In 2025, we will witness the rise of the ‘Everything Traveller’ – a multifaceted blend of old and new reflecting travel’s shifting dynamics.
This guest seeks a strategic mix of trending and traditional destinations, relies more heavily on online communities than personal suggestions, and balances spontaneity with practicality. They are both event-driven and desire more time on-site, are cost-conscious yet willing to invest in extras and the eco-friendly.
One day they will do a wine tasting, and the next a yoga class. And while they are considerate of a hotel’s bottom line, won’t hesitate to abandon a booking at the slightest hint of a bad experience. In short, they are complicated. And, emboldened by the growing power of their device, they’re now ready to embrace their complexity fully.
Explore the plans and preferences of this traveller through SiteMinder’s Changing Traveller Report 2025 – the world’s largest accommodation-specific survey, featuring insights from 12,000 travellers across 14 countries, and the only accommodation report that matters.
One day they will do a wine tasting, and the next a yoga class. And while they are considerate of a hotel’s bottom line, won’t hesitate to abandon a booking at the slightest hint of a bad experience. In short, they are complicated. And, emboldened by the growing power of their device, they’re now ready to embrace their complexity fully.
Explore the plans and preferences of this traveller through SiteMinder’s Changing Traveller Report 2025 – the world’s largest accommodation-specific survey, featuring insights from 12,000 travellers across 14 countries, and the only accommodation report that matters.
1
72% look abroad,
Japan tops list.
Travellers will be exploring internationally more than ever in 2025. Seventy-two percent plan to venture abroad, up from 65% in 2024 and 62% in 2023. Fewer, however, plan to travel exclusively overseas, with the number intending both domestic and international trips almost doubling, year-on-year.
Japan is the destination most (13%) have their eyes on, with those from Thailand and Indonesia especially likely to book there. The US (9.5%) and France (9%) follow as the next most popular. When travelling, 1-in-2 are more likely to purchase travel packages, but don’t want to enjoy them with strangers, with less than 1% planning to travel as part of a tour group.
International and domestic travel plans for 2025
Intention to travel internationally, by country
The top 10 countries travellers intend to visit
International and domestic travel plans for 2025
Intention to travel internationally, by country
The top 10 countries travellers intend to visit
2
Search jumps 10%,
OTAs extend booking lead.
Thirty-six percent of travellers plan to begin their hotel research using a search engine, up from 26% in 2024, with Baby Boomers leading at 42%. Forum use has nearly doubled, particularly among young US and German travellers, overtaking tips from family and friends, which have declined for a third straight year.
When booking, 42% will opt for an online travel agency (up 3%), while direct property bookers have dropped 1% (to 27%). Travel agent use is up 1.5%. Over half (52%) report abandoning an online booking due to a bad experience, with the highest rates in Mexico and India.
The first step in accommodation research for 2025 stays
Search engine use to start accommodation research, by country
The main reasons travellers are abandoning online hotel bookings
Online hotel booking abandonment, by generation
The first step in accommodation research for 2025 stays
Search engine use to start accommodation research, by country
The main reasons travellers are abandoning online hotel bookings
Online hotel booking abandonment, by generation
3
46% choose a Standard Room, saving up to splash.
Globally, 46% plan to book a Standard Room for their 2025 stays, 12.5% more than those opting for a Superior Room, signalling a focus to save on essentials. Loyalty benefits are also influencing choices, with 24% returning to hotels for these perks—up from 19% in 2024 and 15% in 2023—and reaching 33% in the US.
Despite this, travellers are willing to splurge where it counts. Compared to this time last year, almost all (92%) plan to spend at least the same amount on their accommodation, through add-ons that heighten their humble stay. Eighty-seven percent are ready to spend extra on breakfast (47%), room size (30%) and views (28%), and 70% are open to paying more for an eco-friendly stay.
The room types the 2025 traveller plans to book
The number globally that list a hotel’s loyalty program as a main reason to return
The add-ons travellers would be happy to spend extra on
The extra amount travellers are open to paying for an eco-friendly stay
Willingness to pay more, by country
The room types the 2025 traveller plans to book
The number globally that list a hotel’s loyalty program as a main reason to return
The add-ons travellers would be happy to spend extra on
The extra amount travellers are open to paying for an eco-friendly stay
Willingness to pay more, by country
4
Nearly 2-in-3 more likely to travel for an event.
