In 2025, experience is the reason people travel. What was once a fairly niche trend has today become the driving force behind most tourists’ decisions.
According to ABTA’s latest trends, 84% of travellers now prioritise memorable experiences over bargains, while 77% say personalisation matters more than price. It’s no exaggeration to say that what we’re witnessing is a genuinely seismic shift in behaviour. And it’s tilting the playing field in favour of independent accommodations.
Price and location still matter, but purchasing decisions are also driven by experiences that align with travellers’ values, interests and identity more so than ever. A new McKinsey study shows how this shift is generational, with 52% of Gen Z willing to spend more on experiences, compared to just 29% of Baby Boomers.
For younger generations, holidays have gone beyond mere getaways to expressions of who they are. For independent hoteliers and accommodation providers, this shift presents a golden opportunity. Untethered by rigid standards, they can create curated stays that feel special, going beyond the cookie-cutter offerings of larger chains.
Take Les Cabanes de Labrousse for example, a treetop retreat in the South of France where breakfast is hoisted by rope to your cabin each morning, a whimsical touch for anyone whose childhood dream was to one day live in a treehouse. Or Schönblick Apartments in Tux, Austria, where guests can soak in a private rooftop sauna with sweeping views of the Hintertux Glacier – the perfect alpine reward after a day on the slopes. Moments like these highlight the unique edge independents have, offering one-of-a-kind experiences that bigger hotel chains often struggle to match.
Personalisation is the secret sauce – and independents have the recipe
Personalisation and customisation go hand-in-hand. One study found that 70% now prefer to book experiences that can be tailored to their tastes, whether it’s adding a spa treatment, booking a local food tour or simply tweaking the details of their stay.
Guests also expect flexibility. Around 65% want to modify their bookings after the initial reservation, from adjusting room types to upgrades or choosing an add-on wellness package or guided local experiences. In fact, 49% are looking to book experiences alongside accommodation, a clear signal that customisation is no longer viewed as simply a nice-to-have.
Its flexibility and nimbleness means independent hospitality is well-equipped to meet this demand. However, delivering this level of personalisation at scale demands the right technology – and that doesn’t mean juggling a stack of disconnected tools. Independent hosts shouldn’t have to waste time managing, training, or maintaining a patchwork of different platforms. Instead, the answer lies in a true all-in-one solution, where everything is seamlessly built in to simplify operations and elevate the guest experience at every stage.
But it’s not just about managing bookings, it’s about showcasing what makes each stay special from the very first click. A well-designed website plays a crucial role here, giving independents a platform to highlight their unique experiences and personalised add-ons. Without a direct booking site, it becomes much harder to promote extras, tap into third-party data, or offer real-time flexibility – all of which are essential for delivering tailored, experience-led stays that today’s travellers crave. The right tools allow property managers to bundle-in local 3rd party products, crafts and services, in order to create an indelible experience, and make it easy for guests to add extra treats to their booking via their smartphone – at the time of booking, later or during their stay.
There is also a clear financial upside. Custom add-ons can boost guest spend by as much as 25% and 63% of travellers are more likely to return to a hotel that offers personalised services that meet their needs. These meaningful connections and memorable moments are exactly where independent accommodations shine – and where big brands often fall short at scale. Independents are an intrinsic part of the local community. The inclusion of carefully chosen locally sourced extras increases participation and brand differentiation, provides incremental revenues for all and mark-up opportunities for accommodation providers.
The role of AI in predicting guests’ needs before they need them
AI is fast becoming the engine that makes personalisation scalable. For independent accommodations, the technology unlocks the ability to go beyond generic upsells. It can be used to anticipate guest needs, fine-tune recommendations and create the feeling of a special stay, from the moment of booking.
The best all-in-one property management solutions on the market can suggest the perfect local experience, room upgrade, or wellness add-ons based on a guest’s past and current behaviour and preferences. AI can also tap into third-party data, from local restaurants to tourism boards, to build real-time, hyper-personalised itineraries that feel unique to each guest. AI-powered chatbots act like invisible concierges, delivering fast, 24/7 service without the overheads.
How independent accommodations can ride the experience wave
While independent accommodations are well-positioned to capitalise on the rise of experience-based travel, success won’t come from standing still. Today, it’s about showcasing what makes each property genuinely special.
Whether it’s a quirky experience, homemade dishes with local ingredients, or a guided historical walk, the magic lies in conveying a true sense of place. Thoughtful partnerships, engaging storytelling and unexpected touches help shape stays guests can’t find anywhere else – and won’t forget.
Technology plays an essential role for both guests and staff. With the right tools, guests can personalise their stay from start to finish, shaping an experience that feels truly their own. At the same time, automation and AI free up staff to focus on high-value interactions.
Travellers today are looking for stories, connections and memories that stay with them. Independent accommodations that lean into this, and clearly show how they do it, are building something far more valuable – guest relationships that last long after checkout.
