Conscious tourism: the hotel as an experience

Gone are the days when most hotels were simply clean places for travelers to rest, perhaps with a little extra like a massage or a late-night snack from room service.

These conscious travelers, highlighted among more than 12,000 responses to the world's largest accommodation survey, SiteMinder's Changing Traveller Report 2025, are leading the way for hotels and other accommodation providers looking for ways to maintain and increase occupancy.

Traveling
, especially abroad, can be a significant hit to savings. We might imagine that tourists will seek to get out and squeeze every penny they spend on vacation, but more and more travelers are choosing to stay put, changing that traditional logic.

More than half of Mexican travelers surveyed by SiteMinder expect to spend “most of their time” (20%) or “a considerable amount of time” (43%) at their hotel by 2025, a 1% increase from the previous year and 12 points above the global average. Whether traveling alone or with friends, this intention doesn't change significantly.

This trend is most pronounced among those traveling abroad: 26% plan to spend most of their time at their accommodations, compared to 15% of those traveling domestically.

Despite their reputation for being more adventurous, younger generations are leading this trend, with Generation Z (18–27 years old) and Millennials (28–43 years old) planning to spend more time in their accommodation than Generation X (44–59) or Baby Boomers (60–78).

And what do they plan to do with that extra time?
After several hours in cramped airplane seats, a deep massage or exfoliation may be just the thing to relax. In fact, spa services (41%) top travelers' wish list for in-hotel experiences.

However, experiences such as gastronomy and wine tasting (40%), concerts or live music (36%), and yoga or meditation classes (21%) also stand out. In addition to good food and entertainment, travelers value hands-on learning and immersive experiences specific to the region they are visiting. Local cooking classes (22%), expert talks (18%), language classes (18%), farming or gardening activities (14%), and traditional dance or storytelling sessions (13%) are some of the most sought-after activities. Rest for the body and mind is also valued. 11% of Mexican travelers are interested in programs to improve their sleep.

Preferences also vary by country of origin. For example, among those surveyed, SiteMinder found that Thais prioritize food and wine (61%) and spa services (50%), while Indians are most interested in cultural cooking classes (40%) and sleep improvement programs (33%).

Affordable accommodation, with experiences… and eco-friendly?
In the face of growing global socioeconomic concerns, accessibility and convenience remain key factors when choosing accommodation.

Globally, large hotel chains and resorts are tied in popularity with budget hostels and motels (18%) as the options where most travelers plan to stay on their next trips. Additionally, younger people are more likely to seek out budget-friendly options than older generations, who generally have higher incomes or savings.

Interestingly, over 50% of Gen Z and Millennials plan to spend more on their next trip compared to last year, compared to 35% of Gen X and 28% of Baby Boomers, most of whom plan to spend the same or even less.

Economic and cultural differences between nationalities also influence accommodation searches. Australians reaffirmed their love of nature by being the most willing to book holiday parks or campsites (11%), while Chinese (35%) and Singaporeans (32%) show greater interest in boutique or luxury hotels.

Caring for the planet is also a priority when choosing accommodations. Whether it's a campsite or a luxury resort, more than three out of ten travelers are willing to pay up to 10% more for eco-friendly accommodations, a figure that reaches 50% among Mexicans.

“Although budgets remain a factor, conscious travelers are willing to spend on what they truly value, including paying extra for any type of sustainable accommodation,” says Alfredo Rodríguez, SiteMinder's manager in Mexico.

“This is a sign for accommodation providers that this type of traveler is increasingly paying attention to details beyond superficial entertainment or basic amenities.”

Back to basics, with an extra touch
When it comes to rooms, getting back to basics remains essential. Among Mexican travelers, the most important aspects are: the view (61%), pillows and bedding (51%), TV and sound (37%), having a bathtub (34%), climate control (30%), and shower pressure (23%). But don't worry if the towels aren't folded like animals: four out of five travelers are satisfied if they're hung in the bathroom or simply folded on the bed.

What must be impeccable are the special memories and emotional connections. Among the factors that motivate travelers to return to a property, many cite memorable experiences within the hotel (37%), such as food, spa services, or events.

A close connection to the local culture or community is also valued (20%). “The 2025 traveler wants hotels to master the basics, but also offer something more,” says Rodríguez. “Comfort is still important, but so is the hotel blending into its surroundings rather than standing apart or above them.”

Source: SiteMinder.