Market Trends
From silent retreats and dark skies, to shifting booking patterns and customisable stays, here are the trends to tap into with your marketing and products.
Travel planning has moved beyond manual searching. Travellers now use generative AI as a core tool for real-time comparison and booking, making "AI-readiness" a necessity for hotels to remain visible.
Faced with rising costs, tourists are swapping expensive hotspots for "dupes" - culturally similar but more affordable alternatives like Albania instead of Greece or Cambodia instead of Thailand.
Overtourism and climate concerns are flattening traditional travel peaks. In Europe, occupancy in shoulder months (May/June and September/October) is now frequently outperforming the traditional July/August rush. People want a ‘September to remember’.
Generic room types are being phased out. Travellers now expect to customise their stay by purchasing specific attributes, such as a guaranteed high floor, a specific workspace, or a balcony, rather than a standard "Double Room."
The gap between "inspiration" and "transaction" has vanished. Platforms like TikTok and Instagram now use AI-powered tools to instantly convert visual content into bookable itineraries via major travel agents.
Sharp fluctuations in currency, particularly the weak Yen, have turned Japan into a primary destination for inbound luxury travellers while forcing domestic Japanese travellers to opt for budget-friendly regional trips.
Increased government regulation and "crackdowns" in cities like Barcelona and London have caused a marked deceleration in the growth of short-term rental supply, pushing some demand back toward traditional hotels.
Driven by a desire to "rest and recharge" - a top priority for 56% of travellers - this movement focuses on noise-reducing architecture, silent retreats, and "Quiet Mode" digital tools. From reading-focused solo getaways to hotel rooms integrated with meditation apps like Calm, travelers are prioritising mental restoration over social interaction.
The motivation for travel has shifted from "ticking off sights" to "recuperation." Over half of travellers now cite "rest and recharge" as their primary reason for booking, leading to a surge in demand for high-quality, wellness-focused accommodation.
