Online travel agencies (OTAs) are now the primary starting point for hotel discovery, surpassing search engines for the first time, according to SiteMinder’s Changing Traveler Report 2026, published today. 26% of travelers say they start their accommodation search with an OTA, up from 18% last year, while the use of search engines as a first step has fallen dramatically to 21% from 36%.
At the same time, word-of-mouth information has seen a significant increase, doubling to 14% from 7%, as has the choice of a well-known hotel brand, which is now used as a starting point by 7% of travelers (up from 3% in 2025). The use of AI as a first point of discovery remains low but is growing rapidly, reaching 4% from just 1% a year ago, with higher engagement among Gen Z and Millennials.
“The hotel journey is more dynamic than ever,” notes Trent Innes, Chief Growth Officer at SiteMinder. Travelers now move effortlessly between different channels, often using multiple at the same time, in a completely non-linear process that reflects the way travel is now planned.
AI is changing the journey — not just the first step
While AI remains an emerging channel for initial hotel discovery, its impact on the entire booking journey is growing rapidly. 80% of travelers say they want AI-powered features, with price tracking and alerts (44%) being the top priority.
Key findings
The report, the world’s largest consumer accommodation survey, is based on 12,000 travellers from 14 markets including Australia, China, the US, the UK, Spain and Thailand. Among others:
- Top destinations for 2026 are Japan (17%), the US (10%) and France (10%). South Korea rises dramatically to fourth place (9%).
- 18% of those who start their search on an OTA end up booking directly with the hotel – up 3.3 percentage points year-on-year.
- Event travel demand is accelerating: 63% say they will travel for special events in 2026. Leading the way are Gen Z (81%) and Millennials (74%) for concerts and festivals.
- Shift towards higher quality accommodation: 58% intend to choose superior or luxury rooms (+4 points), showing a trend towards more “elevated” experiences.
- Acceptance of dynamic pricing: 42% declare their willingness to pay a higher price in popular destinations if it contributes to reducing overtourism.
Different markets, different behaviors
SiteMinder also records the differentiations by market:
- Chinese travelers more often choose deluxe rooms and give priority to well-known hotel chains.
- The Spanish place customer service as a top criterion.
- Indonesians appear to be the most likely to book through OTAs.
- Americans lead both direct bookings and domestic travel, returning loyally to accommodations where they perceive clear value.
As Innes points out, “there is no single recipe for driving demand.” Travelers are shaping their choices in increasingly diverse ways—from how they discover hotels to the experiences they ultimately choose. “The hotels that can anticipate and respond to these differences will be the ones that will best capitalize on the opportunities of 2026.”
