Peace and quiet top the list; guests crave calm, restful environments
Comfort and clean design matter more than high-end amenities
Personal, warm service stands out more than flashy features
Thoughtful amenities like unique breakfasts make a lasting impression
Cleanliness and intentional design are key to guest satisfaction
Location and price still influence booking decisions, but value wins
Rest and relaxation are the most desired travel experiences this year
Communicating value is more effective than offering discounts
Small, consistent touches and storytelling design can elevate the entire stay
If you’re running an independent hotel, inn, B&B, or glamping retreat, you already know your guests are not just looking for a place to sleep. They are looking for something unique and bespoke. But what exactly makes a stay memorable in 2025? What do today’s travelers expect, value, and remember?
We asked 350 frequent boutique travelers and received answers that go far beyond fluffy pillows and welcome snacks. This post explores Part 2 of our Voice of the Boutique Travel Guest 2025 report and offers real guest preferences and expectations. You can use this to refine your strategy across guest experience, marketing, and property improvements.
When asked what they value most during a stay at an independent property, two themes stood out:
These outranked even high-end amenities or seamless check-ins. This is not just about aesthetics. It is about how a space makes someone feel. Is your space calming or chaotic? Is it thoughtful or thrown together?
TakeUp Tip: You do not need a renovation budget to meet this need. Clear the clutter, upgrade your linens, and invest in soundproofing. Even small changes can make a meaningful impact on guest comfort and perception.
We asked travelers what made their most recent stay stand out. Their responses revealed what truly makes an experience memorable.
1. Personalized and Warm Service
Guests mentioned staff and owners who took the time to make them feel welcome and cared for. Personal attention and a friendly approach were often cited as more impactful than luxury features.
“The actual service that I received. It was exemplary and made it worth the money I spent on it.”
2. Thoughtful Amenities
From home-cooked breakfasts to curated welcome baskets, travelers remember small touches that feel intentional and generous.
“There were tons of amenities included. There was a gym, breakfast, wifi, and lots of activities within walking distance.”
3. Cleanliness and Style
Clean properties with intentional design left lasting impressions. Travelers appreciated when a space felt both spotless and visually unique.
“The cleanliness and the vibe of the establishment.”
“The design was vintage with modern amenities like the fridge, coffee pot, appliances.”
“The beautiful design stood out to me. It made me excited to stay.”
TakeUp Tip: Showcase your uniqueness through small, consistent design decisions. Incorporate local elements or highlight storytelling in your decor.
When choosing where to stay, guests said location (72%) and price (70%) are the top factors. However, nearly half of respondents (45%) are willing to pay more for unique or high-quality experiences.
That means travelers are not necessarily seeking the cheapest stay. They are looking for properties that feel worth the price.
TakeUp Tip: Focus on communicating your value. Instead of lowering rates, highlight what makes your stay memorable and worth the spend.
Rest and relaxation ranked as the most important type of travel experience for 73% of respondents. This priority outranked food, cultural exploration, and adventure.
Travelers are seeking a break. Your property can be their sanctuary.
TakeUp Tip: Market your property as a place to reset. Emphasize peace, quiet, and restful moments in your messaging and visuals.
If you manage or market an independent property, here is a quick summary of what guests want most in 2025:
Today’s travelers are seeking experiences that feel personal, restorative, and unique. They are open to spending more when the experience feels worth it. Independent properties are in the best position to deliver that kind of stay.
You do not need a massive budget or a trendy brand campaign. You need clear value, genuine care, and smart tools that help you understand and meet guest expectations.
If you deliver that, your property will not just stand out. It will stay top of mind.
For more insights on what boutique travelers want in 2025, download the full report here.
What is the #1 thing guests want in 2025?
Rest and relaxation. According to our survey, 73% of boutique travelers prioritize rest above all else—more than food, culture, or adventure. This makes it essential to position your property as a peaceful retreat.
Do I need to renovate to improve my guest experience?
Not at all. Most guests are looking for comfort, cleanliness, and thoughtful touches—not luxury upgrades. Clearing clutter, improving linens, and adding small design details can go a long way.
Are guests still price-sensitive?
Yes, but price is only part of the equation. Nearly half of guests say they’re willing to pay more for a stay that feels worth it. Focus on delivering clear, memorable value rather than racing to the bottom on rates.
What kind of service do boutique guests remember?
Personalized, warm service stands out the most. Friendly staff who make guests feel genuinely welcomed are often mentioned as the highlight of a stay—even more than amenities or location.
How important is location now?
Location remains a top priority (72%), but it’s not the only factor. Travelers weigh price, design, and overall experience together. A less-than-central location can still win bookings if the experience is special.
How can I showcase value without discounts?
Highlight your unique touches—local partnerships, peaceful ambiance, intentional design, or personalized service. Use your website and marketing to tell the story of why your property is worth the spend.
What small amenities make the biggest impact?
Guests mention things like welcome baskets, quality toiletries, homemade breakfasts, and curated recommendations. These thoughtful extras make them feel seen and cared for.
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What today’s travelers want, how they book, and what drives their decisions. Your must-read playbook for attracting guests in 2025.
