The Evolving Traveler Report said this about hotel guests:

As travellers’ habits and tastes change, this has real effects on hotel owners and managers who want to attract and engage them. Prices going up aren’t as bad as how much you want to travel.

From the results of the survey of travellers, we could see that even though living costs are going up, travelling is still worth it in the end. Hotels that take advantage of this “macro-travel trend” will know what their guests want and be able to give them a memorable stay while making more money.

How are people who stay at hotels that are part of a group or chain different from people who don’t?
– When they decide where to stay and travel, inflation doesn’t have as much of an effect on them as it does on other travellers.

Compared to the global average of 57% of travellers, 62% of those who plan to stay at a hotel chain or group on their next trip say inflation has “moderate” or “no effect” on their plans. When they spend money on things other than their room, they feel better about themselves. Compared to all travellers, 87% of people who plan to stay at a hotel group or chain are happy to spend more money there. 33% don’t mind paying more for a spa treatment, which is more than the average of 28%, and 32% don’t mind paying more for an airport transfer, which is more than the average of 26%.

Also, on average, they are more willing to spend money on things like breakfast, a minibar, a view, the size of their bed and room, and the floor they are staying on.

Their happiness has more to do with going places. Over 90% of people who planned to stay at a hotel group or chain said they were happier because they were going on vacation, compared to an average of 87% around the world.

Right now, it’s easiest to sell to people who are travelling. The changes that have happened over the past few years, as shown by the “Digital Influence Trend,” have made people all over the world more interested in travelling than ever before. They like hearing about advertising campaigns and talking to them before and after a stay. Until the guest checks in, this makes the online market even more competitive.

How are people who stay at hotels that are part of a group or chain different from people who don’t?
– They are more likely to be interested in online ads for deals and offers. 83 percent of travellers who stay at a hotel group or chain are willing to see a relevant ad for that hotel. This is 5% more than what people pay for other types of accommodations.
– They feel better when they can talk to someone after their stay. 58% of travellers who plan to stay at a hotel group or chain like it when their hotel stays in touch with them “often” or “always” after their stay. 54% of all travellers around the world have done this before.
– Most likely, they will use a travel agent or an online service. Only 37% of all travellers plan to book through an OTA, but 42% of those staying at a hotel group or chain plan to do so. Twelve percent of people who want to stay at a hotel group or chain will book through a travel agent. This is 2% more than what most people pay.

Business travellers want to stay in the hotel of the future right now. This “leisure trend” may sound familiar, but what do working travellers really want from their next stay, other than being able to work from anywhere? Travelers told us that the longer they stay at a hotel, the bigger the “little things” seem. This means that the hotel of the future will be more like a better version of home.

How are people who stay at hotels that are part of a group or chain different from people who don’t?
Most of the people who stay in boutique hotels work. 38% of people who stay at a boutique hotel plan to work on their next trip, but only 35% of people who stay at a hotel group or chain plan to work on their next trip. This shows that there may be a better way to help this group. They need different things from business travellers than others do. When booking a place to stay to work from home, people who want to stay at a hotel group or chain think it’s more important than for other travellers to have a pool, free breakfast, wellness facilities, and a place to work that was made for that purpose.

For a first-time traveller who doesn’t know if they can trust something, every digital touchpoint is important.
As more people buy things online and try to avoid scams, travellers are looking for signs of trust wherever they can find them. And in this kind of market, businesses that build trust at every step of their customers’ journey, from secure payments to good content, will do better than those that still take trust for granted.

How are people who stay at hotels that are part of a group or chain different from people who don’t? People who stay in hotels that are part of a group or chain care more about how well they use technology. 72% of travellers who plan to stay at a hotel group or chain on their next trip are “likely” or “very likely” to change their minds about a property that doesn’t use technology well, compared to 65% of all travellers.
– When looking at a property’s website, they care more about the packages and reviews from past guests than anything else. As with other travellers, the most important part of a hotel’s website for people staying at a hotel group or chain is a safe way to book a room. But they care more about the deals they offer and what other guests have said about them.
– Most likely, they will pay online. 52 percent of people who stay at a hotel group or chain would rather pay online, but only 48.5% of all travellers do this.

Travelers who know a lot about technology don’t want to give up human contact. This “human connection trend” showed that, while travellers like the conveniences that technology can bring, the hotel experience is still deeply tied to meaningful human engagement and, more and more, the ability for their property to act as a launchpad into the local community.

How are people who stay at hotels that are part of a group or chain different from people who don’t?
– The way they treat their employees and customers is more important to them. People who stay at a group or chain hotel value the staff more than other travellers do. They also value the hotel’s loyalty programme, a memorable experience on site, and the property’s uniqueness.
– They’re more likely to want self-service check-in, but they still want staff on site. 52 percent of people who stay at a hotel group or chain would rather check in faster and more automatically than the other 48 percent of travellers. 89% of travellers, on the other hand, would rather have someone there to help them.

Most likely, they want to learn about the culture and history of the area through their property. Eighty-eight percent of people who plan to stay at a hotel group or chain would “likely” or “definitely” like it if their property helped them learn more about the culture and history of the place they were staying, which is about 1.5% more than other travellers.