What's Happening?
SiteMinder's Changing Traveller Report 2026 reveals significant shifts in how travelers are researching and booking their hotel stays. Online travel agencies (OTAs) have become the primary starting point
for hotel discovery, surpassing search engines. The report indicates that 26% of travelers now begin their hotel research on an OTA, up from 18% last year. Additionally, word-of-mouth recommendations have doubled, and AI use as a discovery starting point has increased among Gen Zs and Millennials. The report also highlights a growing preference for superior or luxury rooms, with 58% of travelers planning to choose these options, suggesting a shift towards more meaningful experiences. The report surveyed 12,000 travelers across 14 countries, including the US, and emphasizes the dynamic nature of the hotel discovery landscape.
Why It's Important?
The findings from SiteMinder's report underscore the evolving nature of travel planning and the increasing importance of digital platforms in the hotel booking process. As travelers prioritize quality and luxury, hotels may need to adapt their offerings to meet these expectations. The shift towards OTAs and AI-driven discovery methods indicates a need for hotels to enhance their digital presence and leverage technology to attract and retain guests. This trend could impact the hospitality industry by driving competition among hotels to offer superior experiences and innovative booking solutions. The report's insights into traveler preferences can help hotels tailor their marketing strategies and improve guest acquisition.
What's Next?
Hotels may need to invest in technology and digital marketing to capitalize on the growing trend of OTA and AI-driven bookings. Enhancing online visibility and offering personalized experiences could become crucial for attracting travelers. As the preference for luxury accommodations increases, hotels might focus on upgrading their facilities and services to cater to this demand. The report suggests that understanding diverse traveler preferences across different markets will be key to capturing demand and maximizing guest satisfaction. Hotels that can anticipate and respond to these shifts will likely succeed in the competitive hospitality landscape.
