Australia
See the priorities, booking habits and stay expectations shaping Australian travellers.
Changing Traveller Report 2027
SiteMinder’s Changing Traveller Report2027
The world is
travelling differently.
What 12,000 travellers told us about their accommodation plans and preferences for 2027.
The world’s largest accommodation-specific consumer survey
Global Signals
The four biggest shifts in how the world will travel
SHIFT 01
Travellers are
riding solo.
After three years of little change, solo trips are set to break out in 2027. They’re now the third most common choice, ahead of travel with friends, colleagues and tour groups combined.
+2.3pp16.1%Solo trips
+3.1ppGen X
Women+2.9pp
Chooses a standard room
43.3% global55%of solo travellers
SHIFT 02
Experiences are
taking over points.
Value and location are still the top reasons to return, but the deciding factor that’s rising fastest is something less rational: a memorable moment.
Reason to return to a hotelA memorable moment
39.1%+2.4pp
Reason to choose a hotel chain
Would pay extra for at least one on-site experience
+2.8pp
80.3%2027
The top-ranked in-room touches
A big-screen
& streamingUS / Australia
& streamingUS / Australia
SHIFT 03
The scroll is
going regional.
Social media’s moment as a research channel is plateauing while AI assistants are picking up the pace - but not every market has gotten the memo.
First research stop9.4%Social media
Year-on-year growth in social media as the first research stop
Social media creators as shapers of destination choice
74.8%Thailand
SHIFT 04
The challengers
are gaining ground.
2027’s dream destinations
#1Japan+1.8pp
18.6%
Indonesia+0.55pp
Thailand−0.49pp
Change in destination preferenceTop city destinations
Perth
#482027 rank
#482027 rank
27
AI & Trust
“Dear AI, we're still in control”
How travellers are letting AI into their trips, one condition at a time
01
Rising influence, not control
As a starting point for accommodation research, AI assistants have nearly doubled their share over the past year, up to 7.3% and growing faster than any other channel. Travellers are looking ahead, too, expecting AI to handle nearly 6% of bookings in 2027. But adoption hasn't turned into an appetite for full automation: half of all travellers still want to plan trips themselves, and only one-in-eight would hand over the planning process entirely.
6%
of travellers expect to book their accommodation through an AI agent in 2027.
02
Where trust lives today
For now, the intermediaries travellers already know hold the advantage. Booking platforms are trusted with personal data by more travellers than hotels (37.5% vs 29.6%), and both comfortably outrank AI assistants (13.0%). Among OTA loyalists, trust in the platform and its reviews outweighs loyalty points as a reason to keep booking there (40.2% vs 31.6%). AI’s fastest route to adoption is likely through these platforms, not around them.
13%
Only 13% of travellers trust AI assistants to use their personal data.
03
Where choice really matters, AI hits a ceiling
When it comes to the biggest decision in travel — where to go — personal trust still wins by a wide margin. Friends and family shape destination choice more than film, influencers or magazines, and tailored recommendations from AI trail them all.
#5
AI ranks fifth among six influences on destination choice, ahead of advertising only.
04
The trust gap AI could close
Among 26.5% of travellers, unreliable reviews, photos or details are the biggest cause of booking abandonment, ahead of fraud fears or a website that feels insecure. The most tech-comfortable travellers are doing the vetting: nearly three-in-four Gen Z travellers have walked away from a booking over a trust concern, versus roughly one-in-four Baby Boomers. That’s where travellers say they want AI’s help, with spotting fake listings and summarising reviews now two of the most valued AI capabilities. What travellers trust least is exactly where they’d welcome AI most.
33%
of travellers would use AI to spot fake listings and scams.
05
Comfort comes as a bundle, not a feature
Three-in-four travellers say they'd let AI complete a booking under the right conditions, but no single safeguard unlocks that comfort alone. Easy cancellation, staying on budget, full refundability, final approval and human backup all sit within a few points of each other. Younger travellers are again asking for more of these safeguards, not fewer. Trust isn't being earned feature-by-feature; it’s arriving as a package or not at all.
75%
of travellers would let AI complete their hotel booking, under the right conditions.
Generation Gaps
Four generations. Four travel mindsets.
Gen Z
The most enthusiastic traveller
60%
report a stronger desire to travel next year.
Review-driven
#1
Guest reviews and ratings are their #1 property-choice factor.
Willing to spend on extras
Only 6% skip paying for any add-on or on-site experience.
Cautious
71%
have walked away from an online booking over a trust concern.
Millennials
The most
internationally-
minded
77%
are planning a trip abroad in 2027.
High-end
The least likely to pick a Standard Room and the most likely to pick a boutique/luxury hotel (15%).
Loyalty-driven
26%
would return to a hotel because of its loyalty program.
AI-curious
are open to letting AI handle most or all of their trip planning.
Gen X
The most OTA-
native
30%
start accommodation research on a booking site or app.
