SiteMinder's Changing Traveler Report
In 2025, we will witness the rise of the ‘Everything Traveller’ – a multifaceted blend of old and new reflecting travel’s shifting dynamics
SiteMinder's latest report reveals the evolving preferences of the modern traveler, particularly those who stay with groups and chains. By analyzing responses from 12,000 travelers in 14 countries, the study highlights key trends in planning, spending, technology use and experiences.
Key takeaways
Planning & booking: Guests of groups and chains are more likely to book deluxe (27%) or superior (39%) rooms than the average traveler. Search engines are becoming a dominant travel planning tool (36%, up from 24% last year), while reliance on OTAs has declined slightly. Booking through a dedicated hotel website or app is 5% more common among these travelers;
Cost of living: Despite rising costs, these travelers are willing to spend, with 48% planning to increase their travel budget. More than half (54%) are more likely to purchase bundled travel packages, demonstrating a preference for convenience;
Spending & Revenue: Breakfast, airport transfers and room upgrades are highly valued. While discounts remain a priority, exclusive upgrades are preferred over other travelers (26% vs. 22%). In addition, 83% are open to shifting travel dates if incentivized with perks such as less crowding or premium accommodations;
Digital affinity: Perceptions of the industry's technological advancement have improved significantly (52% now see it as ahead, up from 23%). However, travelers still prefer human-led services in areas such as cooking, bartending and spa treatments. AI is primarily used to research accommodations (48%), while interactions during the stay remain less common;
Experience: A significant 39% plan to work during their trip, and nearly half intend to spend most of their time at the hotel. Preferences lean toward spa services (43%), gourmet dining (43%) and live music (37%). Loyalty programs and freebies have seen notable growth, while value for money remains key but has declined slightly (62%, down 3%).
Get the full report at SiteMinder