SINGAPORE, 24 March 2025: New research from technology innovators Amadeus explores what travellers are looking for in a trip and how technology can help them realise their ambitions.
The ‘Travel Dreams’ report draws on input from 6,000 travellers from the US, China, India, the UK, France, and Germany to understand how they choose where to visit, how they want to book, and what factors most impact a trip once they are on the road.
The study finds that two-thirds of hotel guests (63%) are willing to pay extra for features such as a specific view or floor, an Xbox in their room, or local attractions added to their package.
The research shows that these features could add around 12% to the average daily rate (ADR) the hotel charges, which could increase revenues by over USD5,300 per room* per year for an average mid-range hotel chain looking to sell these extra features.
The channels now driving travel are changing, too. Social media ads and travel influencers have gained the most influence in the last five years, while newspapers, in-person travel agents, and TV ads are all seeing fluctuations in importance as sources of inspiration for travellers’ next destination.
Leisure travellers crave the personal touch, with 50% saying that receiving personalised service and welcome would be top of the list in achieving their ideal hotel experience. Over half of guests (52%) said they would be willing to share personal data in return for tailored deals (with fewer people, 40%, open to doing so for a reduced price). Nearly half (48%) of all leisure guests preferred a traditional check-in desk, with a person to talk them through the hotel amenities.
Business travellers are looking for more technology in their pursuit of efficiency. 71% of business travellers are interested in online or self-service check-in. Nearly a quarter (22%) want to pay with cryptocurrency or a digital wallet in the future, suggesting the payment landscape may also be shifting.
Lack of insurance is costing travellers real money. The global travellers surveyed said the average amount they think they have lost due to not having travel insurance is USD1,210 per person—a sizeable sum. For the average Chinese traveller, they put this figure at over USD2,500 per person.
Travelers want to embrace virtual reality and artificial intelligence. 82% of business and 66% of leisure travellers said they would like to explore a destination with a virtual tour before arrival. Half of all travellers said they would now turn to AI to tell them about the best places for dinner at their destination. 18% of travellers said they would even ask an AI assistant to write a review about a hotel or dinner they had experienced on their trip.
Commenting on the findings, Amadeus President Hospitality Francisco Pérez-Lozao Rüter said: “From the moment travellers begin thinking about their trip to the time they return home, our mission is to empower the industry to provide exceptional experiences at every step of the journey.
“Projects of this kind show how diverse people’s needs are, depending on key factors such as their trip’s purpose, age or where they are from. By combining this knowledge with innovative new technology, hoteliers, destinations, mobility and travel protection providers have real opportunities to drive profitable demand, create personalised trips for guests and connect the dots across the end-to-end experience for people. Working in lockstep with our customers, together we are transforming travel.”
Methodology
Findings for Travel Dreams are based on input from 6,000 travellers worldwide. Collaborating with Opinium Research, researchers questioned a combination of business and leisure travellers in six key markets — USA, China, Germany, UK, France, and India — to deepen their understanding of the end-to-end travel experience.
(Source: Business Wire)
