
The hospitality industry needs to stop treating EV charging as a “perk” like a cookie at check-in. It’s now a core utility, as fundamental as Wi-Fi or hot water.
The market is already splitting along predictable lines. Responsible Stay’s 2024 Green Lodging Trends report puts luxury properties far ahead of the average, with over 75% of properties having EV charging installed, compared with just 21.6% of all hotels. Independent operators and mid-market hotels that close this gap now will secure a significant competitive advantage before the market fully saturates.
Major chains have recognized this imperative. Hilton is deploying tens of thousands of chargers across its properties. Marriott is deploying charging at roughly 6,000 hotels. IHG is integrating charging into its loyalty app. Choice Hotels aims to equip all Cambria properties with charging. The infrastructure race has begun.
So, ask yourself: Is your property winning on the search page, or are you a victim of the Algorithm of Absence? Because in the digital age of hospitality, if you aren’t chargeable, you aren’t visible.
Make sure your property is always on the map.
Contact SWTCH today to plan your new charging amenity.
Frequently Asked Questions
What percentage of hotels currently offer EV charging?
Approximately 22% of U.S. hotels currently have EV chargers. The disparity between segments is significant: nearly 76% of luxury hotels offer charging, while only about 19% of limited-service properties do.
Does EV charging really affect hotel bookings?
Yes. Hilton reports that EV charging is now the highest-converting booking amenity on its platform—outperforming pools, dining options, and free breakfast in turning searches into completed reservations.
Who are the typical EV-driving hotel guests?
About 67% of EV owners have annual household incomes exceeding $100,000. They tend to be active travellers who spend more on ancillary services like dining, spas, and room upgrades.
What’s the difference between “range anxiety” and “destination anxiety”?
Range anxiety is the fear of running out of power between charging stations on the road. Destination anxiety is the newer concern: arriving at your final destination (such as a hotel) without a way to recharge overnight for the next day’s activities.
How are major hotel chains responding?
Hilton is installing up to 20,000 chargers at 2,000 hotels. Marriott is installing charging across 6,000 properties. IHG, Choice Hotels, and Best Western have all announced major charging infrastructure initiatives.
Written by
Rob Côté
Marketing Communications Manager, SWTCH
