At the end of each year various consumer reports are published to guide and help focus our efforts for the coming year. This time I cross-referenced three reports, from Skift, Siteminder and Euromonitor, to drill down even deeper on where hotels really need to be focusing their energy and strategy for 2025.
Travellers are challenging us again. They are after richer, deeper, and more meaningful experiences, and they will make decisions differently than ever before. So, how do we keep up? Let’s dive into the trends that matter most.
Meet the “Everything Traveller”
Siteminder highlights the “Everything Traveller” – guests who want it all. Yes, I know… catering for all needs is virtually impossible, but this trend is about "eclectic niching". That’s my own catchphrase and what I mean is, instead of changing your offers and services, change the way you pitch them to your different customer types.
It is about looking at the services your current target audiences frequently select, and then making them available to all your customers with language that connects with them emotionally. What seem to be opposing desires are actually what the “Everything Traveller” will pack into one trip. For example, a luxury dinner and an informal burger lunch. A hot yoga class and an evening of indulgent cocktails. It is about balancing practicality with a bit of indulgence.
So, yes, it might feel like I am suggesting you juggle flaming torches, but here’s the thing: great service is increasingly defined by making your customers feel genuinely understood. When guests sense that they will not being judged for choosing services that balance these seemingly opposing desires, it shows them you care and truly get what they need. This thoughtful approach not only earns their trust but ensures your business stays top of mind long after their visit.
Experiences Over Things
The old “buy stuff, feel happy” mindset has given way to something that is not necessarily new, but is becoming much more mainstream: good old experiences. Skift points out that travellers are all about immersion—think hyperlocal wine tastings, nature walks with an experienced local guide, heritage tours that really teach them something unique about the destination, or what about crafting a souvenir from local products? It’s not just about having a good time; it’s about creating memories that stick. If you can offer guests something unique and meaningful, they will walk away feeling connected—and will probably come back for more.
Wellness Gets Personal
Wellness is no longer just about spa days and yoga classes—it’s about living longer and healthier. Euromonitor calls this trend “Healthspan Plans” – it is a focus on maximising healthy years and longevity of life, and it is resonating across age groups. I first heard about this from Peter Attia, in his concept of the Centenarian Decathlon.
Your guests are looking for ways to invest in their future well-being, and they are using everything from personalised programmes to smart gadgets (like my new Öura smart ring) to do it. Hotels can combine this trend with Siteminder’s “Everything Traveller” concept by offering experiences like Japanese style “forest bathing” alongside age-inclusive fitness classes and education around health-conscious dining options. The goal? Show guests you care about their wellness journey as much as they do.
Smarter Spending Is Here to Stay
Impulse buys? Not so much anymore. Euromonitor calls this trend “Wiser Wallets”, stating that only 18% of consumers made a spur-of-the-moment purchase in 2024. Travellers are thinking strategically about where their money goes, prioritising utility, value, and experiences over flashy gimmicks. This means your marketing needs to show the real you with authenticity playing a major role. It should also be focused on presenting the benefits to the consumer of your services and solutions in an easily consumable way. Sound like a tall order? Maybe all it needs is some small changes to your website copy. If you need some help to focus on this, schedule a free 30-minute call here.
Sustainability Turns Eco LOGICAL
This trend is intrinsically connected to the logic of being more careful with money, and when mixed with value-driven decision making, it means that consumers are paying close attention to the primary benefits that your services and offer deliver. This means that you need to match the right claims with the right products for the right audience to convince consumers to choose you.
More than 60% of consumers tried to have a positive impact on the environment in 2024 - a figure that has remained consistent since 2020. With nearly two thirds stating they are worried about climate change, one of your primary marketing jobs it to turn intent into action. Selecting sustainable offers and services needs to be EASY. How can you do this? By consciously eliminating all non-sustainable options. This is called Choice Architecture and is something I will be talking more about over the coming months.
Simplify, Simplify, Simplify
We are all overwhelmed with choices and options, and your customers are no different. Clear, concise communication is more important than ever. Whether it is an intuitive booking process, trust-building certifications, or easy-to-navigate websites, the less friction, the better. Make it easy for travellers to choose you and even easier for them to come back. Your online (and offline) booking process needs to be EASY. It is absolutely critical to eliminate all friction. Siteminder states that consumers “won’t hesitate to abandon a booking at the slightest hint of a bad experience” and Euromonitor quotes that “35% of consumers said easier site navigation would improve their online shopping experience”.
It has never been more important to assess your digital journey. Due to popular demand, I am bringing back my tailored Digital Presence Audit (DPA). If you want a customised report on how your business is presented online to your customer, send an email to sarah@sarahhabsburg.com with “DPA” in the subject line and I will get back to you with details and availability.
And of course, what about AI? I have not yet mentioned it, and I had hoped I could avoid it, but I can’t. However, I was happy to see that Euromonitor named it “AI Ambivalent”! Many of us have embraced it to some extent, but we are also extremely aware of the challenges it presents. From consuming huge amounts of energy that goes against our desires to tread lighter, to increasing reports of inaccurate responses, copyright infringement, and the darker world of deep fakes and worse, we have become a little, well, ambivalent.
While AI can be a fantastic tool for streamlining operations or personalising guest interactions, I think we can take comfort in the fact that it will not replace human connection anytime soon. Guests still want a real person to help with complicated questions or special requests, during both the decision-making process and when in-house. The trick is finding the right balance? Use AI where it shines, but don’t let it replace the warmth and authenticity your staff bring to the table. No new news there but at least we can begin to use it, rather than feeling like it is using us.
What To Do Next?
So, from embracing the complexity of the “Everything Traveller” to leading with authenticity in sustainability, there is a lot to tackle—but also a lot to gain. The future of travel is not just about doing more; it is about intentionally doing better, every day.
For hotels, the steps to follow are clear:
Focus on eliminating non-sustainable services from your offer to make decisions easier for consumers,
Integrate a mix of wellness experiences and make them available for all, tailoring the messaging for your target audiences,
Simplify your booking process by removing all friction, and
Sign up for your tailored Digital Presence Audit to help stay competitive against OTAs, to encourage more direct bookings, and to ensure customer questions are answered before they click away, (along with the many other insights you will receive in your customised report).
And remember, the real magic happens when you connect with your guests on a deeper level - one that turns a good stay into an unforgettable one.
I close here by saying I am happy that this does not feel like groundbreaking stuff. Familiarity means you can keep on doing what you are doing, but my New Year’s wish for you is to embrace the fact that we are all capable of intentionally doing things better, every day, through the lens of responsible decision-making.
Ready to request your customised Digital Presence Audit? Send an email to sarah@sarahhabsburg.com with DPA in the subject line today.
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