New Amadeus research reveals guests will pay more for tailored experiences and tech-enhanced stays
Mar 21, 2025
New research by Amadeus, based on insights from 6,000 travelers across six countries, reveals how travel preferences are shifting and how technology can help the hospitality industry meet evolving guest expectations. The report, *Travel Dreams*, highlights what travelers want when choosing and experiencing trips — from booking to arrival — and explores opportunities for hoteliers to enhance revenues through personalization and upselling.
Key takeaways
- Revenue opportunity: 63% of hotel guests are willing to pay extra for premium features (e.g., views, in-room entertainment, local experiences), potentially boosting ADR by 12%, equating to over $5,300 per room/year for mid-range hotels.
- Changing inspiration channels: Social media and influencers now play a larger role in trip planning than traditional media like newspapers or TV.
- Personalized hospitality: 50% of leisure travelers prioritize a personalized welcome, and 52% are willing to share data for tailored offers.
- Business travel trends: 71% prefer self-service or online check-in, and 22% are interested in using crypto or digital wallets.
- Insurance gaps: Lack of travel insurance costs travelers an average of $1,210 per person, rising to $2,500 for Chinese travelers.
- Tech adoption: Virtual tours appeal to 82% of business and 66% of leisure travelers, while 50% are open to using AI for dining tips, and 18% would have AI write travel reviews.
- Industry implication: Hoteliers can leverage these insights and technology to deliver personalized, profitable experiences across the traveler journey.
Get the full story at Amadeus
