By Lea Mira, HTN staff writer – 11.15.2024
The modern traveler is evolving, driven by a complex interplay of factors, including technology, changing priorities, and a desire for more personalized experiences. SiteMinder’s Changing Traveler Report 2025, a comprehensive survey of 12,000 travelers across 14 countries, offers valuable insights into the emerging trends shaping the future of travel and the implications for the hospitality industry, particularly in the realm of technology.
The report identifies the rise of the “Everything Traveler,” a new breed of traveler who blends traditional and emerging travel styles. These travelers seek a mix of trending and classic destinations, rely on online communities for inspiration, and balance spontaneity with practicality. They are drawn to events but also value extended stays at their chosen accommodations, demonstrating a complex set of priorities that requires hotels to adapt their offerings and leverage technology to meet these evolving demands.
Technology’s Role in the Booking Journey
Technology is playing an increasingly important role in the traveler’s booking journey. The report reveals a significant increase in the use of search engines for initial accommodation research, with 36% of travelers starting their search online, up from 26% in 2024. This highlights the importance of a strong online presence and effective search engine optimization (SEO) for hotels.
While online travel agencies (OTAs) remain the dominant booking channel, with 42% of travelers opting for OTAs, direct bookings through hotel websites have seen a slight decline. This emphasizes the need for hotels to enhance their direct booking channels and offer compelling reasons for travelers to book directly, such as exclusive deals, personalized offers, and a seamless booking experience.
The report also highlights the importance of a positive online experience. Over half (52%) of travelers report abandoning an online booking due to a bad experience, underscoring the need for hotels to invest in user-friendly websites and booking engines.
Personalization and the In-Stay Experience
While travelers are increasingly cost-conscious, opting for standard rooms in many cases, they are also willing to spend on extras that enhance their stay. Breakfast, larger room sizes, and appealing views are popular add-ons, and there is a growing willingness to pay more for eco-friendly accommodations. This suggests that hotels can cater to budget-minded travelers while still offering opportunities for upselling and generating additional revenue.
Technology plays a crucial role in personalizing the in-stay experience. Features like mobile check-in, digital keys, and personalized in-room controls for lighting and temperature are becoming increasingly important for enhancing guest satisfaction and convenience.
Percentage of travelers open to using AI at times during the planning, booking and experiencing of their 2025 stay
AI and the Future of Hospitality:
While travelers are becoming more comfortable with AI in certain aspects of their hotel stay, such as housekeeping and room service, there is still some hesitancy towards fully automated services. Only 12% of travelers would support machines managing all key hotel functions, suggesting that human interaction and personalized service remain highly valued.
Overall, the SiteMinder Changing Traveller Report 2025 paints a picture of a complex and evolving traveler. Hotels that can effectively leverage technology to personalize the guest experience, streamline operations, and cater to the diverse needs of this new generation of travelers will be best positioned for success in the years to come.