A deep dive into the modern hotel guest’s journey from inspiration to post‑stay reviews, packed with statistics, trends and actionable strategies to boost direct bookings and operational efficiency in today’s competitive hospitality market.
The Hospitality Landscape in 2025
The hospitality industry has changed a lot. After the pandemic, global hospitality revenue reached $4.9 trillion in 2024, contributing $11.1 trillion (around 10% of global GDP). Travel demand is growing fast—1.1 billion travellers crossed borders between January and September 2024, an 11% increase over 2023. Experts say travel will grow 5.8% annually between 2022 and 2032, faster than the global economy.
At the same time, technology is now essential. Hotelogix’s report shows that modern systems help hoteliers reduce costs, improve operations and meet guests’ expectations. McKinsey also reports that hotels using AI for revenue management see 15% better revenue forecasts and 10% higher profits. Direct bookings through hotel websites are expected to surpass OTAs by 2030, providing $409 billion in bookings compared to OTAs' $333 billion. For hotels, the key to success is using the right technology to handle bookings and guest interactions.
Understanding the guest journey is a critical part of this. Here’s how each stage works and how hoteliers can improve their performance at every step.
1. The Awareness Stage – "I Need a Holiday"
Most people start their holiday journey by seeing a friend’s post or an influencer’s travel picture. 52% of people say that seeing a friend’s vacation photos on social media sparks their own desire to travel. Gen Z and younger travellers are particularly drawn to short videos and social media content. When people see photos or videos from others, they start imagining themselves in those places, which leads to bookings.
For hotels, this is an opportunity to get noticed and create interest. Here’s what hoteliers can do:
- Post visually appealing content: Share photos and short videos showing your hotel, local experiences, and special offers.
- Encourage user-generated content: Ask your guests to post about their stay and tag your hotel. When people see real experiences from others, they trust it more than traditional ads.
- Use influencers: Work with influencers who align with your hotel’s brand and target guests. Make sure their content looks authentic and not like a paid ad.
Inspiration Sources vs Impact
Tip for hoteliers: Create content around things that guests can share. Highlight local culture, wellness packages, and gastronomy experiences, making your hotel part of the story guests want to share.
2. The Research Stage – "I’m Definitely Going on Holiday"
Once travellers decide to go on holiday, they begin to compare options, look at reviews, check prices, and weigh the benefits. 77% of people read reviews before booking a hotel, and 53% won’t book a hotel without reading them. Reviews play a huge role in influencing decisions. Guests will also book earlier now—on average, 32 days before arrival, with fewer cancellations compared to previous years.
What matters in the research stage?
What hoteliers can do:
- Enhance your online reputation: Respond to all reviews, both positive and negative. Let your guests know you care. Systems like reputation management can automate the process and keep you informed in real time.
- Highlight your direct booking advantages: Offer flexible cancellation, free breakfast, or loyalty perks for direct bookers. Many guests are willing to pay more for these benefits.
- Offer personalized deals: AI can help recommend packages or upgrades based on the guest’s previous bookings, location, or preferences.
- Create loyalty programs: Encourage repeat business by offering guests incentives for booking directly through your website.
3. The Book & Stay Stage – "I’m on Vacation"
This is the most exciting stage for both the guest and the hotel. The guest has chosen their destination and booked their stay. Now it’s time for the hotel to shine. Today, guests expect seamless, hassle-free service. From check-in to check-out, the experience should be smooth and efficient.
Key technologies shaping guest experience:
- Contactless Hotel Technology: Self-check-in, mobile keys, and digital payment systems make the guest experience faster and safer.
- Automated Hotel Operations: From smart room assignments to automated maintenance tracking, automation can improve operational efficiency and reduce human error.
- IoT and Smart Rooms: Smart devices like thermostats and light controls enhance comfort and save on energy costs.
Guests today also expect technology that lets them control their room environment. However, it’s still the personal touch that makes all the difference.
Tips for hoteliers:
- Use a mobile-friendly PMS: With a mobile-first PMS, guests can easily check in, request room service, or book activities without waiting in line.
- Offer in-room tech: Smart rooms can be customized with voice assistants, automated room controls, and high-speed Wi-Fi, making the stay more comfortable and appealing to younger, tech-savvy guests.
- Use your app: Integrate your guest services app for direct communication, real-time requests, and upselling services.
4. The Post‑Stay Stage – "I Should Probably Tell People"
The journey doesn’t end when the guest checks out. In fact, the post-stay phase is crucial for maintaining guest loyalty. After their stay, guests are likely to share their experiences, and this feedback can either help or hurt future bookings.
Why it matters:
- Reviews shape future bookings: Guests who have a positive experience are likely to leave a review. Send an email within 48 hours asking for feedback.
- Personalized communication drives loyalty: 65% of travellers appreciate personalized communication and are willing to pay a premium for it.
- Offer loyalty incentives: Membership and loyalty programs can keep guests coming back. These programs help ensure repeat business.
Best practices for post-stay engagement:
- Send personalized follow-up messages thanking guests for their stay and asking for reviews. Offer incentives like discounts or loyalty points for future bookings.
- Use CRM tools to store guest preferences and deliver targeted, customized offers based on their past stays.
Product Focus – Why Hotelogix PMS Fits Every Stage
Hotelogix’s platform helps streamline your operations and build stronger relationships with guests, from their first interaction to post-stay engagement.
Conclusion: Positioning Your Hotel for 2025 and Beyond
The customer journey has evolved, and so have guest expectations. Social feeds and short videos ignite the dream phase, while peer reviews and flexible policies shape research decisions. On‑property, travellers demand seamless digital experiences alongside genuine hospitality. After the stay, personalised communication and loyalty incentives determine whether guests return—and bring others with them.
For hospitality professionals, adapting to these shifts is essential. By understanding and optimizing each stage of the customer journey, and by using integrated tools like Hotelogix PMS, channel manager and guest services app, you can capture more direct bookings, improve operational efficiency and deliver the exceptional experiences that keep guests coming back.
