To determine the importance guests give to breakfast when choosing and returning hotels and hotel managers’ perception on this topic. Relevance of consumer behavior and satisfaction for marketing in hospitality. Two different online questionnaires sent to hotel guests (n=626) and to European managers (n=112). Namely for European guests, breakfast is among the 3 main attributes when choosing a hotel. Online information about breakfast influences breakfast’s ranking and the prospect of returning. Most managers recognize breakfast as important for guests’ choosing process. Breakfast is valued by hotel guests when they travel and managers should convey more descriptions of breakfast online. This is the first assessment both of travelers and managers regarding the value of breakfast for choosing and returning to hotels.