Summary:
- Around 95 percent of U.S. travelers are more likely to book independent hotels with personalized offers, according to TakeUp.
- 59 percent plan more travel in 2025, with 78 percent favoring weekend getaways and 65 percent domestic trips.
- Top booking deterrents are few reviews at 39 percent, unclear cleanliness or quality at 38 percent and inflexible cancellations at 29 percent.
PERSONALIZED OFFERS BASED on interests would make 95 percent of U.S. travelers more likely to book at an independent hotel, according to TakeUp, a revenue management platform for independent hotels. About 85 percent are open to technologies such as smart check-in, recommendations and AI-based pricing.
TakeUp’s “The Voice of the Boutique Travel Guest 2025” report, based on a survey of 350 travelers who stay at independent properties, found that 87 percent accept dynamic pricing, with 39 percent saying they expect rates to change based on demand.
“While our previous research focused on property owners’ challenges, this report flips the script to understand what guests actually want from independent properties,” said Bobby Marhamat, TakeUp’s CEO. “The findings are encouraging—guests aren’t just looking for the cheapest option. They want distinct experiences, personalized service and transparency. Most importantly, they’re embracing technology when it improves their stay.”
About 45 percent are willing to pay more for distinct experiences, while 11 percent seek the lowest rate, the report said. Sixty-nine percent say price transparency is important and want to understand all costs upfront.
About 59 percent plan to travel more in 2025 than in 2024, with 78 percent favoring weekend getaways and 65 percent domestic travel, the report said. While 57 percent discover properties through online travel agencies, 66 percent prefer booking directly with independent properties.
The research found that 36 percent expect independent properties to use technology and automation, while 49 percent are open to it if it improves their stay. This presents an opportunity for property owners to differentiate through technology.
“The key takeaway for independent property owners is that guests want both personalized experiences and smart technology,” Marhamat said. “Properties that offer clear pricing and use technology to deliver efficient, tailored stays will succeed in 2025.”
The study found that 39 percent are deterred by few or no guest reviews, 38 percent by uncertainty about cleanliness or quality and 29 percent by inflexible cancellation terms. This underscores the need for strong online reputations and flexible policies.
In March, a Cloudbeds study found that independent hotel operators must adjust strategies to remain competitive in 2025 amid labor shortages, price-sensitive travelers and the growing presence of branded hotels.
