SiteMinder's Changing Traveller Report 2025

In 2025, we will witness the rise of the ‘Everything Traveller’ – a multifaceted blend of old and new reflecting travel’s shifting dynamics

This traveler seeks a balanced mix of popular and classic destinations, relying more on online communities for advice than personal recommendations. They strike a balance between spontaneity and practicality, making them a complex traveler. Empowered by the increasing capabilities of their devices, they are now fully ready to embrace their complex travel preferences.

Key takeaways

• 36% of travelers will begin their hotel search using a search engine, up from 26% in 2024, with Baby Boomers leading the way at 42%;
• When booking, 42% will choose an online travel agency (up 3%), while direct property bookings have dropped 1% to 27%;
• Use of travel agents has increased by 1.5%. More than half (52%) of travelers say they have abandoned an OTA due to a negative experience, with the highest abandonment rates in Mexico and India.

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