What the past, present, and future of the booking journey means for hoteliers
How do guests actually decide where to stay?
The answer has changed dramatically over the past 20–30 years. But interestingly, the fundamental behavior hasn’t changed as much as the technology around it.
In a recent RoomPriceGenie webinar, Matt Rose (Commercial Director at RoomPriceGenie) spoke with Matthias Dybing, Co-Founder of hospitality consultancy Nuvho, about how booking behaviour has evolved and what it means for hotels preparing for the next wave of change.
Let’s take a look at where the booking journey came from, where it is today, and what might come next.
The Past: When Booking A Hotel Meant Yellow Pages and Walk-Ins
Not that long ago, booking a hotel was a very different experience. Guests relied on:
- Travel agents
- Word of mouth
- Printed directories like the Yellow Pages
- Calling hotels directly
- Or simply walking in and asking for the rack rate
Hotels often had one fixed price for a room. Revenue management as we know it today didn’t exist yet. Reservations were often managed with paper charts or very basic systems. Even early property management systems were a big leap forward.
But the key point is this: The core behaviour hasn’t changed.
Guests have always compared options before booking. The difference is that technology has made the process dramatically easier.
The Present: Google, OTAs, and Price Transparency
Today’s booking journey is built around search, comparison, and convenience. According to Siteminder’s “Changing Traveller” report 2026, 26% of travellers start their research on OTA, followed by search engines (21%).
Guests typically move through a familiar path:
- Browse options on OTAs like Booking.com or Expedia
- Compare prices on metasearch sites like Google Hotel Ads or Trivago
- Check reviews and images
- Choose where to book
For many travelers, OTAs act like a shopping mall for hotels — offering convenience, comparison, and confidence in one place.
Data from channel managers shows the same pattern:
- #1 booking source: Booking.com
- #2 booking source: Expedia
- #3 booking source: the hotel’s website
Guests often move between these channels before making a final decision.
The Biggest Change: Transparency
What has really transformed the booking journey is information transparency. Today, guests can instantly see:
- Price comparisons
- Reviews from other travelers
- Photos and videos of the property
- Location details
- Amenities and features
This social proof heavily influences decisions. If a hotel’s photos or descriptions don’t match the guest experience, reviews will quickly reveal that.
New Behaviour Trends Shaping Hotel Bookings
Several newer trends are also changing how guests book.
1. Payment flexibility matters more than ever
Payment methods now influence booking decisions. Many travelers, particularly younger ones, use installment payment systems such as: Afterpay, Apple Pay or Google Pay
If a hotel website cannot support these payment options, guests may simply book through an OTA that can. Convenience wins.
2. Generational behaviour is very different
Different generations book travel in very different ways. For example:
- Older travelers often prefer travel agents or simpler bookings
- Younger travelers discover destinations through social media
- Many travelers research on mobile but complete the booking on desktop
In fact, search activity is higher on mobile devices, but many bookings still happen on desktop because guests feel more secure completing transactions there.
3. Loyalty is shifting
Hotel loyalty programs still matter for large chains. But for many travelers — especially younger ones — experience matters more than brand loyalty.
Many travelers actively seek new destinations and new hotels rather than returning to the same place repeatedly. This creates a big opportunity for independent hotels that deliver great experiences and strong value.
The Future: How AI Could Change Hotel Search
Artificial Intelligence is already starting to influence travel planning. Many travelers are now using AI tools to:
- Build travel itineraries
- Research destinations
- Compare hotels
- Plan complex trips
For example, someone might ask an AI assistant: “Find me a hotel in Sydney with a great gym and a harbor view.”
Instead of scrolling through hundreds of results, the system can return a small number of highly relevant options. This is where booking behaviour is evolving next.
Smarter Search Means Fewer Results
AI-powered search will likely become more personalized and more filtered. Instead of browsing dozens of hotels, travelers may see only a few that closely match their preferences.
For hotels, visibility depends on having the right information structured correctly. If your hotel has a gym but that feature isn’t properly listed or tagged, your property might simply never appear in the results.
In an AI-driven search environment, AI-friendly structured content becomes critical.
Social Media May Become A Booking Channel
Another shift already underway: bookings originating from social platforms. Younger travelers increasingly discover destinations on: Instagram, TikTok and YouTube.
In some cases, booking capabilities are already being integrated directly into these platforms. Some OTAs are even starting to receive bookings directly from social media integrations.
This could eventually create a seamless journey from inspiration to booking without ever leaving the platform.
The Real Opportunity For Hoteliers
The booking journey will keep evolving, but some things remain constant. Travelers still want:
- Good value
- A great experience
- Confidence in their choice
- A simple booking process
Hotels that focus on those fundamentals, supported by the right technology, will continue to succeed.
What Hoteliers Should Focus On Today
There are three practical steps hotels can take now.
1. Improve your structured content
Make sure your property details are complete and accurate across all platforms:
- Amenities
- Photos
- Room features
- Tags and categories
- Descriptions
AI systems rely heavily on structured data.
The more complete your information is, the easier it is to be discovered.
2. Invest in the right technology
Your tech stack matters. Hotels should prioritize systems that:
- Integrate easily with other platforms
- Offer open APIs
- Continue evolving with the industry
Technology that hasn’t evolved in five years will struggle to keep up with how fast the industry is changing.
3. Think beyond just distribution
Marketing visibility is becoming just as important as distribution. Search engines, OTAs, social platforms, and AI assistants all rely on content and connectivity.
Hotels that invest in both technology and digital visibility will be better positioned for what comes next.
The Booking Journey Will Keep Evolving
From Yellow Pages to Google to AI, the tools used to book hotels have changed dramatically. But the traveler’s goal remains the same: Find the best place to stay with the least amount of effort.
Hotels that make themselves easy to find, easy to understand, and easy to book will always have the advantage.
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