Drawn to groups and chains
23%
pick a well-known group or chain hotel as their preferred accommodation.
Price-driven
name price comparison as their top reason to book via an OTA, and 72.5% cite competitive pricing as a reason to pick a chain.
Caffeine-dependent
say a premium coffee or tea station would elevate their stay.
Baby Boomers
The most
trusting
75%
have never abandoned a booking over a trust concern.
Likely to skip paid extras
skip every on-site experience, while 30% avoid paid add-ons.
Influenced by people
Friends and family shape destination choices.
Location-driven
75%
Location influences property choice.
2027
Traveller Profiles
Essential insights to understand and attract key source markets
Drag to rotate. Select a country to explore its traveller profile.
PDF DOWNLOADThe Australian
traveller
In 2027, search engines will be the first stop for the Australian traveller who will let value decide from there. Mostly, this traveller will ride solo, stay close to home, and choose hostels or motels. For hotels looking to win their booking, go with an offer that cuts through and make sure real human interaction is available at the end of the line.
Three defining figures
01 · TRAVEL COMPANION
22.5%Will travel solo.
Australia 22.5%
Global 16.1%
6.4 pts above the global average
02 · TRAVEL INTENTION
41.2%Will only travel domestically.
Australia 41.2%
Global 29.7%
11.5 pts above the global average
03 · ACCOMMODATION TYPE
13.9%Will book a hostel or motel.
Australia 13.9%
Global 10.9%
3.0 pts above the global average
Three stops on the journey
Search backed by word of mouth
Even with search leading the way, personal recommendations still carry real weight.
GlobalAUS
01Search engine20.1%24.1%
02OTA/booking site27.1%22.7%
03Friends/family12.9%17.0%
04With hotel brands I know7.5%9.0%
05Social media9.4%6.4%
06AI assistant7.3%4.6%
Global average. Scale 0 to 30%.
The call still closes it
A meaningful share still prefers to speak with someone to book their accommodation.
GlobalAUS
01OTA/booking site39.7%32.4%
02A property’s website16.6%17.2%
03Travel agent10.4%14.1%
04Direct contact (call/email)9.1%13.6%
05Search/metasearch engine14.1%11.9%
06AI assistant or agent5.9%3.6%
Global average. Scale 0 to 40%.
Location has a strong pull
It’s one of the clearest reasons for a repeat stay.
GlobalAUS
01Value for money65.7%70.6%
02The location51.5%63.6%
03Staff, customer service, communication44.3%45.0%
04Freebies (breakfast, merchandise)30.4%34.9%
05A memorable moment/experience39.1%29.3%
06Uniqueness/style of property24.1%20.1%
Global average. Scale 0 to 80%.
Three recommendations worth acting on
Select a signal or its ring.
62.3%
62.3% choose a property because of a good deal or package.
Put your best offer front and centre, not buried below room details.25.2% say a large TV with free streaming would most elevate their stay.
Feature the entertainment setup clearly in room photos and descriptions.32.7% will pay extra for an early check-in or late check-out.
Make flexible arrival and departure an easy, visible add-on at booking.
The Canadian
traveller
In 2027, expect the Canadian traveller to do their own research, book directly and enjoy the simpler things in life. For hotels looking to win their booking, go with genuine value-adds, like complimentary breakfast.
Three defining figures
01 · TRAVEL INTENTIONS
33.3%Will ‘only’ travel domestically
Canada 33.3%
Global 29.7%
3.6 pts above the global average
02 · ACCOMMODATION TYPE
22.9%Will book a chain hotel
Canada 22.9%
Global 21.6%
1.3 pts above the global average
03 · ROOM PREFERENCE
54.2%Will choose a Standard Room
Canada 54.2%
Global 43.3%
10.9 pts above the global average
Three stops on the journey
Friends and family lead the way
Personal recommendations matter more to this guest than to any other traveller.
GlobalCAN
01Search engine20.1%25.3%
02OTA/booking site27.1%22.9%
03Friends/family12.9%18.1%
04With hotel brands I know7.5%10.1%
05Social media9.4%5.5%
06Online travel blog5.5%3.9%
Global average. Scale 0 to 30%.
More likely to book directly
That property website better be up to scratch for this direct booker.
GlobalCAN
01OTA/booking site39.7%31.8%
02A property’s website16.6%20.9%
03Search/metasearch engine14.1%12.4%
04Direct contact (call/email)9.1%11.6%
05Travel agent10.4%11.5%
06I don't book ahead4.2%8.1%
Global average. Scale 0 to 40%.
Freebies carry real weight
When compared with others, small extras do more to bring this guest back.
GlobalCAN
01Value for money65.7%69.8%
02Location51.5%55.3%
03Staff, customer service, communication44.3%42.5%
04Freebies30.4%36.8%
05A memorable experience39.1%33.6%
06Loyalty program22.6%27.0%
Global average. Scale 0 to 70%.
