Sydney, Australia – SiteMinder, the world’s leading hotel revenue and distribution platform, today released SiteMinder 2025 Traveler Evolution Reportrevealing the emergence of the “every traveler” – a new, multi-faceted traveler who reflects the dynamic changes in travel with plans that blend trendy and traditional. According to the report from SiteMinder, the world’s largest lodging consumer research, with this evolved guest will come new complexity that should signal a fundamental shift in the way hotels operate.
SiteMinder’s report follows a survey the company conducted of more than 12,000 travelers in 14 of the world’s largest travel markets, including the United States, China, Spain, Thailand and Australia. As an example of the complex nature of all things traveler-related, the report shows that while 78% of global respondents want to use AI at some point during their accommodation stay, only one one in ten (12%) want machines to manage all hotel functions. Additionally, while 72% plan to venture abroad in 2025 – an increase from 65% this year – fewer plan to travel exclusively abroad, with the number intending of traveling both domestically and abroad almost doubling.
Additional information relating to any traveler includes:
- Although 80% plan to have experiences onsite in their accommodation, 41% also plan to work, an increase of 5% from this year.
- Nearly two-thirds (65%) are more likely to travel for an event, with the figure rising to 83% among Gen Z. Yet once they arrive at their accommodation, more than half plan to spend “most of the time” there » (19%) or “a lot of time” (32%), an increase of 1.5% over one year.
- Nearly half (46%) plan to book a standard (basic quality) room, but the majority will splurge “where it counts”, with 87% willing to spend on extras like breakfast (47% ), room size (30%) and views (28%), and 70% are willing to pay more for an eco-friendly stay.
SiteMinder’s report also provides an in-depth analysis of the key distinctions among travelers around the world, including their use and readiness for technology. Notable results reveal:
- There is a significant gap between how travelers in different regions perceive and adopt emerging technologies.
- More than 90% of travelers in high-growth regions are willing to use AI at some point during the planning, booking and experience of their stay, including Thailand (98%), China (96%), India (94%) and Mexico (91%). This figure drops to around 60% of travelers from more traditional destinations such as Canada and Australia (62% each), as well as Germany and the UK (63% each).
- More than half of global travelers (51%) believe hotels are “ahead” (33%) or “way ahead” (18%) in adopting new solutions, a perception that can reach 80 % in Indonesia. but up to 30% in France.
- Seventy percent of Gen Z (ages 18-27) have abandoned an online reservation due to a negative experience, compared to 47% of Gen X (ages 44-59), 28% of baby boomers (60-78 years) and only 13% of broadcasters. Babies (79-96).
- The Italian traveler is the most likely to start their hotel search using a search engine (50%), while the Chinese traveler is the least likely to do so (20%), favoring certain online travel agencies and social networks.
Trent Innes, SiteMinder’s chief growth officer, says the research supports the need for technology to meet the demands of an increasingly diverse traveler next year.
“At a time when guests are exerting increasing influence over their stays, it’s clear that their evolving needs are both broad and deeply specific. The all-in-one traveler embodies a bold new standard, with the flexibility to pivot between impulsive and considered decisions, international and local travel and a clear demand for control,” explains Innes. “Our research tells hoteliers that adapting to these nuanced preferences isn’t just about adapting to a trend: it’s also about committing to a deep understanding of how specific traveler preferences and behaviors evolve, and to keep our finger on the pulse as they evolve. In this landscape, data-driven insights become essential for hoteliers to anticipate guest needs and deliver the stay they envision.
SiteMinder 2025 Traveler Evolution Report is available here.
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About SiteMinder
SiteMinder Limited (ASX: SDR) is the name for SiteMinder, the world’s leading hotel revenue and distribution platform, and Little Hotelier, an all-in-one hotel management software that makes life easier for small accommodation providers. The global company is headquartered in Sydney with offices in Bangalore, Bangkok, Barcelona, Berlin, Dallas, Galway, London, Manila and Mexico City. Through its technology and the largest partner ecosystem in the global hotel industry, SiteMinder generates more than 120 million bookings annually representing more than $50 billion in revenue for its hotel customers.