Insights from the Siteminder’s 2025 Changing Traveller Report

• The ‘Everything Traveller’ of 2025 seeks a blend of traditional and trending experiences, values online communities for recommendations, and prefers spontaneity and practicality.
• With increased international travel plans and a more tech-savvy approach to booking, traveler preferences are shifting towards more practical and personalized experiences, with a strong focus on eco-friendly options.

According to SiteMinder’s Changing Traveller Report 2025, the travel and hospitality industry is poised to witness a significant shift in consumer behavior. The report—the world’s largest accommodation-specific survey—presents insights from 12,000 travelers across 14 countries and highlights the emergence of the ‘Everything Traveller.’

The ‘Everything Traveller’ represents a multifaceted blend of traditional and trending preferences, characterized by a strategic mix of old and new travel experiences. This new breed of travelers relies more on online communities than personal recommendations, balances spontaneity with practicality, and is driven by events and on-site experiences. They’re also eco-conscious and willing to invest in sustainable travel options.

There is an increasing trend of international travel, with 72% of travelers planning to venture abroad, up from 65% in 2024 and 62% in 2023. Japan tops the list of desired destinations, followed by the US and France.

Regarding booking accommodation, 36% of travelers plan to begin their research using search engines, up from 26% in 2024. There is also a growing reliance on online travel agencies, with 42% opting for this method, up 3% from the previous year.

In terms of accommodation preferences, 46% of travelers plan to book a Standard Room for their 2025 stays, indicating a focus on saving on essentials. Despite this, there is a willingness to splurge on add-ons that enhance the overall experience, with breakfast, room size, and views being the top choices. Eco-friendly stays are also gaining traction, with 70% of travelers open to paying more for such options.

Event travel is set to boom in 2025, with 65% of travelers indicating a higher likelihood to travel for an event than 12 months ago. This trend is particularly strong among Gen Zs and travelers from India and Indonesia.

The report also highlights the rise of the ‘working traveler,’ with 41% planning to work during their stay, up 5% from 2024. Additionally, pet-friendly amenities are gaining importance, with 46% considering them significant when choosing a hotel.

There is a growing acceptance of AI in the hospitality industry, with 51% of travelers believing hotels are ahead of the curve in adopting new technologies. However, only 12% of the support machines manage all key hotel functions, indicating that the human touch still holds considerable value in the hospitality industry.

The Changing Traveller Report 2025 provides valuable insights for the hotel and travel industry, underscoring the importance of understanding and adapting to evolving customer preferences. As travelers become more sophisticated and tech-savvy, the industry needs to rise to the challenge and deliver experiences that meet their changing demands, focusing on personalization, practicality, and sustainability.