Good value for money, authentic local experiences and personal contact with hosts are shaping new travel priorities. At the same time, artificial intelligence is influencing how travellers choose accommodation, while domestic travel continues to attract considerable interest.
These findings emerge from Booking.com’s latest research into travel trends. The findings are presented in detail by Melanie Vossberg, Marketing Researcher at Booking.com, in a briefing aimed at accommodation hosts. Here are the five priorities:
1. Travellers are prioritising travel but looking for good value for money
Travel remains a priority for many people. The research continues to show sustained optimism and a willingness to invest in future trips.
“75% of travellers worldwide are excited about travel,” Melanie confirms. “People are looking forward to going on holiday and spending time with family and friends. People also want to spend more on travel. 53% of travellers said they plan to do so.”
“53% of travellers plan to spend more on travel.”
However, a higher travel budget does not mean guests are spending without considering value for money. Instead, travellers are increasingly seeking a balance between the two: they may be willing to spend more overall while still looking for ways to save on individual parts of their trip.
Small details can make a big difference, especially when they help guests enjoy more of the destination without stretching their budget.
2. Guests want hosts’ help to discover the destination
For many travellers, choosing accommodation is also part of choosing how they will experience a destination. Your local knowledge can help potential guests feel more confident about booking and make the most of their stay.
“When we ask travellers what they are looking for in a stay, ideas for the destination always come up as a priority,” Melanie says. “So, what is there in the area? What are the local restaurants? What tips can you give them to really make them feel at home when they go on holiday?”
In fact, almost half (49%) of travellers say that destination information included in an accommodation description, such as nearby attractions, helps them decide where to stay. This highlights how important it is to help potential guests understand not only your property but also what they can see and do once they arrive.
“49% of travellers say destination information, such as nearby attractions, would help them decide where to stay.”
This insight can be applied throughout the guest experience. Include useful local recommendations in your property description, add tips to your pre-arrival messages and be ready to offer personalised recommendations after guests arrive.
“Make sure you include local tips, such as the best restaurants in your area,” Melanie adds. “For example, everyone wants to eat the best bagel when they go to New York.”
The importance of human connections is reflected in the research. When asked why they had not used artificial intelligence to plan their trip or during their travels, 30% of travellers said they preferred personal recommendations from people. This suggests that, although technology can help travellers discover information, trusted recommendations from people continue to play an important role.
3. The guest journey extends beyond the stay
Travellers are increasingly booking more aspects of their trip online before they arrive. Working with local businesses can help hosts play an even greater role in helping guests discover and experience a destination, adding value to their overall stay.
Booking.com’s research shows that, beyond accommodation, 48% of travellers worldwide plan to book attractions, such as museum tickets, landmark visits and city tours. Another 39% plan to make restaurant reservations. These figures, which are rising year on year, highlight a broader trend towards travellers planning and booking more of their trip before arrival.
“Beyond accommodation, 48% of travellers plan to book attractions, such as museum tickets.”
“There is an opportunity for accommodation partners to expand their activities beyond the stay, as people are looking to book more things in advance,” Melanie says. “So, where possible, consider offering attractions at your hotel or partnering with local restaurants.”
Read also – Airbnb concierge services: What to offer and which mistakes to avoid
4. AI is changing travel – but human contact still matters
AI is changing how travellers search for and choose accommodation. This makes the quality of your online content more important than ever.
Melanie’s recommendation is simple: “Make sure you have excellent photos on your website, because it is no longer just people looking at those photos; artificial intelligence is now examining them too.”
Almost half of travellers (49%) say their choice of accommodation is influenced by photos. High-quality, accurate photos help guests understand what your property is like and imagine themselves staying there. They may also become increasingly important as AI tools analyse and interpret visual content during the planning process.
However, while technology can help guests find you, the human connection can shape how they remember their stay. As Melanie explains: “When travellers arrive at a property, they want to be welcomed by a friendly face and have someone they can ask questions. It is important not to forget this aspect as we see technology evolving.”
5. Domestic travel remains a steady source of demand
Half of travellers (50%) say they prefer to travel domestically, with convenience and value for money among the main reasons.
“50% of travellers say they prefer to travel domestically.”
Among those who prefer domestic travel, 44% say domestic trips are easier to plan, 42% say there is plenty to see in their own country and 39% say domestic travel is more affordable.
At the same time, the motivations behind travel remain remarkably consistent year on year. As Melanie explains, “There is certainly a great deal of consistency in our Travel Trends research year on year. One example would be the motivations that drive people to travel. People continue to travel to relax, spend time with family and friends, and see new places.”
* The research was commissioned by Booking.com and independently conducted among adults who had taken a trip in the previous 12 months. The sample included 32,800 respondents across 34 markets.
