American Travelers Most Likely to Book Hotel Directly, Show Strongest Commitment to Loyalty Programs: New SiteMinder Report

SiteMinder, the world’s leading hotel distribution and revenue platform, has released SiteMinder’s Changing Traveler Report 2025, the largest survey globally on accommodation, revealing that 37% of Americans plan to book their 2025 stays directly, either via a hotel’s website (23.5%) or by contacting the property by phone or email (13%). This figure significantly exceeds the global average of 27%, and rises to 57% among those over the age of 60.

The report, based on a survey of over 12,000 respondents across 14 major tourism markets, shows how these plans are shaping the rise of the 'everything traveler'—a new, multifaceted guest blending trending and traditional behaviors as travel dynamics shift. The report underscores a strong preference for direct bookings among US travelers, outpacing those from Australia (35%) and Germany (33%). By contrast, travelers from Indonesia (16.5%) and China (17%) are the least likely to book their hotel stay directly.

SiteMinder’s report also highlights that loyalty incentives are becoming an increasingly important factor in driving repeat business, with 33% of Americans citing them as one of the top three reasons for returning to a hotel in 2025—nine percentage points higher than the global average. SiteMinder’s Changing Traveler Report 2025 shows that in 2022, 23% in the US and 15% globally cited loyalty programs as a primary reason for returning. This rose to 28% in the US and 19% globally in 2023, before reaching 33% (38% among Gen Zers) in the US and 24% globally for stays next year.

A generational divide: how Gen Z is shaping international trends and accommodation preferences

SiteMinder’s data shows that more than half (51%) of American respondents plan to travel abroad in 2025, up from 43% this year. This increase is largely being driven by Gen Z travelers (aged 18-27), 73% of whom intend to travel internationally next year, compared to just 30% of those over the age of 60. Popular international destinations for American Gen Zers include Australia (13% vs 7% country-wide), France (10% vs 7% country-wide), Brazil (7% vs 3% country-wide) and New Zealand (7% vs 2% country-wide). Canada will be the most popular destination overall (10%).

This finding highlights the significant generational divide in the US when it comes to travel and accommodation preferences. SiteMinder’s report offers several additional examples:

• 23% of Gen Z travelers plan to use online forums to find their 2025 accommodation, compared to just 3% of those over 60, while 67% of Gen Zers have abandoned online bookings due to poor experiences, a stark contrast to the 21% of older travelers who report the same.

• Gen Z is more likely to spend additional money on accommodation next year (69% vs 32%) and to work from their hotel (59% vs 15%). They plan to spend ‘most of the time’ on site (41% vs 7%) and are more willing to pay extra for eco-friendly stays (87% vs 31%).

• Gen Z is more likely to travel for an event (79% vs 38%) and to embrace AI at various stages of their accommodation journey (87% vs 41%).

Trent Innes, Chief Growth Officer at SiteMinder, said: "American travelers are increasingly incorporating the opportunities offered by technology into tried-and-tested practices, to optimize their consumer experience. The enduring, and increasing popularity of direct bookings and loyalty programs is testament to this, as accommodation consumers seek out deals and initiatives online to maximize value for money and enhance their stay.”

As travelers increasingly turn to technology to enhance their experiences, Innes adds, “Hoteliers would do well to ensure they are ready to respond dynamically to surges in bookings around major events, particularly amongst Gen Z travelers. By focusing on this generation’s expectations, including integrating AI into the customer journey and providing options for eco- and work-friendly stays, hotels can curate memorable experiences and win over a new generation of guests.”