Quels sont les nouveaux profils de voyageurs en 2025 ?

Quels sont les nouveaux profils de voyageurs en 2025 ?

2 July 2025

They book a suite between meetings, put their suitcase in an eco-certified hotel and don't even turn on the TV any more. These travellers have nothing in common with those of yesterday. Welcome to the fast-moving and demanding world of travellers 2025. At the height of the summer season, as establishments vie with each other to offer tailor-made experiences, one question stands out: who really are these new travellers we are welcoming this summer ? And above all, what do they expect from a stay in a palace, a boutique hotel or a confidential resort ?

The 4 key profiles of travellers :

1. The ultra-spontaneous traveller

He books at the last minute, from his mobile, between two stopovers. They want everything to be smooth and frictionless. They expect a 5-star hotel to offer digital check-in, midnight room service and a concierge service that can be reached at the click of a button.

According to a study by Booking.com, 44% of travellers worldwide book their holiday less than 7 days before departure.

What to expect: a mobile-friendly customer journey, late or express arrival options, and flexibility without surcharges.

2. Emotionally demanding

They don't just come to sleep: they come to feel. They choose their hotel in the same way as they choose a stage setting, with the desire to be surprised, touched and enveloped. They value the details: the light, the smell of the spa, the local vegetarian breakfast menu.

What they're looking for : storytelling in the experience, close attention and memorable moments. He wants to "experience something".

3. The ethical and curious traveller

Committed, but often discreet, he selects places on the basis of their ecological, human and artisanal values. He prefers a hotel that supports a local foundation to an impersonal palace. For him, luxury is not ostentatious, it is aligned.

What he appreciates : transparency, local sourcing, authenticity, artistic collaborations and solidarity.

4. The "connected premium" traveller

He teleworks from the suite, sends emails from the rooftop, and takes part in a Zoom meeting between two dives. He expects everything to work perfectly: high-speed Wi-Fi, semi-private spaces, discreet but efficient service.

For him, the luxury hotel is a frictionless office... but with champagne !

Conclusion :

They're not just looking for a comfortable bed or a nice breakfast. They're looking for a story to tell, a brand to believe in, attention that seems thought out just for them. True luxury today is no longer about pomp and circumstance. It's about understanding others. And when it comes to understanding others, top-of-the-range hotels have a much more strategic role to play than they might appear.