Three recommendations worth acting on
Select a signal or its ring.
63.9%
Clear value through a deal or package influences the choice of property for 63.9% of Canadian travellers.
Use prominent, easy-to-scan messaging to show exactly what’s included.33.5% name complimentary breakfast as the most appealing deal type.
Lead with breakfast in your offer rather than treat it as a standard inclusion.22.2% say a premium coffee or tea station would most elevate their stay.
Make sure it comes through clearly in your room photos and descriptions.
The Chinese
traveller
Pause the deal. In 2027, recognition and quality will matter more for this particular guest. As in years past, the Chinese traveller will be led by brand trust and pay to elevate their experience with a better room, a better view and a better meal. Hello, revenue.
Three defining figures
01 · ROOM PREFERENCE
46.1%Will choose a Superior Room
China 46.1%
Global 34.8%
11.3 pts above the global average
02 · TRAVEL INTENTIONS
59.5%Will travel ‘both’ domestically and internationally
China 59.5%
Global 40.5%
19.0 pts above the global average
03 · ACCOMMODATION TYPE
35.4%Will book a chain hotel
China 35.4%
Global 21.6%
13.8 pts above the global average
Three stops on the journey
Pioneers of AI and social discovery
Discovery runs through AI assistants and social content more than a traditional search bar.
GlobalCHN
01OTA/booking site27.1%33.8%
02Social media9.4%16.2%
03AI assistant7.3%14.2%
04Search engine20.1%8.0%
05With hotel brands I know7.5%7.3%
06Online travel blog5.5%6.3%
Global average. Scale 0 to 40%.
OTAs and AI are going strong
Both OTA and AI-assisted bookings are well-established habits for this guest.
GlobalCHN
01OTA/booking site39.7%52.9%
02Search/metasearch engine14.1%14.1%
03AI assistant or agent5.9%10.7%
04A property’s website16.6%9.9%
05Travel agent10.4%6.5%
06Direct contact (call/email)9.1%4.4%
Global average. Scale 0 to 60%.
Character and memory both drive loyalty
A property's uniqueness and a standout experience matter most.
GlobalCHN
01A memorable experience39.1%50.2%
02Uniqueness/style of property24.1%45.6%
03Value for money65.7%42.7%
04The freebies30.4%37.7%
05Staff, customer service, communication44.3%34.9%
06The location51.5%32.3%
Global average. Scale 0 to 70%.
Three recommendations worth acting on
Select a signal or its ring.
60.8%
60.8% choose a property because it's a trusted hotel brand.
Make brand recognition and consistency the centrepiece of your positioning.57.4% would pay extra for gourmet dining or wine tasting, the standout on-site experience.
Put food and drink ahead of other paid extras.43.9% would pay extra for a room with a view.
Feature the view prominently in your room photos and descriptions, and price it as a distinct upgrade.
The French
traveller
Romance is in the air for the French traveller. In 2027, they will likely travel as a couple and treat themself to a room above the standard. Complimentary breakfast is the biggest drawcard for this guest, while value for money is what will bring them back. So, for hotels looking to win their booking, lead with that delicious breakfast included.
Three defining figures
01 · TRAVEL COMPANION
51.2%Will travel with their partner/spouse
France 51.2%
Global 34.4%
16.8 pts above the global average
02 · ACCOMMODATION TYPE
24.2%Will book a vacation rental
France 24.2%
Global 12.9%
11.3 pts above the global average
03 · ROOM PREFERENCE
45.9%Will choose a Superior Room
France 45.9%
Global 34.8%
11.1 pts above the global average
Three stops on the journey
Search engines over AI
Search engines are the dominant starting point for this guest when planning their stay.
GlobalFRA
01Search engine20.1%29.6%
02OTA/booking site27.1%24.2%
03Friends/family12.9%16.3%
04With hotel brands I know7.5%7.5%
05AI assistant7.3%5.4%
06Social media9.4%4.4%
Global average. Scale 0 to 30%.
A strong lean toward booking direct
That property website better be up to scratch for this direct booker.
GlobalFRA
01OTA/booking site39.7%35.0%
02A property’s website16.6%20.7%
03Search/metasearch engine14.1%12.2%
04Travel agent10.4%10.4%
05Direct contact (call/email)9.1%9.2%
06I don't book ahead4.2%8.8%
Global average. Scale 0 to 40%.
Loyalty is bound to value
Above all else, getting real value for money is what brings this guest back.
GlobalFRA
01Value for money65.7%78.9%
02The location51.5%56.7%
03A memorable experience39.1%37.4%
04Staff, customer service, communication44.3%37.0%
05Uniqueness/style of property24.1%25.4%
06The freebies30.4%23.4%
Global average. Scale 0 to 80%.
Three recommendations worth acting on
Select a signal or its ring.
37.6%
37.6% name complimentary breakfast as the most appealing deal type.
