As the hospitality industry heads into 2025, evolving guest preferences, technological advancements, and operational challenges are shaping the future of travel and hospitality. Here’s a look at the key trends defining hospitality in 2025 and how hotels can leverage these insights to thrive.
1. Seamless Experiences
Today’s travelers are looking for a frictionless travel experience, prioritizing convenience and speed. From booking to billing, they expect streamlined, technology-enabled processes and online alternatives for traditionally in-person services.
74% expect hotels to offer online alternatives for traditionally in-person services.
63% want to use digital room keys to skip the front desk.
77% want to use personal devices seamlessly while traveling
81% of customers expect faster service as technology advances.
“Streaming TV” is one of the top 10 filters on Hilton.com that converts searches to stays.
Source: Hilton’s Trends Report 2025
Actionable Tips:
Implement digital check-ins, contactless payments, TV casting, and mobile room keys.
Ensure your booking platform is mobile-friendly. 37% of hotel bookings in 2024 were conducted via mobile devices (Euromonitor).
Self-service platforms are becoming critical tools, enabling online check-ins, room upgrades, and personalized guest services.
2. Personalization
Personalized guest experiences are no longer optional—they’re expected. Technology enables hotels to cater to individual preferences, from curated local experiences to tailored in-room services. Leveraging guest data is critical for improving conversions and fostering loyalty.
65% of travelers want tailored recommendations and 75% are open to sharing personal data if it results in a more personalized experience.
The majority of customers consider that the experience offered by a brand is as crucial as its products or services, and a large proportion seek personalisation tailored to their needs. And yet, 61% of customers say that most companies treat them as a number.
62% of business leaders cite improved customer retention as a benefit of their personalisation efforts.
Actionable Tips:
Use AI and data analytics to gather guest insights and create personalized offers.
Train staff to use tools to document and anticipate repeat guests’ needs.
Craft targeted marketing campaigns that highlight unique, tailored guest experiences.
3. Flexibility
With so much of life structured and scheduled these days as increased the appeal of last-minute bookings, one-way tickets, and other choices that open the door to a sense of discovery
77% of Millennials and Gen-Z have booked a last-minute trip before, compared to 65% of Gen-X and 52% of Baby Boomers.(American Express Global Travel Trends Report)
Flexible booking has become a standard expectation, especially as travel remains unpredictable. Guests prefer hotels that allow cancellations or modifications without penalties.
Unbundling services allows guests to pay only for the amenities they use, a concept that resonates with 87% of travelers. Many travelers are willing to pay more for options like premium room views, spa access, and early check-ins. (Oracle Hospitality Report)
Actionable Tips:
Offer last minute booking deals and tiered pricing models with options for add-ons like premium room views, spa access, late check-out.
Use digital platforms to promote and sell additional services during the booking process and throughout the stay.
Update and communicate clearly your cancellation policies to reflect greater flexibility.
4. Event-Related Travel
Event-driven travel is emerging as a significant motivator for trips: Concerts, location-specific cultural events and athletic events, whether it involves a favorite sport, a beloved team, or an international multi-sport competition.
58% of all respondents were interested in travelling for a sporting event in 2024. (American Express Global Travel Trends Report)
Actionable Tips:
Create an event calendar to accurately anticipate market demand, optimize pricing and promotional strategies, ensuring you capture the key revenue opportunities.
Collaborate with event organizers to create bundled packages that include accommodations, tickets, and transportation.
Highlight your proximity to event venues and offer perks like early check-ins or themed amenities.
5. Solo Travel
Solo travel is increasingly popular among younger travelers. Solo trips are easier to schedule and tailor exactly to your interest, weather it is just relaxation and self-care, developing a new interest, or meeting new people.
57% of respondents agreed that they were more likely to travel solo for a quick weekend getaway than for a longer or more expensive trip.
75% of Gen Z and Millennial travelers planned a solo trip in 2024, citing flexibility and self-care as key motivators.
