Pull up a chair in The Lobby; today we’re talking about who’s checking into hotels in 2025. Hint: it’s not just couples and business travelers.
Group travel surges
Industry forecasts predict that group travel will lead other travel sectors and become a significant revenue driver for hotels in 2025. Groups are no longer limited to conferences: entertainment, cultural events and sports tourism are booming. Hilton reports that its sports sales revenue tripled from 2019 to 2024, with 80 % stemming from youth or amateur sports. Planners also note that blended leisure (“bleisure”) trips and workations continue to rise as remote work enables travelers to extend stays. To capture these bookings, hotels need flexible event spaces, proactive sales strategies and partnerships with local performers and sports organizations.
Wellness goes high‑tech
The global wellness market is projected to reach $9 trillion by 2028, and hotels are embracing science‑driven wellness amenities. Experts predict that tomorrow’s spas will incorporate smart technology, robotics and data analytics to deliver deeper relaxation and recovery. Treatments range from massage robots to IV drip therapy and biomarker testing. Luxury brands like Four Seasons Maui partner with health optimization centers to provide regenerative services. Yet low‑tech comforts still matter; sleep tourism and simple nature experiences remain popular. The challenge for hoteliers is balancing cutting‑edge wellness with authenticity and accessibility.
The multigenerational wave
Family trips are getting bigger. According to Hilton’s 2025 trends report, 37 % of travelers often vacation with their parents and two in five invite extended family. Generation Alpha (kids 14 and under) now influences hotel choices. 56 % of families say kids’ clubs or youth programming determine where they stay. Multigenerational guests book multiple rooms for multiple nights and spend heavily on F&B and activities. Hotels that design thoughtful kids’ amenities and intergenerational experiences stand to gain; kid‑friendly hospitality could be a $175 billion opportunity. At the same time, cultural immersion matters: travelers increasingly seek authentic local experiences and dining that reflects the destination.
Questions to spark discussion
- How is your property adapting to serve sports teams, cultural groups and large families?
- What wellness offerings do you believe deliver the best return on investment: high‑tech treatments or simple, restorative experiences?
- How can hotels create culturally rich experiences that appeal to both adults and children?
Why it matters for your business
Understanding shifting guest demographics helps hotels allocate resources wisely. Group travel fills rooms and event spaces during off‑peak times, while wellness amenities and family programming drive incremental revenue. HMS’s holistic approach can help you evaluate which opportunities align with your brand, plan tailored marketing campaigns and design experiences that resonate across generations. By anticipating what tomorrow’s travelers want (connection, well‑being and authentic local culture), you’ll turn first‑time guests into lifelong advocates.
Take the next step
Ready to capture the growing segments of group, wellness and multigenerational travelers? Schedule a consultation with HMS to tailor your marketing strategy, and tell us how you’re adapting in the comments.
