More than three-quarters of travelers express a desire to incorporate artificial intelligence (AI) into their accommodation journeys. Yet, a significant majority are hesitant about allowing machines to dominate every aspect of their hospitality experience.
This insight comes from SiteMinder’s latest report, the “Changing Traveller Report 2025,” which surveyed 12,000 travelers across 14 countries, including the United States, Spain, China, Australia, and Thailand.
The Rise of the “Everything Traveler”
The report introduces the concept of the “everything traveler,” a term that encapsulates a new breed of multi-faceted travelers who blend traditional and contemporary travel preferences.
As Trent Innes, Chief Growth Officer at SiteMinder, notes, “In an era where guests hold increasing influence over their stays, it’s clear that their evolving needs are both broad and deeply specific.”
This shift necessitates that hospitality providers adapt their operations to meet these nuanced demands, particularly in technology usage and guest engagement.
According to Innes, understanding these preferences is not merely about following trends; it requires a commitment to comprehending how traveler behaviors are evolving. “Data-driven insights become critical for hoteliers to anticipate guest needs and deliver the stay they envision,” he emphasizes.
Perception of AI in Hospitality
The report reveals that 51% of respondents believe hotels are leading the way in adopting new technologies, including AI—a topic that has gained significant traction since the launch of ChatGPT in November 2022.
A remarkable 78% of travelers are open to using AI throughout their accommodation journey in 2025. Respondents support AI handling tasks such as room service and housekeeping but draw the line at more personal services like cooking.
However, despite this enthusiasm for AI integration, only 12% of travelers are comfortable with machines managing all key hotel functions. This indicates a clear preference for a balanced approach where technology enhances rather than replaces human interaction.
Regional Variations in Technology Adoption
Adoption rates for AI technology vary significantly by region. In high-growth areas, an average of 90% of travelers are receptive to using AI.
Notably, 98% of travelers in China and 94% in India strongly support AI technologies. Conversely, in more traditional destinations like Canada and Australia, only about 60% express willingness to embrace new technologies.
For instance, the United States stands at 69%, reflecting a more cautious approach among travelers from established markets.
Evolving Search and Booking Habits
The research also highlights changes in how travelers plan and book their accommodations. With travel inspiration proliferating through social media and influencers, 36% of travelers intend to begin their hotel research using search engines in 2025—an increase from 26% this year.
This trend is particularly pronounced among baby boomers, with 42% indicating they will start their search online. Travelers utilize various sources during their planning phase:
- 11% rely on online forums like Reddit and Quora
- 7% seek advice from family and friends—a figure that has declined over the past three years.
When it comes time to book accommodations:
- 42% use online travel agencies (OTAs), marking a 3% increase from previous years.
- 27% opt for direct bookings with suppliers—a slight decrease from last year.
A seamless booking experience is crucial for fostering traveler loyalty. Alarmingly, 52% of respondents reported abandoning an online booking due to negative experiences—a trend even more pronounced among younger generations.
For instance, 70% of Gen Z respondents and 61% of millennials indicated they had abandoned bookings because of poor experiences. SiteMinder identifies several factors contributing to booking abandonment:
- Lack of site security
- Payment issues
- Slow loading times
- Unappealing design, and
- Inadequate mobile-friendliness.
The Future: Balancing Technology with Human Touch
As the hospitality industry continues to evolve alongside technological advancements, hoteliers must strike a balance between leveraging AI and maintaining essential human interactions.
The insights from SiteMinder’s report underscore the importance of understanding traveler preferences and behaviors as they adapt to new technologies. In conclusion, as we look ahead to 2025 and beyond, hospitality providers must remain agile and responsive to the changing landscape shaped by both technology and traveler expectations.
By doing so, they can enhance guest experiences while ensuring that personal touches remain at the heart of hospitality. This evolving relationship between technology and personal service will define the future of travel accommodations—where AI serves as an ally rather than a replacement for genuine human connection.
As we navigate this new terrain, staying attuned to traveler sentiments will be crucial for success in an increasingly competitive market. In summary, embracing AI while preserving the core values of hospitality will not only meet traveler expectations but also foster loyalty in a rapidly changing environment.
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