The new era of holiday travel: Why hoteliers must adapt to the experience-driven traveller
Exclusive Op-Ed: Bradley Haines, Regional Vice President for Asia Pacific at SiteMinder, on the exciting opportunities and critical challenges facing the industry in 2025
The festive season has always been a time for people to gather and celebrate. But as we approach Christmas this year, it’s clear there has been a significant shift in how people are planning and experiencing their holiday travel.
The return of international travel, paired with evolving consumer behaviours, presents accommodation providers with both an exciting opportunity and a pressing challenge.
SiteMinder’s latest data shows travellers are not just returning to international destinations in large numbers, they are doing so with greater intent, booking further in advance and staying longer. For example, hotel bookings globally for the days leading up to Christmas have surged by 21 percent in Australia, 43 percent in Germany, and similar increases in other key tourism markets.
However, it is not just the volume of travel that’s changing, but the way travellers are engaging with their holidays.
More than a place to rest
As international travel rebounds, particularly in regions like Australia, Indonesia and the United States, one key trend stands out: travellers are booking with greater foresight. Booking lead times have increased by up to 10 percent in markets like Thailand, where the lead time has grown from 84.67 to 93.19 days. This shift speaks to greater confidence and certainty, and the opportunity to curate a travel experience rather than simply plan a getaway.
For hoteliers, this means it’s no longer enough to simply provide a bed for the night. The modern traveller is after experiences that align with their travel goals, whether it’s relaxation, cultural discovery or adventure.
According to SiteMinder’s Changing Traveller Report 2025, 65 percent of global travellers are more likely to travel for events, with family reunions, celebrations and festivals topping the list. This signals a clear demand for experience-driven stays. Whether it’s live music, cultural activities, or immersive dining experiences, hotels need to adapt to new traveller expectations and enhance their offering to become a pivotal part of the journey itself.
Additionally, this change in traveller expectations offers a key opportunity for hoteliers to build deeper, more meaningful connections with their guests.
It also calls for a rethinking of the role hotels play in the traveller’s journey. Hotels are increasingly expected to become active participants in crafting the overall experience by offering curated, bespoke services and value-added offerings that elevate the guest experience.
An experience to remember
The return of international travel further amplifies these opportunities for differentiation. Cities renowned for their holiday festivities, such as Sydney and London, are seeing increases in bookings for the New Year’s period, reflecting the desire among travellers to be part of global celebrations. They present a chance to capitalise on the event-driven travel boom by offering unique, location-based experiences that align with, and enhance, these moments of connection.
The upcoming Christmas season marks more than just a return to international travel—it marks the rise of a new era in hospitality. This is the age of the experience-driven traveller.
Hoteliers will need to meet these expectations with creativity, flexibility and a relentless focus on delivering memorable experiences.
The key to success in 2025 and beyond will lie in recognising that the traveller’s journey is not just about where they go, but about how they feel along the way—and how well hotels can enhance that journey.
Bradley is Regional Vice President of Asia Pacific at SiteMinder.