In SiteMinder’s Changing Traveler Report 2025, we saw the true complexity of modern travelers emerge as we gathered insights from 12,000 respondents across 14 countries.
Within the groups and chains segment, we found unique insights that will help hoteliers paint a clearer picture of their potential guests.
Let’s explore some of the most fascinating data from the report, across five key topics.
1. Planning and booking
Groups and chains guests are almost twice as likely as the average traveler (27% vs 14%) to book a deluxe room on their next trip with a further 39% planning to book a superior room, which is also 6% higher than the global average.
Those beginning trip planning via a search engine has jumped from 24% last year to 36% in 2025, and online forums have also seen an increase of 4% to hit 10%. While research beginning on a specific online travel agency, website or app has declined 4% this year to 23%, it still sits 5% above the global average.
When it comes to booking trends, they are again 5% more likely than the average traveler to book with a specific website or app at 47%. They are also 3% more likely than other travelers to engage the services of a travel agent, growing 1% year-on-year to 14%.
2. Cost of living
Large chain or group guests are happy to spend money in 2025, with 48% planning to spend more or considerably more than the previous year and only 6% spending less.
To emphasize this, 23% stated that an increase in average prices will have no bearing on their choice of accommodation, compared to 19% for the average traveler.
Confirming the trend was the fact that 54% are somewhat or much more likely this year to purchase a travel package that bundles flights, accommodation and/or experiences - perched 4% above the global average.
3. Spending and revenue
Upon ranking their top three preferred add-ons, our focus segment was more likely than the average traveler to pick breakfast (49%), airport transfer (35%), room size (32%), and a view (32%). They featured airport transfer in their top three 7% more than their peers.
In terms of deals from their hotel, a discount was unsurprisingly the most popular option at 45% but it was less of a priority for them than other travelers (49%). Instead, they were more inclined to seek the comfort offered by an exclusive-rate room upgrade (26% vs 22%).
Almost 65% also agreed that hotels, like airlines, should be able to adjust their prices during busy periods. Additionally, 83% said they could be incentivized to book at a different time of year if they were offered a guarantee of smaller crowds, a package deal, or a more premium room.
4. Digital affinity
Last year only 23% of groups and chains guests believed that the industry was ahead or very ahead in terms of technology adoption. This year that number stands at 52%, with only 5% holding the opinion that the industry is lagging behind.
However, they maintain that there are still some aspects of customer service that are sacred and shouldn’t be handled by a machine. Included in the most common top three picks were cooking (53%), bartending (39%), and spa treatments (38%).
One in five are still not open to using AI during their travel experience, and those who use it do so for exploring accommodation options online (48%), well ahead of services such as communicating with the hotel during their stay (30%).
5. Experiences
Guests choosing to stay at a group or chain plan to work at least some of the time on their next trip in 39% of cases, up from 35% last year. Almost half also plan to spend a considerable amount or most of their time at their accommodation.
At 43%, spa services were a top three pick that trended 6% above the global average. Gourmet dining/wine tasting, at 43%, trended 8% above the global average. Live music performances trended 2% above the global average at 37%. Coupled with this was the fact that pillow and bedding (59%) and temperature control (39%) appeared in their top three most important room features 3% and 4% more than the global average respectively.
This year, loyalty programs grew by 5% to 25%, freebies jumped by 8% to 33%, and memorable moments or experiences increased from 37% to 40%. Meanwhile, value for money was still a huge factor (62%) but dipped 3% year-on-year.
To access the full report click here.
