The new traveller - trends in hospitality

The new traveller - how hotels and campsites are adapting to future trends

In an ever-changing hospitality industry, hotels and campsites are facing new demands from their guests. Digitalisation and changing travel behaviour have created a landscape where flexibility and use of technology are crucial to avoid losing market share. For businesses that want to stay ahead of the curve, it is critical to modernise - for example by investing in a modern reservation system for hotels or reservation system for camping - to meet guests' expectations in real time. In this article, we look at the broad trends that characterise today's travel, and how hospitality and camping operators can adapt to stay relevant.

Changing booking habits in a digital era

The way travellers find and book their accommodation has undergone a noticeable shift. More and more travellers are starting their planning digitally via booking platforms and social media rather than traditional search engines. A global study shows that 26% of travellers now start their accommodation search via an OTA (Online Travel Agency) - exceeding for the first time the proportion who first use a search engine (21%). At the same time, the importance of personal recommendations has increased; the proportion turning to friends and family first has doubled to 14%. Social media and popular culture also play a role: over half of Swedes (55%) say they were inspired to travel after seeing a destination in a TV series or film. In addition, the influencers and digital channels have become directly bookable - an international survey found that 34% of travellers are comfortable booking travel directly through platforms such as Instagram or Facebook

These changing booking habits mean that hotels and campsites need to be where customers are looking. Maintaining visibility and not losing bookings to competitors requires a strong digital presence across multiple channels. It is no longer enough to rely solely on traditional travel agencies or Google searches. Today's travellers jump between OTA sites, reviews, social feeds and their own website in a non-linear booking process. Each of these touchpoints must present a positive and consistent image of the organisation. For example, it will be important to update information and prices synchronously across all channels - something that a integrated booking system can help. Actively working on guest reviews and social media presence is also key; a good online reputation and clear information can be crucial for travellers to ultimately choose your accommodation.

Direct bookings, loyalty and flexibility requirements

Despite the dominance of OTAs, there is a parallel trend: many guests ultimately choose to book directly with the hotel or campsite. The share of direct bookings is increasing in many places, driven by guests' desire for better conditions and direct contact. According to SiteMinder global traveller report 18% of travellers now start their search on an OTA but end up booking directly through the accommodation's own channel - a share that is increasing year on year. In some markets, this trend is even more pronounced; for example, in the US, 40% of bookings are made directly, up from 36% the year before (global average is around 2%).

The reasons why many people prefer to book directly are telling. Travellers value flexibility, personal service and price advantages. A full 66% say the ability to easily change or cancel is a key reason for choosing direct booking, 61% appreciate being able to communicate directly with the property, and 57% are attracted by better prices or package deals. In addition, loyalty programmes and extra services play a role - a significant proportion of guests return to hotels that reward them with, for example, bonus nights or free benefits. For Swedish operators, this means that generous re-booking and cancellation policies, quick response to direct customer requests and in-house package deals can increase the attractiveness of booking through an intermediary.

A strong argument in favour of driving guests towards the own booking channel is also the economy. Direct bookings mean no commissions to OTAs and also provide a better opportunity to build a relationship with the guest already before arrival. However, to succeed, your website's booking engine needs to be user-friendly and fast - it needs to provide at least as smooth an experience as an OTA. Loading times, mobile-friendliness and clear information on rooms and prices are critical factors here. Organisations that invest in their own digital booking tools and customer relationship management (CRM) systems are better placed to meet guests' demands for direct communication and personalised service.

Experiences in focus - luxury, atmosphere and events

Today's travellers are not satisfied with just a 'roof over their heads' - they are increasingly looking for experiences and quality that stand out. Trends indicate that many guests are choosing to upgrade their stay: 58 % of global travellers plan to book superior or luxury room options over standard rooms, an increase of 4 percentage points compared to the previous year. People are willing to pay more for a memorable experience, which is reflected in both hotels and campsites. For example, 9 out of 10 Swedish travellers consider that the atmosphere of the accommodation is crucial when booking - Everything from the décor and atmosphere to the personalised service contributes to the overall experience.

Another strong driver is events and special occasions. In the aftermath of the pandemic, travelling has changed in that many people no longer postpone dream trips, but take the chance when it comes. Global surveys show that 63% of travellers are more likely to travel to attend concerts, festivals or other special events in the coming year. In Sweden, a similar trend can be seen - 42% of Swedes say they are more willing to travel to see a concert or live event this year than they were the year before. Younger generations are leading the way; among Gen Z and Millennials, it is even more common for calendars to be filled with trips linked to concerts, sporting events or cultural happenings.

In addition, travelling has become more motivational in everyday life. Instead of travelling only on classic occasions like summer holidays or Christmas, people now take every opportunity to celebrate or treat themselves. Industry statistics show that after the pandemic, many consumers are spending more on experiences than on gadgets, and we are seeing a marked increase in travel "to treat yourself to something extra". Whether it's to celebrate a birthday, a personal milestone or even something as simple as a tax refund, travelling has become a way to reward yourself in the moment. For hotel and camping businesses, this presents an opportunity to spread demand across the year by offering specialised packages and themed stays. Creating, for example, weekend packages, spa and nature experiences, or concert packages with transport and tickets, can attract guests even during normally quieter periods.Operators that can offer unique and customised experiences build a stronger bond with their guests and differentiate themselves in the market.

