US travelers double down on hotel brand loyalty as global trends evolve rapidly: SiteMinder

Fourteen percent of US travelers now turn to familiar hotel brands as their starting point when researching accommodation, an almost threefold increase on last year’s figure (5%), according to SiteMinder’s Changing Traveller Report 2026, released today. This is the highest proportion of all countries surveyed and double the global average of 7%, which in turn has more than doubled from the previous year (3%).

SiteMinder's report, which is the world’s largest accommodation-specific consumer survey, further reveals that US travelers are more likely to book directly –– by website, phone or email –– than they were 12 months ago, up to 40% from 36%, and significantly above the global average (28%).

The primary motivations cited for booking directly are a desire for flexibility with changes (66%), a preference for direct communication (61%), and access to better prices and package deals (57%). SiteMinder’s data also underscores the premium American travelers place on freebies and loyalty programs, with 42% and 28% respectively listing these as a primary reason to return to a property, compared to 32% and 22% globally.

The domestic focus among American travelers is also strengthening, with 52% planning to travel only within the US in 2026, up from 49% last year. In parallel, the US continues to be an enduring favourite among the world’s travelers, with just over 10% naming it as a ‘dream destination’ compared to 9% last year. America  is surpassed in this regard only by Japan (17%), which retains its position at the top of the list, and is followed closely by France (10%).

“The greater willingness of American travelers to book domestic trips, and their strong preference for direct bookings and loyalty initiatives, presents an opening for hotels, as does the continued international interest in visiting the US next year” says Brian Reising, Regional Vice President of US and Latin America at SiteMinder. “Hotels that can meet travelers’ rising expectations of flexibility, service and value are best positioned to take advantage of guests’ growing inclination towards direct bookings and desire to forge a relationship with a brand they trust.”

Changes in US traveler behavior reflect global trends

SiteMinder’s report unveils a series of transformations occurring amongst travelers around the world. Twenty-six percent will now begin exploring accommodation options using an OTA, compared with 18% last year, while those who will start with a search engine have fallen to 21% from 36%. Furthermore, twice as many travelers (14%) now say they will first look to friends or family for recommendations, up from 7% last year.

These trends are echoed among American travelers, with the number intending to start their accommodation research through search engines almost halving to 19% this year compared to 36% in 2024, while 18% will choose OTAs as their first port of call, up from 15% the previous year. Likewise, 17% will start exploring accommodation by seeking advice from friends and family, almost double last year’s figure (9%).

The data from SiteMinder also shows that 18% of travelers who begin their search on an OTA will ultimately book directly with their hotel, a pattern increasing by 3.3 percentage points, year-on-year. In the US, this increases to 24%, in line with the general tendency of American travelers to be more favorable to direct bookings.

Additionally, the use of AI as a first step of accommodation research has reached 4%, up from 1% last year, both globally and in the US, rising to 7% among American Gen Zs and Millennials.

While AI remains an emerging channel for the initial planning stages when it comes to accommodation, the technology is set to rapidly transform the booking process. Eighty percent of all travelers and 71% of US travelers now want AI-powered capabilities, with price monitoring and alerts (37%) leading the wishlist in the US. And, in a further sign of travelers’ increased acceptance of technology, 65% worldwide and 59% in the US now support dynamic, or demand-based, pricing.

“Across every stage of the guest journey, we’re seeing American travelers diversify how they engage with information, from online travel agencies and familiar hotel brands to AI and search engines," observes Reising. "This non-linear path to purchase makes it more vital than ever for hotels to build a stronger digital presence and ensure consistency across all touchpoints, to gain both visibility and commission-free revenue."

Intention to travel grows as demand for quality increases

The report, the world's largest consumer research on accommodation, surveyed 12,000 travelers across 14 countries including Australia, China, France, India, Spain, Thailand, the UK and the US.  It also revealed that:

• Nearly half (49%) of travelers worldwide have an increased desire to travel in the next 12 months, with just 12% indicating less motivation to travel.

• Event-driven travel continues to accelerate globally: 63% are more likely to travel for special events next year, led by Gen Z (81%) and Millennials (74%), primarily travelling for concerts and festivals.

• Quality is being prioritized on-site: 58% plan to choose superior or luxury rooms (+4pp year-on-year), suggesting a shift toward more meaningful, elevated experiences.

Apart from their focus on direct bookings and brand loyalty, US travelers are notable for prioritizing location details when booking (58%), preferring credit or debit card payments above all others (66%) and considering room quietness (44%) to be an essential room feature. 

“While traveler behaviors are varying more and more between markets, the broad trends remain encouraging for the industry, with events continuing to drive travel in ever greater numbers, and guests increasingly prepared to pay more for what they truly value,” concludes Reising. “For US hotels, the opportunity lies in identifying their guests’ preferences to craft standout, loyalty-driving experiences from the very first digital interaction.”