New SiteMinder Report: Over 75% of Mexican Travelers More Likely to Travel for Events in 2025, Defying Cost-of-Living Pressures

SiteMinder, the world’s leading hotel distribution and revenue platform, has today released SiteMinder’s Changing Traveller Report 2025, the largest survey globally on accommodation, revealing that 76% of Mexican travelers—and 84% of Gen Zers (ages 18-27)—are more likely to travel for events in the coming year. This trend emerges despite Mexican travelers reporting the highest impact from accommodation price increases among travelers globally.

SiteMinder’s report, based on the survey of over 12,000 respondents across 14 major tourism markets, including Mexico, 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.

It highlights that, despite only 12% of Mexican travelers stating that price increases will have “no impact” on their accommodation choices, and over half (51%) planning to book Standard (basic quality) Rooms, they remain staunchly committed to spending on memorable travel and accommodation experiences, ‘where it matters’. Three-quarters of Mexicans say they support flexible hotel pricing during busy event periods, rising to 81% among rural residents, compared to a global average of 65%, with only 7% opposing the concept. Family reunions (38%), concerts and music festivals (24%), weddings (22%), conferences and conventions (15%), and sporting events (14%) top the list of the events motivating travel.

Additionally, almost all (93%) are willing to pay for extras such as breakfast (58%), spa treatments (24%), and late check-outs (17%), beyond room costs. Eco-consciousness is also on the rise, with 86% of Mexican travelers—and 91% of Gen Z respondents—willing to pay more for eco-friendly accommodations, well above the global average of 70%.

International and domestic travel plans for 2025

While 1% less (56%) are planning international trips year-on-year, of this figure, 30% are planning both international and domestic trips in 2025, up from 21% this year. Their most popular domestic destinations in 2025 will be Quintana Roo (27%), Mexico City (18%), Veracruz (17%), Yucatán (16%) and Jalisco (17%), and the most popular international destinations will be the US (22%), Canada (14%), Colombia (11%), Brazil (8%) and Japan (8%).

Additional insights relating to the Mexican traveler include that they are:

• Highly social media-savvy and open to AI: Similar to their counterparts in growth markets across Asia, Mexican travelers are increasingly tech-native, with 21% starting accommodation research on social media, the highest of any country surveyed. Sixty-five percent have abandoned an online booking due to a poor experience (13% above average), and 91% are open to using AI for planning, booking, and experiencing their 2025 stay (13% above average).

• Creating a home away from home: Sixty-three percent plan to spend significant time on site (20% “most of the time”, 43% “considerable time”), 12% above average, with 44% planning to work from their 2025 stay (3% above average). When there, the comforts of home, including pet-friendly amenities, are increasingly essential, with 59% valuing pet-friendly policies more now than prior years, well above the global average of 46%.

• Family-first: Seventy-eight percent will either travel with family (42%) or their partner/spouse (36%), with 12% traveling solo, 8% with friends and 2% with colleagues.

Alfredo Rodríguez Flores, SiteMinder’s Country Manager for Mexico, says, “In an era where guests hold increasing influence over their stays, it’s clear their evolving needs are both vast and uniquely personal. The everything traveller embodies a bold new standard, with the flexibility to pivot between impulsive and considered decisions, international and local event travel, and a clear demand for control,” says Rodríguez Flores. “Our research highlights that accommodating these multifaceted preferences goes beyond simply adapting to a trend; it requires a deep commitment to understanding the unique motivations and values of today’s traveler. For Mexican guests, this commitment translates into prioritizing meaningful experiences, even in the face of rising costs. In this landscape, data-driven insights become critical for hoteliers to anticipate guest needs and deliver the stay they envision.”