A new survey focused on boutique hotels has been released by Take Up revealing key insights into guest expectations, booking behaviors and technology acceptance.
The comprehensive survey, entitled "The Voice of the Boutique Travel Guest 2025," canvassed 350 travelers who regularly stay at independent properties. The new research highlights the evolving mindset of modern travelers who prioritize meaningful stays over transactional bookings, according to Take Up, a Westfield Center, Ohio-based AI-powered revenue management platform purpose-built for independent hospitality properties.
"While our previous research focused on property owners' challenges, this report flips the script to understand what guests actually want from independent properties," Bobby Marhamat CEO of TakeUp, said in a statement. "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."
Survey Findings
The research reveals that today's independent property guests are not averse to technology. The survey found that 36 percent of respondents expect independent properties to use technology and automation, while 49 percent are open to it if it improves their experience. This represents a significant opportunity for property owners to differentiate themselves through smart technology adoption, according to the company. In addition, 85 percent of guests surveyed are positive about or open to independent properties using technology like smart check-in, curated recommendations, and AI-driven pricing to enhance their stay.
The study also identified what prevents bookings, citing limited or no guest reviews (39 )percent, uncertainty about cleanliness or quality (38 percent) and inflexible cancellation terms (29 percent). The company also noted this underscores the importance of building strong online reputations and maintaining flexible, guest-friendly policies.
Other findings revealed that consumers prioritize value over price as nearly half, 45 percent, are willing to pay more for unique or high-quality experiences, while only 11 percent look for the lowest possible rate. In addition, ‘personalization is king’ as 95 percent of travelers say personalized offers or recommendations based on their interests would make them more likely to book a stay.