Lead with breakfast in your offer rather than treat it as a standard inclusion.38.0% choose a property based on how appealing it looks in photos.
Invest in high-quality photography and make it the centrepiece of your listing.26.9% would pay extra for onsite parking.
Offer parking as a clear, simple add-on at booking.
The German
traveller
In 2027, the German traveller will do their own homework before then speaking with a human. While online channels dominate, this guest values the ongoing role of the travel agent and may also call or email ahead to book their accommodation directly. They'll step up to a Superior Room, so long as the value holds.
Three defining figures
01 · TRAVEL COMPANION
44.5%Will travel with their partner/spouse
Germany 44.5%
Global 34.4%
10.1 pts above the global average
02 · ACCOMMODATION TYPE
24.5%Will book an independent local hotel
Germany 24.5%
Global 16.8%
7.7 pts above the global average
03 · ROOM PREFERENCE
41.3%Will choose a Superior Room
Germany 41.3%
Global 34.8%
6.5 pts above the global average
Three stops on the journey
More than half will start via an OTA or search
Compared to the average traveller, search engines play a slightly bigger role for this guest.
GlobalGER
01OTA/booking site27.1%28.2%
02Search engine20.1%23.9%
03Friends/family12.9%13.9%
04With hotel brands I know7.5%7.3%
05AI assistant7.3%4.3%
06Social media9.4%3.9%
Global average. Scale 0 to 30%.
Craving human contact
A notable share still prefer booking through a travel agent or speaking to someone directly.
GlobalGER
01OTA/booking site39.7%35.2%
02A property’s website16.6%17.5%
03Travel agent10.4%15.4%
04Direct contact (call/email)9.1%12.8%
05Search/metasearch engine14.1%10.1%
06I don't book ahead4.2%5.4%
Global average. Scale 0 to 40%.
Practicality wins
Value for money and location both do heavy lifting in bringing this guest back.
GlobalGER
01Value for money65.7%77.6%
02The location51.5%64.7%
03Staff, customer service, communication44.3%43.6%
04A memorable experience39.1%36.1%
05Close connection with local culture22.3%24.6%
06Uniqueness/style of property24.1%20.9%
Global average. Scale 0 to 80%.
Three recommendations worth acting on
Select a signal or its ring.
58.4%
58.4% choose a property because of a good deal or package.
Put your best offer front and centre, not buried below room details.37.9% name complimentary breakfast as the most appealing deal type.
Lead with breakfast in your offer rather than treat it as a standard inclusion.28.2% would pay extra for a room with a balcony.
Highlight private outdoor space in room photos and price it as a distinct upgrade.
The Indian
traveller
Meet: the bleisure traveller. In 2027, the Indian traveller will book as a family, step up to a Deluxe Room and may work during their stay. As for AI and social media? They’ll play a big role in this guest’s choice of accommodation. For hotels looking to win their booking, build a trusted brand and have a proper workspace ready.
Three defining figures
01 · TRAVEL INTENTIONS
46.7%Will travel ‘both’ domestically and internationally
India 46.7%
Global 40.5%
6.2 pts above the global average
02 · TRAVEL COMPANION
43.5%Will travel with family
India 43.5%
Global 33.7%
9.8 pts above the global average
03 · ROOM PREFERENCE
25.6%Will choose a Deluxe Room
India 25.6%
Global 14.9%
10.7 pts above the global average
Three stops on the journey
Social remains key to discovery
Social media plays a slightly bigger role in discovery for this guest.
GlobalIND
01OTA/booking site27.1%29.2%
02Friends/family12.9%14.8%
03Search engine20.1%13.7%
04Social media9.4%11.7%
05AI assistant7.3%8.6%
06Online travel blog5.5%8.0%
Global average. Scale 0 to 30%.
OTAs and AI will drive more bookings
Booking platforms remain dominant, with AI finding a growing foothold alongside them.
GlobalIND
01OTA/booking site39.7%42.3%
02Search/metasearch engine14.1%16.4%
03A property’s website16.6%14.4%
04Travel agent10.4%9.6%
05AI assistant or agent5.9%7.8%
06Direct contact (call/email)9.1%7.5%
Global average. Scale 0 to 50%.
Experience closes the gap
Value for money still leads, but a memorable experience isn't far behind.
GlobalIND
01Value for money65.7%54.7%
02A memorable experience39.1%46.7%
03Staff, customer service, communication44.3%42.9%
04The location51.5%37.0%
05The freebies30.4%31.4%
06Uniqueness/style of property24.1%30.0%
Global average. Scale 0 to 70%.
Three recommendations worth acting on
Select a signal or its ring.
49.9%
49.9% choose a property because it's a trusted hotel brand.
Make brand recognition and consistency the centrepiece of your positioning.40.9% would pay extra for premium workspace and technology.
Package a dedicated work-ready setup as a paid upgrade.42.3% would pay extra for a room with a balcony.
