More Than Half of Travelers Are Ditching Hotel Bookings Online Because of Bad Web Experiences

Bangkok Hotel Technology News: The Rise of the Everything Traveler

A new wave of globetrotters is transforming the travel landscape—and hotels that fail to adapt could be left behind. According to SiteMinder’s Changing Traveler Report 2025, which surveyed 12,000 travelers across 14 countries, the industry is being reshaped by a tech-savvy, experience-driven traveler known as the “Everything Traveler.” These individuals blur the lines between old-school vacationing and new-age digital exploration. They’re as eager for classic tourist spots as they are for trending locales discovered through TikTok or Reddit. They plan meticulously but still crave flexibility, often combining event-based travel with longer, more immersive stays.

With more travelers relying on search engines to start their accommodation search, a strong SEO presence is must for all hotels.
Image Credit: Freepik

To keep up, hotels must rethink their entire digital strategy. This Bangkok Hotel Technology News report reveals that technology is no longer just a convenience—it’s the backbone of how people choose, experience, and remember their trips. With more travelers relying on search engines to start their accommodation search—up from 26% in 2024 to 36% this year—a strong SEO presence is no longer optional for hotel websites. It’s mission-critical.

Why Guests Are Walking Away Mid Booking

One of the most striking findings from the report is that 52% of travelers abandon their hotel bookings due to a poor online user experience. Whether it’s a slow-loading site, complicated booking process, or clunky mobile design, travelers today have little patience for digital friction. And while online travel agencies (OTAs) remain the leading choice for 42% of travelers, the allure of direct booking is fading. Hotel websites are losing ground—because many simply aren’t delivering the seamless, intuitive experience that guests now expect.

To reverse this trend, hotels must rethink their direct booking strategy. That means offering more than just competitive rates—it means creating compelling incentives like exclusive packages, loyalty perks, and real-time personalization. Booking engines must be fast, frictionless, and optimized for mobile, or they risk hemorrhaging potential guests at the most crucial moment.

Personalization and the in-Stay Tech Revolution

Even as travelers keep an eye on their budgets, they’re willing to spend more on value-adding extras. Room upgrades, breakfast deals, panoramic views, and green-certified stays are emerging as top priorities. This offers hotels a golden opportunity: appeal to the price-conscious while still tapping into upselling potential.

During the stay itself, technology continues to elevate expectations. Guests now see features like mobile check-in, digital room keys, and in-room environmental controls not as luxuries, but as standard. The ability to personalize the in-stay experience through tech-driven conveniences is fast becoming a major driver of guest satisfaction and repeat visits.

AI Is in but Not All In

Artificial intelligence is making subtle but significant inroads in the hotel industry. From chatbots answering queries to smart assistants aiding with concierge tasks, travelers are increasingly open to limited AI integration. However, full automation still faces resistance. Only 12% of those surveyed said they’d feel comfortable with machines handling all core hotel functions. Human touch, it seems, is still irreplaceable when it comes to hospitality.

Hotels that can strike a balance—using AI to enhance efficiency and personalization while preserving genuine, human service—will be best positioned to win traveler loyalty in this new era.

This new generation of travelers is unpredictable, discerning, and digitally empowered. They crave personalization but also expect speed and simplicity. They are eco-conscious yet experience-hungry. To meet these expectations, hotels must embrace a tech-first mindset while never forgetting the power of authentic hospitality. The winners in 2025 and beyond will be those who blend smart technology with warm service, offering not just stays—but seamless, memorable journeys.

SiteMinder’s Changing Traveler Report 2025 can be found here:

https://www.siteminder.com/changing-traveller-report

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