Event travel is set to boom, with 65% saying they’d be more likely to travel for an event versus 12 months ago. This rises to 83% among Gen Zs and 96% among Indian and Indonesian Gen Zs. Fifty-eight percent will book their hotel within a week of buying a concert ticket, with only 7% waiting until the last minute.
When it comes to pricing, 65% agree (40%) or strongly agree (25%) that hotels should be able to adjust their rates during busy periods, a perspective most common among young urban guests. Most (83%) would consider booking at another time if incentivised, though.
The events that travellers will be more likely to travel for in 2025
The increased likelihood to travel for an event, by generation
Global sentiment on whether hotels should be able to adjust prices during busy periods
The events that travellers will be more likely to travel for in 2025
The increased likelihood to travel for an event, by generation
Global sentiment on whether hotels should be able to adjust prices during busy periods
5
Just the (2025)
essentials, please.
Despite event travel’s rise, over 50% expect to spend “most of the time” (19%) or “considerable time” (32%) at their hotel in 2025, a 1.5% increase year-on-year.
When there, pillows and bedding emerge as the most important room feature (56%), especially among those from Spain, France and Italy. This is followed by a room’s view (53%) and temperature control (35%), while baths (30%) narrowly pip shower pressure (29%). Forty-two percent prefer their towels hung in the bathroom, versus 38% on the bed, with only 13% favouring towel art. Case closed!
The travellers planning to spend “most of the time” or “considerable time” at their hotel in 2025
The most valued hotel room features (Top 3 summary)
The importance of a bath versus shower pressure for 2025 stays (Top 3 summary)
The travellers planning to spend “most of the time” or “considerable time” at their hotel in 2025
The most valued hotel room features (Top 3 summary)
The importance of a bath versus shower pressure for 2025 stays (Top 3 summary)
6
Working traveller rises
5%, pets in tow.
The number planning to work on site has risen to 41%, up 5% from 2024 and 10% from 2022. The biggest change is among Millennials, 50% of whom intend to work during their 2025 stays. Those from Thailand and Indonesia lead the log-ins, while travellers from France and the UK are least likely to answer emails from the road.
Additionally, 46% now find pet-friendly amenities more important when picking a hotel. This is especially true for Gen Z travellers from Thailand and Indonesia, and least so for older guests from Canada and Germany.
The percentage of travellers planning to work during their 2025 stay
The degree that pet-friendly amenities and policies are impacting accommodation choices, compared to previous years
The percentage of travellers planning to work during their 2025 stay
The degree that pet-friendly amenities and policies are impacting accommodation choices, compared to previous years
7
AI normalising, but only 1-in-10 think machines should do it all.
When it comes to adopting new technologies, 51% believe hotels are ahead (33%) or very ahead (18%) of the curve, a perception as high as 80% in Indonesia and as low as 30% in France.
AI use remains contentious, however, with travellers from Asia and Latin America generally most receptive, and those from Oceania, North America and Europe most cautious.
On site, travellers feel most comfortable with AI handling tasks like housekeeping and room service, hesitating to let machines take on a responsibility like cooking. Globally, only 12% would support machines managing all key hotel functions in 2025.
The percentage of travellers open to using AI at times during the planning, booking and experiencing of their 2025 stay
The parts of the on site hotel stay travellers would never want handled by a machine
The percentage of travellers open to using AI at times during the planning, booking and experiencing of their 2025 stay
The parts of the on site hotel stay travellers would never want handled by a machine
Traveller Profiles
The Australian traveller
1
In 2025, the Australian traveller will book accommodation directly via phone, email or a property’s website 35% of the time, just behind the US traveller at 37%.
2
Nearly 19% will venture solo, the highest globally.
3
They will be the most likely to stay at a camping site (11%), surpassing the French traveller, who topped the list last year.
4
Perhaps ironically, 38% list shower pressure as one of their three most important room features, the highest globally.
5
New Zealand, Japan, the US, UK and Indonesia top the Australian traveller’s wish list.
