By contrast, travelers from Indonesia and China are the least likely to book their hotel stay directly, according to a new report
Nov 14, 2024
According to SiteMinder’s Changing Traveler Report 2025, 37% of Americans plan to book their stays directly in 2025, either through a hotel’s website (23.5%) or by contacting the property by phone or email (13%). This figure is significantly higher than the global average of 27% and rises to 57% for travelers over the age of 60.
Key takeaways
- Loyalty incentives are playing an increasingly important role in attracting repeat guests, with 33% of Americans citing these incentives as one of their top three reasons for returning to a hotel in 2025. This is nine percentage points higher than the global average;
- International travel trends: More than half (51%) of American respondents plan to travel internationally in 2025, up from 43% this year. This increase is largely driven by Gen Z travelers (ages 18-27), 73% of whom plan to travel internationally in the next year, compared to just 30% of those over 60;
- Top destinations: Popular international destinations for American Gen Z travelers include Australia (13% vs. 7% overall), France (10% vs. 7%), Brazil (7% vs. 3%) and New Zealand (7% vs. 2%). Overall, Canada remains the most popular choice (10%).
Get the full report at SiteMinder
