Why More Travelers Are Staying In and Expecting Cultural Hotel Experiences
From Pit Stops to Cultural Hubs: The Shift in Traveler Expectations
Gone are the days when hotels were just a place to sleep and refresh before heading out to explore. Today’s travelers are seeking more than just a clean bed—they want immersive cultural experiences, sustainability, and a deeper connection to their destination.
According to SiteMinder’s Changing Traveller Report 2025, which surveyed over 12,000 travelers worldwide, the trend of “conscious travel” is reshaping the hospitality industry. More than ever, guests are choosing to spend more time at their accommodation, turning hotels into an integral part of their journey rather than just a place to stay.
Travelers Are Spending More Time in Their Hotels
With the rising cost of travel, many tourists are opting to make the most of their accommodation rather than constantly venturing out. According to the report, over 50% of travelers expect to spend either “most” or “considerable time” at their hotel in 2025, marking a 1.5% increase from last year.
This trend is particularly strong among Thai travelers, with 65% planning to stay in more during their trips. Interestingly, this shift is seen across solo travelers and groups alike, proving that the desire for immersive, in-house experiences is universal.
International travelers are leading the charge, with 29% intending to spend the majority of their time in their accommodation, compared to just 11% of domestic travelers. Surprisingly, it’s Gen Z (18–27) and Millennials (28–43) who are driving this trend, even more than older generations known for their preference for comfort and relaxation.
Luxury, Culture, and Wellness: What Travelers Want in 2025
So, how are these travelers planning to spend their time indoors?
1. Spa & Wellness Experiences 🧖♀️
After long-haul flights and days of exploration, spa treatments (37%) top the list of most-wanted in-hotel experiences. From deep tissue massages to rejuvenating facials, wellness is a non-negotiable for today’s conscious traveler.
2. Gourmet Dining & Wine Tastings 🍷
For 35% of travelers, a hotel stay isn’t complete without exceptional dining and curated wine experiences. Thai travelers, in particular, prioritize gourmet food and wine (61%), proving that culinary experiences are as important as sightseeing.
3. Live Music & Cultural Performances 🎶
Entertainment matters. Live music (35%), traditional storytelling, and dance performances are sought-after features that allow guests to engage with local culture without leaving the hotel.
4. Learning & Hands-On Cultural Experiences 🍽️
Travelers in 2025 don’t just want to see—they want to participate. The demand for cooking classes (22%), farming or gardening experiences (16%), language lessons (14%), and expert lectures (13%) highlights the increasing preference for meaningful, educational encounters.
5. Sleep & Well-Being Programs
With wellness tourism on the rise, 16% of travelers are actively searching for sleep improvement programs. From personalized pillow menus to guided meditation sessions, sleep quality is becoming a priority for hotel guests.
Budget-Conscious Yet Experience-Driven Travelers
While affordability remains a key factor in choosing accommodations, travelers are willing to splurge on unique and meaningful experiences.
• Younger travelers (Gen Z & Millennials) are more likely to spend extra on their next trip compared to previous years.
• Luxury boutique hotels are rising in popularity, especially among Chinese (35%), Singaporean (32%), and Thai travelers (23%).
• Eco-consciousness is a major factor—7 in 10 travelers are open to paying more for a sustainable stay. Among Thais, this figure jumps to 94%, second only to Indonesia.
“While budgets remain a consideration, conscious travelers are willing to invest in experiences that matter—whether that means sustainable stays, cultural integration, or high-quality guest services,” says Supakrit Phansomboon, SiteMinder’s Country Manager for Thailand.
What Really Matters? Getting the Basics Right with a Cultural Twist
Even as travelers seek cultural depth, the fundamentals of comfort remain non-negotiable. Pillows & bedding (56%), Scenic views (53%), Temperature control (35%), TV & audio entertainment (35%), Luxurious baths (30%) and High-pressure showers (29%)
However, the modern traveler prioritizes memorable experiences over unnecessary luxury. While towel origami may no longer impress, 37% of travelers say they would return to a hotel for its unique experiences—whether that’s its food, spa, or cultural offerings.
For Thai travelers, 51% say guest service and communication are the biggest factors influencing their decision to return.
The Future of Hospitality: A Blend of Comfort, Culture & Consciousness
“The traveler of 2025 expects hotels to get the basics right while delivering more. It’s not just about a good night’s sleep anymore—it’s about experiences, sustainability, and cultural immersion,” says Phansomboon.
Hotels and resorts looking to stay ahead in the industry must evolve beyond traditional hospitality. From spa retreats to cooking classes, the ability to blend local culture with comfort and sustainability will define the next era of travel.
As conscious travel continues to shape the industry, the question is: Is your hotel ready to meet the expectations of the modern traveler?
#SiteMinder