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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.

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.

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.

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.

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.

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!

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.

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.

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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.