.
The report – based on a survey of 12,000 travelers across 14 countries – also highlights a rise in direct bookings among American travelers. Forty percent now book directly via hotel websites, phone or email, up from 36% last year and significantly above the global average of 28%. Flexibility with changes (66%), direct communication (61%) and better pricing or packages (57%) remain the strongest motivators.
Loyalty programs and complimentary extras also play a growing role in influencing return stays. Forty-two percent of Americans cite freebies as a key reason to return to a property (versus 32% globally), while 28% say loyalty programs influence their decision (compared with 22% worldwide).
Domestic travel interest continues to strengthen, with 52% of US travelers planning to stay within the country in 2026, up from 49% last year. Internationally, the US remains one of the world’s most sought-after destinations: just over 10% of respondents globally listed the country as a “dream destination,” behind only Japan (17%) and tied closely with France (10%).
“The greater willingness of American travelers to book domestic trips, and their strong preference for direct bookings and loyalty initiatives, presents an opening for hotels, as does the continued international interest in visiting the US next year,” said Brian Reising, Regional Vice President of US and Latin America at SiteMinder. “Hotels that can meet travelers’ rising expectations of flexibility, service and value are best positioned to take advantage of guests’ growing inclination towards direct bookings and desire to forge a relationship with a brand they trust.”
US trends mirror global behavioral shifts
Globally, travelers are changing how they begin their accommodation search. Twenty-six percent now start with an online travel agency (OTA), up from 18% last year, while those using search engines have dropped to 21% from 36%. Friends and family recommendations have doubled to 14%.
American travelers show similar shifts:
- 19% now begin with search engines (down from 36% in 2024)
- 18% start with OTAs (up from 15%)
- 17% consult friends and family first (up from 9%)
Notably, 24% of US travelers who begin their search on an OTA ultimately book directly with the property—highlighting the continued influence of brand familiarity and direct value propositions.
AI is emerging as a discovery tool, with its use increasing from 1% to 4% globally and in the US, rising to 7% among Gen Z and Millennial travelers. Demand for AI-driven booking capabilities is strong, with 71% of US travelers wanting tools such as price monitoring and alerts. Support for dynamic pricing stands at 59%, reflecting wider acceptance of technology-driven revenue strategies.
“Across every stage of the guest journey, we’re seeing American travelers diversify how they engage with information, from online travel agencies and familiar hotel brands to AI and search engines,” Reising noted. “This non-linear path to purchase makes it more vital than ever for hotels to build a stronger digital presence and ensure consistency across all touchpoints.”
Higher travel intentions and rising demand for quality
Global travel appetite continues to grow, with 49% of travelers reporting an increased desire to travel in the next 12 months. Event-driven travel also remains strong: 63% expect to travel for special events, led by Gen Z (81%) and Millennials (74%), with concerts and festivals driving demand.
Quality expectations are rising, with 58% planning to choose superior or luxury rooms—an increase of four percentage points year-on-year.
US travelers stand out in several areas:
- 58% prioritize detailed location information when booking
- 66% prefer credit or debit cards as their payment method
- 44% consider room quietness a key feature
“While traveler behaviors are varying more and more between markets, the broad trends remain encouraging for the industry,” Reising concluded. “For US hotels, the opportunity lies in identifying guest preferences early and crafting loyalty-driving experiences from the very first digital interaction.”
Tags: Brian Reising, SiteMinder