TakeUp, an AI-driven revenue management platform for independent hospitality properties, has released a new report offering insights into the expectations and booking habits of today’s boutique travel guests.
The “Voice of the Boutique Travel Guest 2025” survey, conducted with 350 frequent travelers to independent accommodations, outlines trends in personalization, technology acceptance, and guest priorities.
The report shifts the focus from property owner challenges to guest preferences, revealing a growing demand for meaningful, personalized stays over low-cost, transactional bookings.
According to a press release, TakeUp’s CEO Bobby Marhamat emphasized that independent properties are well positioned to meet these expectations due to their unique experiences and flexibility.
“While our previous research focused on property owners’ challenges, this report flips the script to understand what guests actually want from independent properties,” Marhamat said.
“The findings are encouraging for property owners—guests aren’t just looking for the cheapest option. They want unique experiences, personalized service, and transparency. Most importantly, they’re embracing technology when it enhances their stay,” Marhamat added.
The data shows 95% of travelers are more likely to book when offers are tailored to their preferences, while 85% are open to technology that enhances the guest experience, such as smart check-in or AI-driven pricing. Guests are not only receptive to these tools—they increasingly expect them.
When it comes to pricing models, 87% of respondents accept dynamic pricing, with nearly 40% expecting rates to adjust based on demand.
Still, nearly half of travelers (45%) said they are willing to pay more for unique or high-quality experiences, suggesting that price alone is not the deciding factor.
Transparency remains a key concern, with 69% of respondents stating that understanding total costs upfront is “very important” in their decision-making.
The report also notes that most guests prefer direct booking channels, despite initially discovering properties through online travel agencies.
The survey found that 59% of travelers plan to travel more in 2025 than in 2024, with weekend getaways and domestic travel being the most popular trip types.
Guests are not resistant to technology in hospitality. The report shows that 36% now expect independent properties to use tech-based tools and automation, and 49% are open to it if it improves their experience.
Marhamat underscored that blending human-centric service with intelligent automation is essential for success in today’s market.
“The biggest takeaway for independent property owners is that guests want the best of both worlds, personalized, authentic experiences enhanced by smart technology,” he said.
The full “Voice of the Boutique Travel Guest 2025” report is available at http://takeup.ai/research-report.