Traveller Profiles
1
The Australian traveller will book accommodation directly via phone, email, or a property’s website 35% of the time for 2025 stays, just behind the US traveller at 37%.
2
Nearly 19% will venture solo, the highest among all surveyed travellers.
3
They are the most likely to stay at a camping site (11%), surpassing the French traveller, who topped the list last year.
4
Perhaps ironically then, 38% list shower pressure as one of their three most important room features, the highest globally.
5
New Zealand, Japan, the US, UK, and Indonesia are the top five countries on the Australian traveller’s wish list.
1
In 2025, the Canadian traveller will begin hotel research through family or friends 13% of the time and stay with them 25% of the time, the highest globally in both categories.
2
At 15%, they will be the most likely to use a travel agent to make a booking.
3
On site, only 30% will work (11% below the global average), while live music will be their most preferred experience.
4
They will be the most reluctant to use AI, narrowly ahead of the Australian and German traveller.
5
The US, Mexico, UK, Italy and Cuba top the Canadian traveller’s wish list.
1
In 2025, the Chinese traveller will not be experiencing the world as part of a tour group, opting instead to experience it with loved ones. One-in-ten will travel solo.
2
They will again be the most likely to stay at a big chain (38%) or luxury hotel (35%). Thirty-seven percent will stay in a Deluxe Room or better, 16% above the global average.
3
Fifty-three percent will be likely to seek out gourmet dining and wine tasting, second only to the Thai traveller. Meanwhile, 31% will look for sleep improvement programs, 10% more than those interested in yoga.
4
Online travel agencies will remain their preferred booking method (56%), with only 16% planning to book directly.
5
Australia, France, Japan, South Korea and Canada top the Chinese traveller’s wish list.
1
In 2025, the French traveller will be the most likely to stay at a vacation rental (29%).
2
They will be the most relaxed when securing accommodation for a music event, with 28% saying they book either months after purchasing their ticket or at the last minute.
3
Only 30% plan to spend most of the time (9%) or considerable time (21%) on site at their property, 21% below the global average.
4
Thirty-seven percent cite “value for money” as the top reason to return to a hotel, second only to the German traveller.
5
Italy, Portugal, Spain, Greece and Belgium top the French traveller’s wish list.
1
Though only 18% are more likely to travel for a concert in 2025, the German traveller will be among the most organised when they do. Sixty-four percent will book their hotel within a week of purchasing their ticket.
2
By far, spa services (36%) will be their favoured on site experience, 12% ahead of their second choice, live music.
3
Temperature control (45%) will be more important to them than to any other guest globally.
4
They will be the least impressed by towel art, with just 7% preferring a swan or flower design, 23% less than the Chinese traveller (30%).
5
Austria, Spain, Italy, Greece and France top the German traveller’s wish list.
1
At 19%, the Indian traveller will be the most likely to start their hotel search on an online forum, with equal interest among Gen Zs, Millennials and Gen Xs.
2
They will be the most likely to abandon an online booking due to a negative user experience (65%).
3
Seventy-nine percent will be more inclined to purchase a bundled travel package compared to last year.
4
Thirty-three percent will be more likely to travel for a wedding, the highest globally.
5
Australia, the US, UAE, Canada, and the UK top the Indian traveller’s wish list.
1
In 2025, the Indonesian traveller will be the most likely to research (25%) and book (62%) their stay via an online travel agency, overtaking China.
2
They will be the second most open to using AI (behind only the Thai traveller) for planning and experiencing their stay, with only 2% opposed.
3
Twenty-four percent list the mini bar as one of their three most important room features, higher than any other traveller globally.
4
They will be the most passionate about power sockets, with 21% saying that a power socket’s location is a vital part of a hotel room.
5
Japan, Singapore, South Korea, Australia and Malaysia top the Indonesian traveller’s wish list.
1
At 50%, the Italian traveller will be the most likely to turn to a search engine for their 2025 accommodation discovery.
2
Only 5% say they would be happy for AI to manage all key hotel tasks, the lowest of any traveller globally.
3
They top the list for least time to be spent on site, with 30% planning to spend almost no time at their accommodation, 17% above the global average.
4
Sixty-nine percent will be willing to pay extra for an eco-friendly property, higher than any European traveller.
