Independent hotels and inns have always succeeded by offering something chain hotels can’t: memorable, personal guest experiences. But in 2025, guest expectations are shifting and the latest data shows where property owners should focus next.
In our new Voice of the Boutique Travel Guest 2025 report, we surveyed 350 boutique travelers who frequent independent hotels, inns, B&Bs, and glamping retreats. What they told us offers a roadmap for any property owner looking to attract and keep modern travelers.
Here are some of the biggest takeaways:
When asked what matters most during a stay, travelers weren’t looking for flash, they were looking for peace.
66% of guests say they value quiet and comfort the most, right alongside clean, well-designed spaces. Guests aren’t just booking a bed for the night, they’re booking a restful experience.
💡 Takeaway: Small design choices, thoughtful amenities, and peaceful spaces make a big difference. Whether it’s blackout curtains, soundproofing, or a welcoming aesthetic, these details help guests relax and that keeps them coming back .
Here’s the good news for property owners: 45% of travelers say they’re willing to pay more for unique or high-quality stays.
But here’s the challenge: how do you know exactly how much more they’ll pay without losing bookings?
That’s where smart pricing comes in. With AI hotel pricing software, independent properties can adjust rates dynamically based on guest demand, market trends, and booking patterns. That way, you’re maximizing revenue without pricing guests out of your experience.
💡 Takeaway: Your guest experience is worth something. Make sure your rates reflect it, and use tools like AI hotel revenue management to find the right balance.
Today’s guests expect properties to know them better. 95% of travelers say personalization would make them more likely to book; whether it’s thoughtful recommendations, curated offers, or simple touches that make their stay feel unique.
And they’re open to technology making that happen. In fact, 85% are positive about or open to hotels using tech like smart check-in, dynamic pricing, or personalized offers to enhance their stay.
💡 Takeaway: Personalization doesn’t have to mean remembering their dog’s name (although that doesn’t hurt). It can be as simple as offering a quiet room for the weary traveler, or promoting a local wine tasting to guests who love food & drink.
Weekend getaways and domestic travel are the top trip types this year, and most travelers are booking about a month in advance. That means property owners need to capture attention quickly and make the booking process as easy and transparent as possible.
💡 Takeaway: Focus your marketing on the quick escapes: romantic weekends, wellness retreats, or last-minute family getaways. And make sure your booking process (and your pricing) is clear and easy to understand.
If you run an independent property, these insights are your playbook for staying competitive in a crowded market. And while creating standout experiences is your specialty, tools like TakeUp’s AI hotel pricing software help ensure your rates match the value you deliver every single night.
Our platform helps independent hotels:
✔️ Price confidently based on demand and guest behavior.
✔️ Capture more revenue without overpricing your best rooms.
✔️ Save time by automating rate adjustments—so you can focus on your guests.
✔️ Align your pricing with what travelers are actually willing to pay.
Want to dive deeper? Download the full Voice of the Boutique Travel Guest 2025 report for more actionable insights on what travelers value most, how they book, and what influences their decisions.
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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.
