Motivation theory has found wide application in the context of employee behaviour in the hospitality industry. Frequently discussed theorists include Herzberg and Maslow. The area of hotel guest choice and the factors which motivate this process, however, have received somewhat less consideration. Considers the application of motivation theory, in particular Herzberg, to the area of guest choice. Discusses the relationship between rising customer expectations and Herzberg′s differentiation of hygiene and true motivating factors in the context of a recent study of Cyprus and extrapolates this through consideration of other empirical work. Tentatively concludes in pointing to the need for further work in this area.