The goal of the research was to understand what makes customers loyal to hotels in Iran. The researchers surveyed 414 guests from 3 and 4-star hotels in Esfahan city. They found that customer satisfaction, customer delight, and perceived value are important for customer loyalty. Good service quality and fair prices also play a role in how customers perceive value. Customer delight is especially important in keeping customers loyal. This study provides valuable insights for hotel businesses to build strong relationships with their customers and keep them coming back.