An overwhelming majority (95%) of travelers say personalized offers or recommendations based on their interests would make them more likely to book a stay at an independent hotel, according to TakeUp‘s “The Voice of the Boutique Travel Guest 2025” report.
The report is based on a survey of 350 travelers who regularly stay at independent properties and reveals key insights into guest expectations, booking behaviors and technology acceptance.
“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, CEO, TakeUp, an AI-powered revenue management platform purpose-built for independent hospitality properties. “The findings are encouraging for property owners—guests aren’t just looking for the cheapest option. They want unique experiences, personalized service, and transparency. Most importantly, they’re embracing technology when it enhances their stay.”
Other key findings included:
- 85% of travelers are positive about or open to independent properties using technology like smart check-in, curated recommendations and AI-driven pricing to enhance their stay.
- 87% accept that there will be dynamic pricing, with 39% saying they understand and expect rates to change based on demand.
- Nearly half (45%) are willing to pay more for unique or high-quality experiences, while only 11% look for the lowest possible rate.
- 69% say price transparency is very important, wanting to understand all costs upfront.
- 59% plan to travel more in 2025 than in 2024, with weekend getaways (78%) and domestic travel (65%) leading preferences.
- While 57% discover properties through online travel agencies, 66% prefer booking directly with independent properties.
The research also revealed that today’s independent property guests are not technology-averse. The survey found that 36% expect independent properties to use technology and automation, while 49% are open to it if it improves their experience. This represents a significant opportunity for property owners to differentiate themselves through smart technology adoption.
“The biggest takeaway for independent property owners is that guests want the best of both worlds: personalized, authentic experiences enhanced by smart technology,” notes Marhamat. “Properties that can deliver unique value while being transparent about pricing and leveraging technology to create seamless, personalized experiences will win in 2025.”
The study also identified what prevents bookings: limited or no guest reviews (39%), uncertainty about cleanliness or quality (38%) and inflexible cancellation terms (29%). This underscores the importance of building strong online reputations and maintaining flexible, guest-friendly policies.