5
Spain, France, Greece, Austria and Germany top the Italian traveller’s wish list.
1
At 21%, the Mexican traveller will be the most likely to start their accommodation research on social media.
2
They are the most impacted by price rises in the world, with only 12% saying that higher prices will have no impact on their choice of accommodation.
3
Sixty-one percent of the time, “a view” is one of their three most important room features, 8% above the global average.
4
Fifty-nine percent say that pet-friendly policies and amenities will be more important to them than in previous years, 13% above the global average.
5
The US, Canada, Colombia, Brazil and Japan top the Mexican traveller’s wish list.
1
In 2025, the Singaporean traveller will be the most likely to travel internationally, with 93% planning to do so and capitalise on that all-powerful passport.
2
Only 6% think that hotels shouldn’t be able to adjust their prices during busy periods, less than half the global average of 13%.
3
Sixty-three percent will spend most of their time (18%) or considerable time (45%) at their accommodation during their next trip. Perhaps linked, 44% say that a bath is one of their three most important room features, more than any other traveller.
4
One-in-three would be happy to pay more for an early check-in or late check-out, 9% above the global average.
5
Japan, Malaysia, China, Australia and Thailand top the Singaporean traveller’s wish list.
1
In 2025, the Spanish traveller will be the most likely to book a Standard Room (59%), 13% above the global average.
2
Fifty-two percent plan to travel both internationally and domestically in 2025, up 32% year-on-year.
3
At 4%, they will be the least likely to pay extra for childcare services, narrowly less than the French traveller (5%).
4
Sixty-seven percent say pillows and bedding will be one of their three most important room features, the highest of any traveller globally.
5
France, Italy, Portugal, the UK and Germany top the Spanish traveller’s wish list.
1
In 2025, the Thai traveller will be the most security conscious when booking stays, with 33% having abandoned an online reservation because a website “didn’t feel secure”.
2
In a similar vein, guest reviews will be their most important factor when shopping for rooms online (22%), higher than for any other traveller globally.
3
Forty-seven percent will be more likely to travel for a music festival compared to this time last year. This spontaneity is reflected in their flexibility regarding travel timing, with 89% saying they would consider booking at another time for the right incentive.
4
At 68%, they will be the most likely to work during their next stay.
5
Japan, China, South Korea, Singapore and Vietnam top the Thai traveller’s wish list.
1
When booking in 2025, the UK traveller will be the second-most likely to use a travel agent or arranger (15%).
2
They will be the third most likely to check-in with their partner or spouse (41%), behind only the Spanish (44%) and French traveller (43%).
3
Thirty percent will seek out live music during their next stay, making it their most popular experience, ahead of spa services (26%) and gourmet dining (17%).
4
Forty-two percent would never want bartending to be handled by a machine, ranking third behind the German (53%) and Australian traveller (43%).
5
Spain, France, Greece, Italy and the US top the UK traveller’s wish list.
1
In 2025, the US traveller will be the least likely to travel internationally, with only 1-in-2 planning to do so. However, this will be an 8% increase year-on-year, driven by Gen Z.
2
Thirty-seven percent will book their accommodation directly with the property, higher than any other traveller globally.
3
Two percent more plan to stay at a big chain and resort, while 1% more plan to stay at a luxury hotel, compared to the 2024 traveller.
4
Thirty-three percent see a property’s loyalty program as a top reason they’d return, the highest worldwide.
5
Canada, Italy, France, Australia and Mexico top the US traveller’s wish list.
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Turn insights into action
Building on SiteMinder’s Changing Traveller Report 2025, we’ve distilled key insights into a comprehensive Action Plan tailored for accommodation providers. Now that you understand the evolving needs of today’s travellers, discover how you can leverage these insights to take meaningful action and drive results.
Methodology
Powered by Kantar, in August 2024, SiteMinder asked more than 12,000 travellers in 14 of the world’s largest tourist markets (Australia, Canada, China, France, Germany, India, Indonesia, Italy, Mexico, Singapore, Spain, Thailand, UK and USA) 25 accommodation-specific questions.
SiteMinder then analysed responses by gender, generation, location (urban, suburban and rural), travel plans (domestic, international or both), work plans, travel companion, household income and preferred accommodation type.