Travel technology is in a permanent state of evolution. To remain ahead of this curve, it’s vital to understand the preferences of those who drive this change – travelers themselves.
With Travel Dreams, Amadeus has undertaken a project to do just this. Working alongside Opinium Research, 6,000 travelers in six markets – USA, China, Germany, UK, France and India – were asked questions to understand the end-to-end travel experience.
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AmadeusThe Amadeus Travel Dreams Report 2025 presents key insights into evolving traveler expectations, highlighting the growing role of technology, personalization, and sustainability in the travel experience. Based on a survey of 6,000 travelers across the USA, China, Germany, UK, France, and India, the report identifies shifting trends in how people plan, book, experience, and reflect on travel.
Key Takeaways from the Report
1. Travelers Prioritize Experience Over Cost Alone
- 61% of travelers cited value for money as the top factor influencing their hotel choice.
- Other important considerations include cleanliness (57%) and customer service (52%).
- Leisure travelers (65%) are particularly focused on getting good deals.
2. The Growing Influence of Technology
- 71% of business travelers prefer self-service or online check-in over traditional front desk interactions.
- Smart room controls (33%), AI-powered virtual assistants (28%), and seamless travel logistics (37%) are among the top technology-driven desires.
- 50% of travelers want AI to recommend the best places to eat, and 54% of business travelers are open to AI making bookings for them.
3. Travelers Are Willing to Pay for Personalization
- Guests are open to paying 12% more for customized experiences, which could increase revenue by approximately $5,383 per room annually.
- 14% of business travelers are willing to pay up to 20% more for business services.
- Desired paid add-ons include premium views, specific floors, in-room entertainment (e.g., Xbox), and wellness services.
4. Social Media and Influencers Shape Travel Decisions
- 33% of travelers now use social media ads and posts to plan trips, compared to 23% five years ago.
- 45% of Gen Z travelers rely on social media, and 42% follow travel influencers for inspiration.
- 70% of travelers express interest in virtual tours before booking, rising to 86% in India and 85% in China.
5. Safety and Sustainability Are Key Considerations
- 58% of travelers now prioritize safety, up from 51% five years ago.
- Sustainability is growing in importance, with 25% of travelers preferring car rental services with electric or hybrid options (up from 18%).
- 36% of business travelers want eco-friendly hotel options compared to 27% of leisure travelers.
6. The Role of Insurance in Travel Planning
- 30% of travelers always purchase travel insurance, rising to 59% among British travelers.
- Uninsured travelers reported an average loss of $1,210 due to unexpected events.
- 52% of travelers seek 24/7 travel assistance, while 43% want fully automated reimbursement for cancellations.
The Amadeus Travel Dreams Report 2025 highlights a fundamental shift in travel preferences, emphasizing personalization, technology, sustainability, and convenience. As travelers seek seamless, customized experiences, businesses must adapt by enhancing digital services, offering eco-conscious choices, and leveraging AI-driven solutions to remain competitive in the evolving travel landscape.
Source: Amadeus
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