Highlight private outdoor space in your room photos and price it as a distinct upgrade.
The Indonesian
traveller
In 2027, the Indonesian traveller will book as a family and step up to a boutique hotel stay, found through social media or AI rather than a search bar. A nice view and the right on-site activities will seal the deal for this guest.
Three defining figures
01 · TRAVEL COMPANION
48.4%Will travel with family
Indonesia 48.4%
Global 33.7%
14.7 pts above the global average
02 · ACCOMMODATION TYPE
21.9%Will book a boutique/luxury hotel
Indonesia 21.9%
Global 11.6%
10.3 pts above the global average
03 · ROOM PREFERENCE
21.1%Will choose a Deluxe Room
Indonesia 21.1%
Global 14.9%
6.2 pts above the global average
Three stops on the journey
Social and AI both score high
Discovery for this guest runs through the feed and AI assistance way more than for any other traveller.
GlobalIDN
01OTA/booking site27.1%33.7%
02Social media9.4%19.0%
03Search engine20.1%12.5%
04AI assistant7.3%12.2%
05Online travel blog5.5%6.1%
06Friends/family12.9%6.0%
Global average. Scale 0 to 40%.
OTAs dominate as AI grows
This guest constitutes the biggest share when it comes to travellers booking through OTAs, but they’re also warming to AI capabilities.
GlobalIDN
01OTA/booking site39.7%50.9%
02Search/metasearch engine14.1%15.2%
03A property’s website16.6%12.3%
04AI assistant or agent5.9%9.6%
05Travel agent10.4%6.7%
06Direct contact (call/email)9.1%3.9%
Global average. Scale 0 to 60%.
A strong pull toward memory-making
An unforgettable experience is certain to bring this guest back.
GlobalIDN
01Value for money65.7%54.1%
02A memorable experience39.1%53.1%
03Staff, customer service, communication44.3%45.1%
04The location51.5%41.8%
05The freebies30.4%31.1%
06Close connection with local culture22.3%25.6%
Global average. Scale 0 to 70%.
Three recommendations worth acting on
Select a signal or its ring.
33.6%
33.6% choose a property because of its on-site extras and activities.
Make on-site extras and activities highly visible in your listing.49.3% would pay extra for a room with a view.
Feature the view prominently in your room photos and descriptions, and price it as a distinct upgrade.39.5% would pay extra for adventure activities and equipment.
Offer adventure experiences as a clear, bookable add-on rather than leave guests to arrange it themselves elsewhere.
The Italian
traveller
In 2027, the Italian traveller will travel with friends and book a B&B, which they’ll likely find through a search engine. For hotels looking to win their booking, offer flexible booking options, easy parking and a genuine connection to the local culture.
Three defining figures
01 · TRAVEL COMPANION
23.7%Will travel with friends
Italy 23.7%
Global 14.5%
9.2 pts above the global average
02 · ACCOMMODATION TYPE
23.3%Will book a B&B
Italy 23.3%
Global 8.1%
15.2 pts above the global average
03 · ROOM PREFERENCE
51.5%Will choose a Standard Room
Italy 51.5%
Global 43.3%
8.2 pts above the global average
Three stops on the journey
Starting out with search
When it comes to planning, search engines are the clear starting point for this guest.
GlobalITA
01Search engine20.1%26.6%
02OTA/booking site27.1%26.2%
03Friends/family12.9%10.0%
04With hotel brands I know7.5%6.6%
05AI assistant7.3%6.1%
06Social media9.4%5.8%
Global average. Scale 0 to 30%.
A preference for a human voice
Picking up the phone is a genuinely common way for this guest to book.
GlobalITA
01OTA/booking site39.7%34.0%
02A property’s website16.6%16.7%
03Search/metasearch engine14.1%15.9%
04Direct contact (call/email)9.1%14.6%
05Travel agent10.4%10.0%
06AI assistant or agent5.9%7.1%
Global average. Scale 0 to 40%.
Local culture matters
A real connection to the culture is important to bring this guest back.
GlobalITA
01Value for money65.7%70.2%
02The location51.5%53.9%
03Staff, customer service, communication44.3%38.0%
04A memorable experience39.1%33.7%
05The freebies30.4%31.8%
06Close connection with local culture22.3%29.5%
Global average. Scale 0 to 80%.
Three recommendations worth acting on
Select a signal or its ring.
46.6%
46.6% choose a property because of flexible booking and stay options.
Make free cancellation and flexible dates a visible selling point.27.2% would pay extra for onsite parking.
Offer parking as a clear, simple add-on at booking.13.4% say a deep soaking tub would most elevate their stay.
Make sure it comes through clearly in your room photos and descriptions.
The Mexican
traveller
In 2027, the Mexican traveller will likely travel domestically and keep it simple with a Standard Room at a familiar chain hotel. They will be influenced by social media or their close circle, and come back for service that lives up to the recommendation.
