Five traveler trends shaping the future of accommodations

Rising inflation will not discourage people from traveling, and the popular approach of combining business and leisure travel will push hotels to evolve.

These are two key takeaways from open hotel commerce platform SiteMinder’s 2022 Change Traveler Report, which surveyed more than 8,000 travelers from 10 countries.

Sankar Narayan, Managing Director and CEO of SiteMinder, says that as the travel industry recovers, “a new breed of traveler” has emerged with higher expectations and “hoteliers must be ready” to meet their needs.

“In SiteMinder’s 2022 Change Traveler Report,” Narayan continues, “we can see that now more than ever, travelers have the ambition to book, travel, work, connect and see the world with the greatest flexibility and security experience.”

The report identifies five key trends among travelers:

  • Inflation currently has “moderate” to “no” impact on travel decisions for the majority of respondents. In fact, 85% of travelers are willing to pay for extras on their next stay, particularly breakfast (50%) and a view (34%). SiteMinder’s report recommends hotels to offer targeted additional offers, such as B. Early check-in for families with young children and last-minute room upgrades on site. After the stay, hoteliers can send offers to incentivize future visits. “It’s critical that every step feels personal,” the report says.
  • Travelers are “winnable”. Three-quarters of global travelers and 86% of millennial travelers are open to receiving ads for a place to stay that’s right for them. More than half of those surveyed are “often” or “always” happy about personalized offers and deals – even after their stay. Social media “often” or “always” influences the booking decisions of 43% of all travelers.
  • With 36% of all travelers planning to work on their next trip, the needs of working travelers will shape the “hotel of the future”. Two-thirds of professional travelers prefer automated check-in to manual, compared to half of leisure travelers.

    For 78% of business travelers and 60% of leisure travelers, the “little things”—for example, the scent of a place, its artwork, or the music of the restaurant—“always” or “often” have an impact on whether they would return to a place . Many travelers planning work vacations bring their families with them, so offering children’s educational programs and tours could be a good strategy for hotels, SiteMinder says.

  • For the new “trust-critical” traveler, every digital touchpoint matters. When booking directly on an accommodation’s website, more than half (57%) of respondents say their top priority is an easy and secure booking and payment process. The largest percentage of travelers (49%) prefer to pay online with a credit card or electronic bank transfer, followed by in person (43%). Eighty percent say it is “important” or “very important” to have the flexibility to change or cancel their reservation.
  • Travelers are not willing to compromise on human connection. When asked about the aspects of their stay that would most likely make them want to return, the top three reasons given are: value for money (72%), location (58%), and staff and customer service (43%). ). Almost nine out of ten respondents state that employees would like to be present on site.
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To reach the 37% of travelers planning to book with OTAs, SiteMinder recommends casting a wide net. According to the report, promoting a property on five or more OTA channels can increase bookings by up to 40%.

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With 27% of travelers planning to book directly with the venue, hoteliers can drive more direct bookings by: using metasearch to reach travelers on Google; use of market information for price tracking; use of promo codes; and connection to a global distribution system, with 10% of travelers planning to book through a travel agent.


There are so many ways to engage with your guests between booking and check-in, and even during their stay, which will enhance the customer experience.

Noreen Henry-Sojern

The study also shows that travelers are three times more likely to consult a search engine than friends when gathering information about hotels. More than half plan to spend “more” or “a lot more” time looking for the cheapest accommodation than they did two years ago.

Noreen Henry, Chief Revenue Officer at Sojern, a digital marketing solutions company, says: “The challenge at hand is: How can you be everywhere your potential guests are when they are searching online for their next trip?

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“You can no longer rely on one or even two digital channels and expect to build and develop a relationship with your guest,” Henry continues. “It is crucial to have a presence wherever travelers are searching. A multichannel marketing approach ensures your hotel stays on the mind throughout the search and planning process, so you can win the direct booking.”

But Henry calls that “only half the battle.”

“There are so many ways to engage with your guests between booking and check-in, and even during their stay, which will improve the customer experience. You can also build loyalty by re-engaging with previous guests.”

Other insights are:

  • More than 70% of global travelers would “probably” or “definitely” visit their Metaverse accommodation prior to check-in.
  • 87% would appreciate it if their accommodation provider allowed them to learn more about local culture and history.

SiteMinder is headquartered in Sydney with offices in Bangkok, Berlin, Dallas, Galway, London and Manila.

SiteMinder surveyed 8,182 travelers in Australia, China, France, Germany, Indonesia, Italy, Spain, Thailand, the United Kingdom and the United States in August 2022.


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