Later bookings, flexibility and dynamic pricing

Economic uncertainty and new behaviours have also led to guests booking later than before, requiring flexibility from the industry. For example, in Sweden, it was noted that bookings for summer 2024 were around 4% in the previous year at 1 July, suggesting that many waited longer to book their stay. Often, guests wait to see what the weather will be like or to grab a good last-minute deal. For hotels and campsites, this means being able to handle a stream of spontaneous bookings close to arrival - without compromising service levels. Flexible cancellation policies and real-time pricing have become key competitive tools. If guests know they can book late and still get a fair price and conditions, they are more likely to choose that accommodation.

At the same time, customers are more accepting of so-called dynamic pricing. In the past, price increases during peak seasons could lead to dissatisfaction, but there is now a greater understanding of supply and demand-based price adjustments. A global survey shows that 65% of travellers support flexible prices that change according to demand - even if it means paying more themselves during popular dates. Many people value availability and quality rather than the lowest possible price. This opens up the opportunity to exploit revenue optimisation: with the right dynamic pricing tools can help hotels and campsites adjust prices daily or even hourly based on occupancy, booking rates and external factors. Using data and AI to predict demand can avoid both empty rooms and lost revenue.

A related trend is the comeback of package holidays in the search for value. In 2023-2024, there was a new international boom in classic flight+hotel packages, as well as many customers being attracted by complete offers (e.g. accommodation including activities or meals) to get control of costs. So being creative and flexible in your pricing can pay off. Offer differentiated pricing plans - from rebookable premium options to discounted prepaid rates - to appeal to both those looking for peace of mind and those looking for bargains. And don't be afraid to communicate why prices may differ; transparency about what is included in the price gives customers the feeling that they are getting value for money.

Technology as an enabler - the way forward

Adapting to the changing landscape is largely about embracing new technologies. For many hospitality operators, keeping up with digital developments can be challenging, but the benefits of doing so are significant. Already today, 63% of hotels globally use some form of AI-based tools in their revenue management, but among independent and smaller operators, almost half are still without such technology. There is a clear risk here: those businesses that don't start using modern systems and analytical tools will fall behind competitors who can make faster and more data-driven decisions.

Fortunately, the hotel and camping industry has access to increasingly user-friendly digital solutions. Implementing a single platform for booking, payment and guest management can solve many of the challenges posed by new trends. For example, a modern booking system automatically synchronise inventory and prices across both your own channels and external sites, so that a guest finding your accommodation on an OTA gets the same up-to-date information as on your own website. Double bookings are avoided and you can easily adjust prices centrally for all channels simultaneously. Furthermore, integrated CRM and communication modules allow you to stay in touch with the guest before, during and after their stay - something that is difficult to achieve if you have separate, isolated systems.

Technological developments also offer new opportunities to improve the guest experience. Many guests now expect options such as digital check-in and check-out, mobile keys and the ability to manage their booking online without hassle. For example, through a guest portal or app, visitors can check-in themselves, pay for any additional services and communicate special requests directly from their phone. This not only provides a smoother experience for the guest, but also frees up time for staff to focus on personalised hospitality. Technologies such as AI-based chatbots or recommendation engines can also offer personalised tips to guests (e.g. for activities or restaurants), meeting the modern traveller's expectation of tailored service.

Finally, the data analysis, an area where modern systems really makes a difference. By gathering all information on bookings, occupancy, revenue and guest referrals in one system, it becomes easier to see patterns and make strategic decisions. You can identify which campaigns are having an impact, which periods have the potential to grow and where guests are coming from, and then adapt your marketing and product accordingly. At a time of rapid change, it's important to be proactive - and data is the key to being proactive.

Conclusion: Adaptation for future competitiveness

The hospitality industry is undergoing a transformation, with the 'new' traveller making higher demands and changing behaviour. For hotel and campsite owners with ambitions, the key is to embrace change rather than fight it. Those who are quickest to adapt to trends - by being responsive to guest needs, offering flexible terms and conditions and investing in modern technology - will win the loyalty of their guests. Investing in digital solutions and continuously developing your service is no longer a choice, but a prerequisite to maintain and increase your market share in a competitive industry. At the same time, the core of the guest experience should not be forgotten: the personalised approach and the feeling of being taken care of. Technology should be seen as a tool to free up time and enable even better service, not as an end in itself.

To summarise, hotels and campsites are at an exciting stage where there are great opportunities for those who dare to invest in the future. Travelling is increasing and becoming more varied throughout the year, guests are curious about new experiences and are willing to pay for quality. By analysing developments, getting to know your new type of customer and equipping your business with the right digital tools, you can not only avoid losing ground - you can also conquer new ground in the changing travel landscape. The future winners in the hospitality industry will be those who combine technological innovation with a genuine guest focus.