Three defining figures
01 · TRAVEL INTENTIONS
41.7%Will travel ‘only’ domestically
Mexico 41.7%
Global 29.7%
12.0 pts above the global average
02 · ROOM PREFERENCE
50.8%Will choose a Standard Room
Mexico 50.8%
Global 43.3%
7.5 pts above the global average
03 · ACCOMMODATION TYPE
26.4%Will book a chain hotel
Mexico 26.4%
Global 21.6%
4.8 pts above the global average
Three stops on the journey
Deferring to their friends and feed
Personal recommendations and social media each edge above other usual starting points for this guest.
GlobalMEX
01OTA/booking site27.1%21.6%
02Search engine20.1%18.0%
03Friends/family12.9%15.9%
04Social media9.4%12.9%
05With hotel brands I know7.5%9.4%
06AI assistant7.3%8.9%
Global average. Scale 0 to 30%.
Leveraging comparison tools
Before committing, this guest compares options through search and metasearch.
GlobalMEX
01OTA/booking site39.7%30.5%
02A property’s website16.6%19.1%
03Search/metasearch engine14.1%18.2%
04Travel agent10.4%11.8%
05Direct contact (call/email)9.1%9.2%
06AI assistant or agent5.9%6.3%
Global average. Scale 0 to 40%.
Service and memory bring guests back
Both the people and the experience play a real part in earning this guest’s return visit.
GlobalMEX
01Value for money65.7%64.1%
02Staff, customer service, communication44.3%49.9%
03The location51.5%49.5%
04A memorable experience39.1%43.7%
05The freebies30.4%27.0%
06Loyalty/rewards program22.6%26.2%
Global average. Scale 0 to 70%.
Three recommendations worth acting on
Select a signal or its ring.
17.2%
17.2% name a combined package with a local tour or activity as the most appealing deal.
Pair your offer with a local experience rather than leave it to a separate booking elsewhere.59.8% choose a property because of a good deal or package.
Put your best offer front and centre, not buried below room details.39.2% would pay extra for adventure activities and equipment.
Package adventure as a bookable extra at checkout, not something guests have to hunt down themselves.
The Singaporean
traveller
In 2027, the Singaporean traveller will head abroad as a family, discovering options through social media before booking on a platform. Strong reviews will win their booking, while a great location will earn their return.
Three defining figures
01 · TRAVEL INTENTIONS
70.0%Will travel ‘only’ internationally
Singapore 70.0%
Global 29.8%
40.2 pts above the global average
02 · TRAVEL COMPANION
48.3%Will travel with family
Singapore 48.3%
Global 33.7%
14.6 pts above the global average
03 · ACCOMMODATION TYPE
21.7%Will book an independent local hotel
Singapore 21.7%
Global 16.8%
4.9 pts above the global average
Three stops on the journey
It starts with a scroll
Social discovery is playing an increasingly bigger role for this guest.
GlobalSGP
01OTA/booking site27.1%29.1%
02Search engine20.1%15.5%
03Social media9.4%13.2%
04Friends/family12.9%12.9%
05With hotel brands I know7.5%7.0%
06AI assistant7.3%6.6%
Global average. Scale 0 to 30%.
Among the strongest for OTA usage
One-in-two look no further than established booking platforms.
GlobalSGP
01OTA/booking site39.7%50.9%
02A property’s website16.6%18.4%
03Search/metasearch engine14.1%12.4%
04Travel agent10.4%7.6%
05AI assistant or agent5.9%5.0%
06Direct contact (call/email)9.1%3.7%
Global average. Scale 0 to 60%.
Location plays a real role
It's a meaningful part of why this guest chooses to come back.
GlobalSGP
01Value for money65.7%69.2%
02The location51.5%58.9%
03Staff, customer service, communication44.3%40.9%
04A memorable experience39.1%35.7%
05The freebies30.4%33.1%
06Loyalty/rewards program22.6%22.2%
Global average. Scale 0 to 70%.
Three recommendations worth acting on
Select a signal or its ring.
53.1%
53.1% choose a property because of guest reviews and ratings, above the global average.
Actively manage your review presence: respond to comments, address concerns quickly, and keep ratings current.36.4% would pay extra for early check-in or late check-out.
Make flexible arrival and departure an easy, visible add-on at booking.23.1% name a room upgrade at no extra cost as the most appealing deal.
Offer complimentary upgrades as a clear, simple perk to advertise.
The Spanish
traveller
In 2027, the Spanish traveller will keep it simple with a Standard Room, while still expecting real value for money in return. For hotels looking to win their booking, offer easy parking, a standout spa, and some flex when it comes to check-in/check-out times.
