From Dream to Departure: What Drives Travelers to Book | By Mirja Sickel

When you dream about your next big adventure, what transforms that daydream into action? What takes you from “That would be amazing, someday” to “Let’s book it now”? Maybe it’s a stunning photo on social media that sparks your imagination, a captivating blog post, or an inspiring conversation with a friend or family member. Whatever the trigger, something shifts – and suddenly, the idea of travel starts becoming a plan.

According to Amadeus’ Travel Dreams report, the travel journey can be broken down into four distinct phases: inspiration, booking, experiencing, and post-trip reflections, or takeaways. The inspiration phase is about determining where to go, what to do and see, and what sources to trust for ideas and motivation. But when a traveler moves from this daydreaming phase into an actual plan to travel, this is where ideas become commitments, and the adventure truly begins.

From vision to vacation

For a traveler, the motivation to hit the “book now” button is the result of a thoughtful process – one that weighs a variety of factors. Price and value for money top the list, with nearly half of travelers surveyed (49%) identifying this as the most important feature when choosing a hotel. Location is also key, cited by 50% of survey respondents, with British travelers (55%) placing even greater emphasis on it. Reviews and ratings influence 30% of travelers, while a quarter of those surveyed find hotel amenities and the hotel brand to be important in their decision making. For hotels and travel providers, understanding these factors is essential to presenting the right offer at the right time.

Business travelers bring their own set of priorities, favoring access to a business center (20%), flexible room rental options such as early check-in or short-stay bookings (19%), and loyalty programs (13%). Once travelers narrow down their options, specific hotel features can become deciding factors.

Enticing extras

Not surprisingly, 98% of travelers consider hotel amenities important in their decision-making, according to the Travel Dreams report. This presents a clear opportunity for hotels to showcase the features that matter most to their guests, and to tailor messaging accordingly. One of the most valued amenities is an included breakfast; 48% of travelers cite it as a key motivator. That percentage rises to 51% among leisure travelers, with boomers and those over 70 especially appreciating the convenience and value of a complimentary morning meal. Other hotel amenities that influence booking decisions include the availability of wi-fi (48%), airport shuttle service (29%), room upgrades (27%) and a swimming pool (26%).

Smart upsells: Unlocking additional revenue

Beyond the basics, some travelers are willing to pay more for added comfort or convenience – on average, 12% more than the Average Daily Rate (ADR) for specific amenities. Whether it’s a preferred floor, a scenic view or a special service, these extras present real revenue opportunities for hotels. By using data and personalization, hotels and travel providers can identify which amenities are most attractive to different traveler segments and offer them as options in a way that add value. In fact, this willingness to pay more can add up – potentially generating an additional $5,383 per room, per year in revenue.

These and other hotel features offer upsell opportunities that can significantly boost profitability – if the hotel is savvy about what its best features are, and how to present them effectively.

Choosing the right channel: How travelers book

Another consideration in the booking journey is where travelers choose to make their reservations. According to the data, 41% of both leisure and business travelers show a preference for booking through an online travel agency (OTA). Another 21% opt to book directly through a hotel’s website, and 17% - for the most part, senior travelers – still favor using a retail travel agent.

The choice of booking channel isn’t always straightforward. It’s often influenced by several factors, with ease of booking being the top priority for 47% of travelers. Other key drivers include:

• Best available price (42%)
• Ability to book a complete package (34%)
• Convenient tracking of all bookings in one place (33%)
• Range of content and options (20%)

Hotels and travel providers that make their content accessible across multiple platforms – and ensure the booking process is quick and easy – are more likely to capture bookings from today’s diverse and convenience-driven travelers

Sharing personal information in exchange for lower prices

Personalization is another powerful motivator for the traveler, especially when it comes with a discount. According to the survey, 52% of travelers are willing to share personal data in exchange for more tailored deals, while 40% would do so for a lower price. This opens the door for hotels and travel providers to deliver offers that feel genuinely relevant.

For the business traveler, this option is even more appealing, with 66% willing to share personal info in exchange for a more personalized offer and 41% for a better price. Interest in tailored offers in exchange for personal data is also higher among younger travelers, and particularly strong among Chinese (73%) and Indian guests (65%) compared to other groups surveyed.

Where does sustainability fit into the equation?

Sustainability is a priority for many travelers, playing a role for 9% of all guests – and even more so for business travelers, at 13%. Chinese (15%) and Indian travelers (11%) were found to be the most environmentally conscious.

Additionally, nearly one in three travelers (27%) expressed interest in tools that could help them understand and reduce the environmental impact of their stay. This interest is even stronger among business travelers (36%) and younger generations, with Gen Z (30%) and Millennials (32%) showing the greatest openness to adopting eco-friendly travel solutions.

Hotels that invest in sustainable practices and communicate them clearly can appeal to this growing segment of sustainability-conscious travelers.

As travelers move from dreaming to booking, their decisions are shaped by a mix of inspiration, practical needs, and personal values. From the first spark of an idea to the final click on a booking platform, every step reflects what matters most to them, whether it’s value, convenience, personalization or sustainability.

And when hotels and travel providers truly understand these motivations, this is when they are able to create experiences that are inspiring and tailored to the traveler’s journey.