DALLAS, Texas—SiteMinder has launched its Altering Traveler Report 2025, which reported that 37 p.c of U.S. vacationers plan to guide their 2025 stays instantly, both by way of a lodge’s web site (23.5 p.c) or by contacting the property by telephone or e mail (13 p.c). This determine exceeds the worldwide common of 27 p.c, and rises to 57 p.c amongst these over the age of 60.
The report, based mostly on a survey of over 12,000 respondents throughout 14 tourism markets, reveals how these plans are shaping the rise of the “all the things traveler”—a multifaceted visitor mixing trending and conventional behaviors as journey dynamics shift. The report underscores a choice for direct bookings amongst U.S. vacationers, outpacing these from Australia (35 p.c) and Germany (33 p.c). Against this, vacationers from Indonesia (16.5 p.c) and China (17 p.c) are the least prone to guide their lodge keep instantly.
SiteMinder’s report additionally highlights that loyalty incentives have gotten an more and more necessary consider driving repeat enterprise, with 33 p.c of U.S. vacationers citing them as one of many prime three causes for returning to a lodge in 2025—9 share factors larger than the worldwide common. SiteMinder’s Altering Traveler Report 2025 reveals that in 2022, 23 p.c in the US and 15 p.c globally cited loyalty applications as a major motive for returning. This rose to twenty-eight p.c in the US and 19 p.c globally in 2023, earlier than reaching 33 p.c (38 p.c amongst Gen Z) in the US and 24 p.c globally for stays subsequent yr.
SiteMinder’s information reveals that greater than half (51 p.c) of U.S. respondents plan to journey overseas in 2025, up from 43 p.c this yr. This improve is basically being pushed by Gen Z vacationers (aged 18-27), 73 p.c of whom intend to journey internationally subsequent yr, in comparison with simply 30 p.c of these over the age of 60. Common worldwide locations for Gen Z embrace Australia (13 p.c vs. 7 p.c country-wide), France (10 p.c vs. 7 p.c country-wide), Brazil (7 p.c vs. 3 p.c country-wide), and New Zealand (7 p.c vs. 2 p.c country-wide). Canada would be the hottest vacation spot total (10 p.c).
This discovering highlights the generational divide in the US on the subject of journey and lodging preferences. SiteMinder’s report provides a number of further examples:
- Twenty-three p.c of Gen Z vacationers plan to make use of on-line boards to search out their 2025 lodging, in comparison with simply 3 p.c of these over 60, whereas 67 p.c of Gen Z have deserted on-line bookings on account of poor experiences, a stark distinction to the 21 p.c of older vacationers who report the identical.
- Gen Z is extra prone to spend further cash on lodging subsequent yr (69 p.c vs. 32 p.c) and to work from their lodge (59 p.c vs. 15 p.c). They plan to spend “more often than not” on website (41 p.c vs. 7 p.c) and are extra keen to pay further for eco-friendly stays (87 p.c vs. 31 p.c).
- Gen Z is extra prone to journey for an occasion (79 p.c vs. 38 p.c) and to embrace AI at numerous levels of their lodging journey (87 p.c vs. 41 p.c).
Trent Innes, chief development officer at SiteMinder, stated, “American vacationers are more and more incorporating the alternatives supplied by know-how into tried-and-tested practices, to optimize their shopper expertise. The enduring, and growing recognition of direct bookings and loyalty applications is testomony to this, as lodging customers search out offers and initiatives on-line to maximise worth for cash and improve their keep.”
Innes added, “Hoteliers would do properly to make sure they’re prepared to reply dynamically to surges in bookings round main occasions, significantly amongst Gen Z vacationers. By specializing in this era’s expectations, together with integrating AI into the client journey and offering choices for eco- and work-friendly stays, accommodations can curate memorable experiences and win over a brand new era of company.”