Three defining figures
01 · ROOM PREFERENCE
56.9%Will choose a Standard Room
Spain 56.9%
Global 43.3%
13.6 pts above the global average
02 · TRAVEL COMPANION
43.7%Will travel with their partner/spouse
Spain 43.7%
Global 34.4%
9.3 pts above the global average
03 · ACCOMMODATION TYPE
19.8%Will book a vacation rental
Spain 19.8%
Global 12.9%
6.9 pts above the global average
Three stops on the journey
Almost 1-in-3 will start on an OTA
Booking sites edge out other channels as a starting point for this guest.
GlobalESP
01OTA/booking site27.1%29.4%
02Search engine20.1%21.8%
03Friends/family12.9%13.2%
04With hotel brands I know7.5%8.8%
05AI assistant7.3%6.9%
06Social media9.4%5.8%
Global average. Scale 0 to 30%.
Travel agents are still in
A notable share still prefer to book through an agent.
GlobalESP
01OTA/booking site39.7%39.0%
02A property’s website16.6%17.1%
03Search/metasearch engine14.1%15.3%
04Travel agent10.4%13.2%
05Direct contact (call/email)9.1%8.3%
06AI assistant or agent5.9%3.8%
Global average. Scale 0 to 40%.
Value keeps them coming back
Getting real value for money is a major reason this guest will book a repeat stay.
GlobalESP
01Value for money65.7%76.9%
02The location51.5%61.2%
03Staff, customer service, communication44.3%56.7%
04A memorable experience39.1%31.8%
05The freebies30.4%23.9%
06Loyalty/rewards program22.6%19.8%
Global average. Scale 0 to 80%.
Three recommendations worth acting on
Select a signal or its ring.
21.4%
21.4% name flexible check-in/check-out times as the most appealing deal.
Offer flexible arrival and departure as a clear, advertised perk rather than a special request.28.6% would pay extra for onsite parking.
Showcase parking as a simple add-on at booking.40.8% would pay extra for spa services.
Feature your spa amenities early in your listing and marketing, rather than leaving guests to discover it upon arrival.
The Thai
traveller
In 2027, the Thai traveller will likely discover their next B&B stay through social media or travel blogs, then book it on an OTA. Reviews will win their booking, while fine dining and great toiletries will make their stay memorable.
Three defining figures
01 · ROOM PREFERENCE
61.8%Will choose a Standard Room
Thailand 61.8%
Global 43.3%
18.5 pts above the global average
02 · ACCOMMODATION TYPE
20.6%Will book a B&B
Thailand 20.6%
Global 8.1%
12.5 pts above the global average
03 · TRAVEL COMPANION
17.6%Will travel with friends
Thailand 17.6%
Global 14.5%
3.1 pts above the global average
Three stops on the journey
Blogs and social remain vital to discovery
Travel blogs and social content are both playing a bigger role in discovery for this guest.
GlobalTHA
01OTA/booking site27.1%25.7%
02Search engine20.1%16.9%
03Social media9.4%16.2%
04Online travel blog5.5%13.0%
05Friends/family12.9%9.4%
06AI assistant7.3%8.8%
Global average. Scale 0 to 30%.
Almost half will book via an OTA
When it comes to channels, this guest often looks no further than online booking platforms.
GlobalTHA
01OTA/booking site39.7%47.5%
02Search/metasearch engine14.1%19.7%
03A property’s website16.6%9.7%
04Direct contact (call/email)9.1%7.8%
05Travel agent10.4%6.6%
06AI assistant or agent5.9%6.2%
Global average. Scale 0 to 50%.
Service and memories are deeply valued
Both the people and the experience play a real part in earning this guest’s return visit.
GlobalTHA
01Value for money65.7%61.3%
02Staff, customer service, communication44.3%52.2%
03A memorable experience39.1%47.8%
04The freebies30.4%36.2%
05The location51.5%31.8%
06Uniqueness/style of property24.1%27.0%
Global average. Scale 0 to 70%.
Three recommendations worth acting on
Select a signal or its ring.
55.1%
55.1% choose a property because of guest reviews and ratings.
Actively manage your review presence: respond to comments, address concerns quickly, and keep ratings current.55.8% would pay extra for gourmet dining or wine tasting.
Put food and drink front and centre in your on-site offer, ahead of other paid extras.19.6% say a large range of high-end toiletries or wellness products would most elevate their stay.
Make sure premium toiletries and wellness touches come through clearly in your room photos and descriptions.
The UK
traveller
In 2027, this guest will book directly on the property's website and step up to a Superior Room. But ultimately what they're after is a place in a great location with a balcony worth the extra expense. And, of course, let’s not forget that proper cup of tea.
Three defining figures
01 · TRAVEL COMPANION
40.5%Will travel with their partner/spouse
UK 40.5%
Global 34.4%
6.1 pts above the global average
02 · ACCOMMODATION TYPE
19.7%Will book an independent local hotel
UK 19.7%
Global 16.8%
2.9 pts above the global average
03 · ROOM PREFERENCE
40.0%Will choose a Superior Room
UK 40.0%
Global 34.8%
5.2 pts above the global average
Three stops on the journey
More than a quarter will start in a search engine
When compared with most travellers, search engines play a bigger role for this guest.