According to the Global Wellness Institute, the market size of wellness tourism is expected to double between 2022 and 2027.
Actionable Tips:
Create packages tailored for solo travelers, including wellness-focused options like spa access and self-care activities.
Provide single seating options: this could be more seating at the bar or a window seat that overlooks the street.
Create cozy spaces where solo travellers can read a book or work on their computer, giving them also the option to connect with others during their stay.
6. Local, Authentic Experiences
Authentic, local immersion is a top priority for modern travelers. These travelers avoid the fast-paced lifestyle of tourist hotspots and prefer more off-the-beaten-track destinations to immerse themselves into the destination’s local culture.
79% of Gen Z and millennial travelers prioritize experiences that connect them with local culture.
86% prefer supporting local businesses during their trips.
Source: Booking.com Sustainable Travel Report
Actionable Tips:
Partner with local artisans, guides, and businesses to offer unique experiences that showcase the destination’s culture.
Sell local handmade products that can be taken home as gifts or souvenirs to boost revenue.
Organize events or workshops that allow guests to actively participate in cultural traditions, from cooking classes to art sessions.
7. Sustainability
As environmental awareness grows, eco-conscious travelers are driving demand for sustainable hospitality practices. In 2023 a higher proportion of consumers who stopped making purchases due to ethical or sustainability-related concerns. (Deloitte’s Sustainable Consumer 2023 survey)
Actionable Tips:
Invest in renewable energy sources and energy-efficient technologies, such as room occupancy sensors, LED lighting, smart thermostats, low-flow faucets toilets and showerheads.
Eliminate single-use plastics, donate excess edible food, use waste data to review portion sizes and menus.
Switch to nontoxic, environmentally friendly biodegradable chemicals in housekeeping.
Switch to online check in and mobile keys to reduce paper and plastic consumption.
Include vegetarian or vegan menu options: About a quarter of Gen Z and Millennials followed or planned to follow a vegetarian/vegan diet in 2024, according to an online survey exploring actions taken against climate change.
Incentivise guests for sustainable behaviour, like offering discounts for opting out of daily room cleaning or towel exchange.
8. Reskilling in an AI World
Technology, and in particularly AI, is a transformative force in all sectors. Studies show that 66% of US and European jobs will be exposed to some AI automation and 50% of employees will need reskilling in the next five years. However, the purpose of AI is not to replace employees but to allow them to focus on higher-value tasks and human interactions.
More than half of the leading tech adopters among hotel leaders expect automation to decrease labor costs, but only 36% expect technology to reduce the size of staff at their organizations over the next 5 years.
72% of hoteliers are adopting technology to mitigate labor shortages (Deloitte 2023 Study)
57% of hoteliers say they expect technology to boost the bottom line due to an improved traveler experience (Oracle Hospitality & Skift Report)
Actionable Tips:
Train employees to work alongside new technologies, provide opportunities to develop capabilities and acquire new skills.
Automate routine tasks like housekeeping schedules, inventory management, and guest check-ins to reduce the burden on staff.
Hire for the right skills. As frontline processes become more tech-enabled, consider how the skills your frontline workforce needs to be successful are evolving.
Conclusion: What Can Hoteliers Do to Stay Competitive in 2025?
Audit and update your digital tools: Ensure your website, app, and booking systems meet modern traveler expectations.
Brainstorm new guest packages: Focus on events, solo travel, and local experiences to appeal to diverse guest preferences.
Embrace sustainability: Adopt eco-friendly technologies and practices that align with the values of environmentally conscious travelers.
Enhance staff training: Equip your team to handle both high-tech and high-touch guest interactions effectively.
Revisit your pricing strategy: Explore unbundled pricing models to cater to budget-conscious guests while maximizing revenue.
Staying informed about emerging trends ensures that your business remains competitive and future-ready. Want to stay updated with the latest hospitality trends? Subscribe to our newsletter for insights and actionable tips!