The standard for Java is JPA and it is very powerful. Hibernate is the industry standard as a JPA provider.
JPA helps you write a clean persistence layer. You may write queries which are sure not to break, because they are validated at compilation time. I like to use spring for this, it's so easy to unit test. But CDI now provides the same I believe.
It's also easy to write test classes. As a coworker once teached me, the model is the most important thing you have. You don't want it to break or you have problems.
With JPA you may also generate the schema from the entities, for any database you want to use. From experience, it's also very good.
JPA helps you put good practices at work. That's a lot of value.
Regarding @hvgotcodes answer, yes you have to be careful with the cost but you may also mix jdbc and jpa. That's what Dao's are for.