Meet Ana: The Hotel Guest of 2030
and what she expects from you!
Meet Ana, a fictional traveler whose journey reflects the evolving expectations of modern guests. Whether she’s booking a weekend getaway, a workcation, or a long-haul adventure, Ana’s decisions are shaped by technology, transparency, and personalized experiences.
Her booking process is a snapshot of the hospitality industry’s future—from the power of Google search to the rise of social media as a travel resource, the demand for meaningful experiences, and the increasing importance of direct bookings.
By understanding what drives guests like Ana, hotels can stay ahead of industry trends, maximize direct revenue, and create stronger guest relationships.
Her journey to booking a hotel revolves around three key areas:
1️⃣ Search & Discovery: Where the Booking Journey Begins
For Ana, hotel research starts long before she clicks "Book Now." Travelers today rely on a mix of Google searches, social media, and trusted recommendations to guide their decisions.
🔎 Google: The First Stop for Travel Planning
With 80% of travelers beginning their research on Google, the platform remains the most powerful tool in hotel discovery. By 2030, its advanced features streamline the decision-making process:
✔ Aggregated Reviews – 88% of travelers prioritize guest feedback. Google’s ability to compile verified reviews in one place makes it an essential decision-making tool.
✔ Smart Filters – Ana can easily filter hotels by eco-certifications, pricing, and proximity to landmarks, aligning with the 76% of travelers who seek eco-friendly stays (according to Booking.com).
✔ Integrated Comparisons – With 42% of travelers valuing convenience and transparency, seamless comparisons between direct booking rates and third-party platforms become a decisive factor.
📢 “As I look forward, I’m talking a lot with the team about how we ensure we’re the best at the basics. Do we have the right traffic? Are we attracting the right customers? Is the product converting the way we want?"
— Ariane Gorin, CEO of Expedia Group
📲 Social Media: The New Travel Search Engine
Social media is no longer just for inspiration—it’s a major booking driver, especially for younger travelers.
✔ Visual Platforms: 89% of Gen Z and Millennials rely on Instagram and TikTok for travel decisions (Amadeus).
✔ Short-Form Video Reviews: TikTok’s real-time, peer-driven property overviews help Ana make confident and informed choices.
Hotels that embrace user-generated content, video storytelling, and real-time engagement will capture the next generation of travelers.
🗣️ Word of Mouth & Community Recommendations
Ana trusts real people over advertisements. Community-driven platforms play a vital role in her decision-making:
✔ Reddit Travel Forums – 68% of travelers prefer community insights over generic reviews.
✔ WhatsApp & Private Groups – Personal recommendations from friends and family carry a 50% stronger influence on bookings.
2️⃣ The Experience: What Travelers Demand Beyond the Room
Booking a hotel is no longer just about a comfortable bed—Ana expects a seamless, personalized, and meaningful experience from start to finish.
📱 Convenience: Tech Should Enhance, Not Complicate
Ana values efficiency but won’t tolerate technology that makes things more complicated. She expects:
✔ Mobile check-ins and digital keys 📲
✔ App-based room controls (temperature, lighting, entertainment) 🎛
✔ Seamless yet optional automation—she still wants the option of human interaction when needed.
Tech should remove friction, not replace hospitality.
💖 Personalized Service: The Human Touch Still Wins
Technology enhances convenience, but it doesn’t replace human connection. Ana values:
✔ Custom room setups (temperature, pillow preferences, minibar choices)
✔ Local recommendations tailored to her interests
Hospitality is still about people. Hotels that combine automation with a personal touch will stand out.
🌿 Meaningful & Local Experiences Matter
Ana isn’t just booking a hotel room—she’s booking an experience. She seeks properties that connect her to authentic local culture, such as:
🎨 Workshops with local artisans
🍽 Farm-to-table dining experiences
🌍 Immersive community activities
📊 71% of travelers prefer trips that integrate cultural elements into their stay (Skift).
3️⃣ Direct Bookings: The Future of Hotel Distribution
While Ana may begin her journey on Google or social media, she often completes her booking on hotel websites—provided they offer a seamless and valuable direct booking experience.
📢 "Direct is the Future," says Pedro Calvo, Marketing Director at Paraty Tech.
"By 2030, the shift toward direct bookings is undeniable—control, profitability, and guest loyalty are no longer optional; they’re essential. OTAs may provide reach, but with commissions eating up as much as 25%, they erode margins and weaken guest relationships. The solution? Owning the guest journey—start to stay. As direct channels evolve into seamless, personalized, and reward-driven ecosystems, the battle isn’t just about transactions—it’s about who owns the guest. Hotels that master direct distribution today won’t just increase revenue—they’ll future-proof their brand for the next era of hospitality. The choice is simple: Own the booking, own the guest, own the future."
🔹 Why Direct Booking will win
✔ Exclusivity & Perks: 39% of travelers prefer direct bookings for exclusive offers and tailored deals.
✔ Seamless Experience: Guests expect an easy, mobile-friendly booking process with direct customer support.
✔ Loyalty & Relationship-Building: Direct bookings allow hotels to gather guest preferences, personalizing future stays and driving long-term loyalty.
🔮 The Future of Hospitality is also Guest-Centric
📊 Key Trends Driving the Industry Forward:
✔ 70% of travelers will prioritize eco-conscious accommodations by 2030. 🌿
✔ The bleisure trend is driving a 35% increase in longer weekend stays. 🏖💻
✔ 89% of Gen Z travelers rely on Instagram or TikTok for travel inspiration. 📲
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