Quantitative data on how the image of 2025 will be shaped in terms of online bookings to date, i.e., those that come through the websites of accommodation and online travel agents, was presented at the 2nd Travel Tech Forum organized by the webhotelier | Primalres group by Yannis Fotis, Group General Manager of the group.
It is noteworthy that in all of the group's hospitality-client businesses in Greece, there is a 22% increase in room nights and a 23% increase in booking value, always compared to the same period in 2024.
From Google, Theano Iliadi-Liebeck, Senior Account Manager, focused on trends and traveler behavior for 2025 in terms of the media and platforms they use to make their bookings.
She mentioned, among other things, that the rising cost of living is affecting travel decisions; travellers are tightening their budgets and opting for shorter holidays. Price, brand reputation and reliability are key selection criteria, while Gen Z and Millennials are choosing travel experiences based on their interests (e.g., dining, music) and Baby Boomers, while traveling less frequently, have larger budgets.
Ms. Iliadi-Liebeck highlighted the role of travelers' preparation, with 70% spending more time researching before booking, seeking out trusted options, and photography that builds confidence. The presentation concluded with the importance of early presence on search platforms and the use of AI-driven campaigns to increase direct bookings.
EXPEDIA
Markos Giannisopoulos, Area Manager at Expedia Group, highlighted the trends for 2025 through the latest "Unpack25" research, with Set-Jetting driving travelers to destinations inspired by movies and series, while there is growing interest in less Gen Z prefers all-inclusive vacations for convenience and luxury, while JOMO (Joy of Missing Out) Travel is gaining traction with private accommodations for relaxation. Finally, searches for hotels with restaurants are skyrocketing, indicating the importance of complete accommodation experiences.
TRIVAGO
The increase in direct bookings through the Rate Connect tool was the focus of a presentation by Sian Williams, Head of Independent Hotels at Trivago, which enables hoteliers to promote their own rates directly through the platform, increasing direct bookings and traffic to their websites. He said that with over 60 million monthly visits and a presence in 190 countries, Trivago gives its partners access to a global audience, while the pay-per-stay model increases campaign performance by only charging for bookings made.
AIRBNB
Anastasios Nemedios, Market Manager at Airbnb, focused on the importance of quality in listings, with high ratings increasing revenue for hosts. He introduced the new Co-Host network, which allows hosts to work with co-hosts to improve the guest experience, while new features such as group chats and shared wishlists enhance interactivity with guests.
