Travel is more than getting from point A to point B—it’s about the entire journey. It begins with choosing a destination, continues through the factors that shape booking decisions, and evolves with every experience on the road. Travel is driven by curiosity, shaped by connection, and remembered through the moments that leave a lasting impact. It’s about the people we meet, the stories we gather, and the inspiration that fuels our future adventures.
Our new in-depth study, Travel Dreams, draws on insights from 6,000 travelers from around the world to better understand their expectations and highlight how technology can elevate journeys. With these insights, the travel industry can work together on next-generation solutions to enhance the travel experience—while hotels gain a unique opportunity to foster lasting guest connections.
Now let’s dig into some of the survey results!
How do travelers choose a destination?
Inspiration plays a significant role in shaping travelers’ destination choices. I often find myself drawn to new destinations after seeing beautiful photos or hearing stories of unforgettable experiences, and it seems I am not alone. Our research shows that stunning landscapes and natural beauty (60%) are among the most compelling factors in influencing travel decisions.
While personal recommendations from friends and family still top the list for travel inspiration (50%), the digital landscape is catching up fast. Today, one-third of travelers look to social media and travel influencers for ideas.
Additionally, virtual tours play a large role in travelers’ decision-making. An impressive 82% of business travelers and 66% of leisure travelers say they are ‘very’ or ‘somewhat’ likely to explore a destination virtually before booking.
A takeaway for hotels and destination management organizations (DMOs) could be to incorporate these channels and tools into upcoming marketing campaigns to capture new audiences and engage them with compelling content that drives bookings.
How do travelers prefer to book hotels, cars, and insurance?
The booking phase is a crucial part of the travel journey. Nearly half of travelers (48%) consider a complimentary breakfast a key motivator when choosing accommodation – as do I! Free WiFi is another significant factor, with 38% of travelers finding it essential for staying connected.
As part of the process, OTAs are ranked as the top channel travelers prefer to book, as they find it the most convenient and user-friendly option.
Nowadays, hotel guests are also willing to pay more for the add-ons that they want – on average, up to 12% more for specific features or amenities. This presents a valuable revenue opportunity for hotels, potentially increasing direct bookings and earnings by an estimated US$5,383 per room, per year.
When it comes to securing the best deals for car rental and travel insurance, we discovered that direct booking remains a popular approach. Our findings reveal that 36% of travelers thought they got the best deal for car rental by booking rental cars directly through the car hire company. Similarly, 25% of travel insurance customers prefer to purchase coverage directly from well-known, trusted brands.
Equally, we know that providers need to be visible across all platforms in order to capture the most bookings possible. This is why it’s always advisable to have a strong distribution mix. Hotels, mobility and insurance providers can diversify their sales by offering content and services on various third-party platforms, such as OTAs and global distribution systems.
What do travelers expect from a hotel stay?
The human touch remains a key part of the hotel experience for all travelers, particularly when it comes to leisure guests. As someone who also appreciates personal interaction, I understand why nearly half (48%) of all leisure travelers prefer a traditional, face-to-face check-in process. In contrast, business travelers prioritize efficiency, with a whopping 71% preferring an online or self-service check-in.
Technology plays a significant role in shaping the ideal stay for business travelers, who appreciate smooth travel logistics (46%) and convenient smart room controls (48%).
To truly stand out from the crowd, hoteliers must understand their guests and cater to their unique preferences. This involves adding a personalized touch from staff when appropriate, offering tailored packages during the booking process, and adopting advanced technology to streamline and enhance the guest experience. By doing so, hotels can create memorable stays that keep guests coming back.
What fuels travel dreams of the future?
Looking ahead, value for money remains the top factor (61%) influencing travelers’ decisions to return to a property. For leisure travelers, this is followed closely by cleanliness of rooms and facilities (60%), but business travelers place higher importance on efficiency, with 42% prioritizing fast check-in and check-out.
Personalization also plays a crucial role in shaping the travel experience. Half of leisure travelers (50%) seek more personal service from staff, while business travelers tend to prefer personalization through technology, including AI-driven enhancements.
Digital payment options are gaining traction too, with 22% of business travelers interested in using digital wallets or cryptocurrency, compared to 15% of leisure travelers. Personally, I find the convenience and security of digital payments indispensable in my travels, and I am excited to see the industry embracing these innovations.
Technology’s potential to transform the travel experience is truly inspiring. By really understanding and addressing the evolving needs and expectations of travelers, we can collaborate with our partners to create tailored solutions that not only meet but exceed today’s demands.
Download the full Travel Dreams report for more traveler insights along with our tips to drive profitable demand, achieve operational excellence, and deliver differentiation and loyalty.
About Amadeus
Amadeus makes the experience of travel better for everyone, everywhere by inspiring innovation, partnerships and responsibility to people, places and planet.
Our technology powers the travel and tourism industry. Inspiring more open ways of working. More connected ways of thinking, centered around the traveler. Our open platform connects the global travel and hospitality ecosystem. From startups to big industry players and governments too. Together, redesigning the travel of tomorrow.
We are working to make travel a force for social and environmental good. A collective responsibility to protect and improve the people and places we visit, ensuring travel continues to make positive contribution to our world.
We apply innovation to meet new needs, to solve real challenges. Our truly diverse global workforce, made up of 150 nationalities, is passionate about travel and technology.
We are an IBEX 35 company, listed on the Spanish Stock Exchange under AMS.MC. We have also been recognized by the Dow Jones Sustainability Index for the last 13 years.
Amadeus. It’s how travel works better.
To find out more about Amadeus, visit www.amadeus-hospitality.com.
