41% of travelers will work during their trips this summer

Forty-one percent of Spanish travelers plan to work during their summer vacation, up 5% from 2024 and 10% from 2022, according to SiteMinder's Changing Traveller Report 2025. The largest growth is among millennials, 50% of whom plan to combine work and leisure during the summer season.

The study, based on responses from more than 12,000 travelers from 14 major global travel markets—including Germany, Spain, the United States, Mexico, the United Kingdom, and India—shows how the relationship between travel and work is being redefined in the post-pandemic environment.

Technology at the Center: AI, Between Utility and Skepticism
As artificial intelligence gains ground in the hospitality industry, the report reveals mixed perceptions among tourists. While the use of AI is more accepted in Asia and Latin America, travelers in Europe are more cautious.

Guests welcome the use of AI in operational tasks such as housekeeping and room service. However, they are more reluctant to relinquish control in areas such as the kitchen or personalized service, where they still prioritize human intervention.

New search and booking habits
The report also highlights changes in search and booking channels:

36% of travelers begin their accommodation search on search engines, up from 26% in 2024.

Forum usage has nearly doubled, especially among younger travelers, even surpassing recommendations from family or friends.

More than 52% of users have abandoned an online reservation due to a poor experience, underscoring the importance of usability and personalization on hotel and agency sites.

Opportunities for the sector
The trend of working while on vacation represents a strategic opportunity for the tourism sector. Accommodations, destinations, and operators can capture this new traveler profile by adapting their offerings: from high-speed Wi-Fi and coworking spaces to services that facilitate a balance between productivity and relaxation.

In an environment where connectivity, flexibility, and user experience are key, the challenge will be to strike a balance between technology and human hospitality, and to design experiences that support the transformation of global tourism.

Source: SiteMinder.