The way people choose accommodation is changing. In 2025, more travellers are looking to stay in and truly experience local culture, all while keeping sustainability in mind. According to SiteMinder’s Changing Traveller Report 2025, over half of global travellers plan to spend significant time at their hotels, valuing cultural experiences and amenities just as much as comfort.

Culture at the heart of travel

A survey of over 12,000 travellers worldwide reveals a shift towards ‘conscious travel’ – where staying at a hotel is about more than just having a bed for the night. "Comfort still matters, but travellers now appreciate hotels that connect with local culture rather than being separate from it," says Supakrit Phansomboon, SiteMinder’s country manager for Thailand.

The report highlights that:

• 65% of Thai travellers and 29% of international travellers expect to spend most of their time at their accommodation.

• Gen Z and Millennials are driving this trend, with younger travellers seeking more engaging stays.

• Only 11% of domestic Thai travellers feel the same way.

Younger travellers also have high expectations when it comes to amenities. The most popular requests include:

• Spa services (37%)

• Gourmet dining and wine tasting (35%)

• Live music performances (35%)

• Cultural cooking classes (22%)

• Yoga and meditation sessions (18%)

• Traditional dance and storytelling experiences (16%)

There’s also growing interest in hands-on activities like language lessons, farming, and even sleep improvement programmes (16%), showing a focus on wellness and immersive experiences.

More than just a room

Despite rising costs, many travellers are willing to pay more for meaningful experiences. The report found:

• 70% of global travellers are open to paying extra for eco-friendly stays.

• 94% of Thai travellers specifically prefer sustainable options.

Accommodation preferences also vary by region:

• Australians lean towards outdoor experiences like holiday parks and camping.

• Chinese (35%) and Singaporean (32%) travellers favour boutique or luxury hotels.

While unique experiences matter, the basics still count. The top priorities for hotel stays include:

• Comfortable bedding (56%)

• Scenic views (53%)

• Good temperature control (35%)

Interestingly, small details like towel presentation are less important—80% of travellers are happy with simple arrangements.

At the end of the day, what makes a hotel stay truly special? Memorable moments. Whether through great food, drinks, or events, 37% of travellers say these elements shape their experience. For Thai travellers, in particular, quality service (51%) remains a top priority when choosing accommodation.