Travel is one of my greatest joys in life – each journey leaves me energized and inspired. I love the human touch: being greeted by hotel staff, chatting with someone who can answer questions, and feeling genuinely welcomed. But when I travel for business, efficiency is everything. I’m often moving fast, focused solely on getting to my room and connecting to Wi-Fi as quickly as possible.
The way we experience travel can vary dramatically depending on the purpose of the trip – whether for business or leisure. But that’s only part of the story. Factors like cultural background, gender, and generation also play a powerful role in shaping what we value most. What feels essential to one traveler might be irrelevant to another, making the on-trip experience deeply personal and shaped by individual expectations.
Human or digital? The changing face of hotel check-in
Even in an increasingly digital world, the desire for genuine human connection remains strong. According to Amadeus’ Travel Dreams research – which surveyed 6,000 travelers globally – nearly half (48%) of leisure travelers prefer a check-in experience that includes personal interaction. This finding underscores the emotional value of hospitality and the importance of feeling seen and cared for.
However, priorities shift when the purpose of travel changes. Business travelers tend to favor speed and efficiency over personal interaction. Just under a third of this group prefer a traditional check-in, while almost three-quarters seek online or self-service options. When time is tight and productivity is key, the ability to bypass queues and get connected quickly becomes a top priority – highlighting, again, how the on-trip experience is shaped not just by personal preference, but by the context of the journey.
Regional and generational differences also shape traveler preferences. Travelers from Germany, France, and the UK tend to favor face-to-face check-ins, while those from China and India lean more toward digital solutions like online check-in and keyless access. Age plays a significant role, too: Boomers (ages 60-78) and the Silent Generation (ages 79+) overwhelmingly prefer personal interaction, while younger travelers are more open to tech-driven check-in experiences. These insights reveal that the on-trip phase is far from one-size-fits-all – it’s a reflection of diverse expectations shaped by culture, age, and travel purpose.
How technology elevates the journey
Travel technology has become a powerful tool for transforming trips into smoother, more personalized experiences. Whether traveling for business or leisure, today’s travelers increasingly rely on digital tools that help streamline logistics and allow them to focus on what truly matters – the journey itself.
According to Travel Dreams, just over one-third of all travelers value technology that supports seamless logistics, such as luggage tracking, transport coordination, and real-time updates on flight delays – a preference that is stronger among business travelers (46%) than leisure travelers (34%). Smart room controls – accessible via mobile or tablet devices – are appreciated by almost half of business travelers, while just over a quarter of leisure travelers say the same. Additionally, many business travelers show interest in apps that offer interactive tours of the room and hotel facilities, enhancing their overall experience.
A digital assistant or concierge offering personalized trip information resonates with 42% of business travelers: nearly twice as many as leisure travelers. Business travelers also place greater value on tools that help track trip expenses and AI-powered chatbots that offer insights about the hotel or destination.
Preferences differ significantly across cultures and generations. While over one-third of every generation – except Boomers and the Silent Generation – value technology that streamlines logistics, enthusiasm drops sharply among older groups. For example, only 15% of Boomers and just 6% of the Silent Generation appreciate smart room controls. Similarly, AI-powered chatbots are favored by just over one-third of Millennials (ages 28-43), but they hold far less appeal for older travelers.
Overall, Chinese and Indian travelers show the highest interest in hotel technology, with 46% and 53% respectively valuing smart room controls. Their interest also extends to AI-powered personal travel assistants, apps providing interactive tours, and tools to track travel costs. AI-powered chatbots are also highly valued by Chinese and Indian travelers. This strong interest highlights a growing demand for smarter, more responsive hotel experiences among guests from these regions.
When travel dreams come to life
The on-trip phase is where travel dreams truly unfold – when planning turns into experience and connections become real. Whether it’s the comfort of a warm welcome or the ease of smart technology, every traveler’s journey is shaped by their unique preferences.
For hotels, understanding these preferences is key. Knowing your ideal audience – whether they’re business travelers seeking speed and efficiency or leisure guests craving personal interaction – enables you to tailor experiences that resonate. This not only enhances guest satisfaction but also drives differentiation in a competitive market and builds long-term loyalty.
As the industry continues to evolve, the future of travel promises even more meaningful, seamless and unforgettable experiences – designed with the traveler in mind.
Visit our website to discover how Amadeus technology empowers hospitality teams to anticipate guest needs. For deeper insights into the end-to-end travel experience, download our Travel Dreams report.
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.