GlobalUK
01OTA/booking site27.1%29.4%
02Search engine20.1%25.4%
03Friends/family12.9%15.1%
04With hotel brands I know7.5%10.3%
05Social media9.4%3.0%
06Online travel blog5.5%3.0%
Global average. Scale 0 to 30%.
A clear preference for direct-to-site
This guest favours booking straight through the property than other travellers.
GlobalUK
01OTA/booking site39.7%39.0%
02A property’s website16.6%21.2%
03Travel agent10.4%13.1%
04Direct contact (call/email)9.1%9.9%
05Search/metasearch engine14.1%9.8%
06I don't book ahead4.2%5.3%
Global average. Scale 0 to 40%.
Location runs a close second to value
Value for money leads, but location isn't far behind as a return-driver.
GlobalUK
01Value for money65.7%71.9%
02The location51.5%68.7%
03Staff, customer service, communication44.3%49.9%
04A memorable experience39.1%30.3%
05The freebies30.4%26.6%
06Uniqueness/style of property24.1%20.1%
Global average. Scale 0 to 80%.
Three recommendations worth acting on
Select a signal or its ring.
62.3%
62.3% choose a property because of a good deal or package.
Put your best offer front and centre, not buried below room details.30.3% would pay extra for a balcony.
Highlight private outdoor space in your room photos and price it as a distinct upgrade.22.5% say a premium coffee or tea station would most elevate their stay.
Make sure it comes through clearly in your room photos and descriptions.
The American
traveller
It may come as no surprise that this guest, from the land where hotel chains reign supreme, will likely choose an accommodation attached to a name they trust. In this same vein, rewards matter. So, too, does being visible on AI platforms. In 2027, the American traveller may let AI help research and book their stay.
Three defining figures
01 · TRAVEL INTENTIONS
44.0%Will travel only domestically
USA 44.0%
Global 29.7%
14.3 pts above the global average
02 · ROOM PREFERENCE
25.1%Will choose a Deluxe Room
USA 25.1%
Global 14.9%
10.2 pts above the global average
03 · TRAVEL COMPANION
23.6%Will travel solo
USA 23.6%
Global 16.1%
7.5 pts above the global average
Three stops on the journey
Brand familiarity shapes the start
More than any other traveller, this guest begins their trip with names they know and trust.
GlobalUSA
01OTA/booking site27.1%22.9%
02Search engine20.1%20.3%
03Friends/family12.9%12.1%
04With hotel brands I know7.5%10.2%
05AI assistant7.3%9.3%
06Social media9.4%8.3%
Global average. Scale 0 to 30%.
AI's growing foothold
One-in-ten is now comfortable letting AI handle part of their booking process.
GlobalUSA
01OTA/booking site39.7%34.3%
02A property’s website16.6%16.9%
03Search/metasearch engine14.1%14.3%
04Direct contact (call/email)9.1%11.2%
05AI assistant or agent5.9%9.7%
06Travel agent10.4%8.8%
Global average. Scale 0 to 40%.
Loyalty remains in vogue
Rewards programs do more to bring this guest back than almost any other traveller.
GlobalUSA
01Value for money65.7%56.6%
02The location51.5%45.7%
03Staff, customer service, communication44.3%40.9%
04A memorable experience39.1%38.2%
05The freebies30.4%37.6%
06Loyalty/rewards program22.6%33.1%
Global average. Scale 0 to 70%.
Three recommendations worth acting on
Select a signal or its ring.
47.8%
47.8% choose a property because it's a trusted hotel brand.
Make brand recognition and consistency the centrepiece of your positioning.29.6% would pay extra for a larger bed.
Offer bed-size upgrades as a clear, bookable option rather than a fixed room spec.30.7% would pay extra for live music performances.
Feature live music as part of your on-site experience offer, not just background ambience.Access the Hotelier’s Playbook.
Turn traveller insights into your playbook for revenue success.
Practical steps to help you make smarter decisions, capture more guests and grow revenue. Select your market to find your regional playbook.
CHANGING TRAVELLER REPORT 2027
Your market. Your next move.
Regional editions · PDF
Methodology
Survey period5–25 August 2026
Total responses12,029
Countries14
Powered byKantar Group
View respondent breakdown
Age demographics
- Gen Z
- 2,227
- Millennials
- 4,478
- Gen X
- 3,046
- Baby Boomers
- 2,167
- Radio Babies
- 111
Countries
- Australia
- 854
- Canada
- 862
- China
- 868
- France
- 869
- Germany
- 866
- India
- 863
- Indonesia
- 848
- Italy
- 864
- Mexico
- 863
- Singapore
- 844
- Spain
- 870
- Thailand
- 869
- UK
- 855
- USA
- 834