Boutique Property Guests Want Personalization Over Price, New survey Finds

As the travel industry continues to rebound and reshape itself in 2025, one thing is becoming increasingly clear: guests at independent and boutique properties are no longer prioritizing price above all else. Instead, they’re seeking authenticity, connection, and seamless experiences, often made possible through thoughtful technology adoption.

That’s the central takeaway from “The Voice of the Boutique Travel Guest 2025,” a new report released by TakeUp, an AI-powered revenue management platform specifically designed for independent hospitality properties. The survey, which compiled responses from 350 frequent boutique hotel guests, paints a vivid picture of a travel audience that is evolving beyond transactional bookings to embrace more meaningful, personalized stays.

𝐀 𝐒𝐡𝐢𝐟𝐭 𝐢𝐧 𝐆𝐮𝐞𝐬𝐭 𝐄𝐱𝐩𝐞𝐜𝐭𝐚𝐭𝐢𝐨𝐧𝐬

“The findings are encouraging for property owners, guests aren’t just looking for the cheapest option,” said Bobby Marhamat, CEO of TakeUp. “They want unique experiences, personalized service, and transparency. Most importantly, they’re embracing technology when it enhances their stay.”

Indeed, the research confirms a growing desire among travelers for a more curated hospitality experience. A staggering 95% of those surveyed said they would be more likely to book if a property offered personalized recommendations based on their interests. This could range from custom welcome messages and room settings to curated itineraries based on past stays or local preferences.

𝐓𝐞𝐜𝐡𝐧𝐨𝐥𝐨𝐠𝐲 𝐖𝐢𝐭𝐡𝐨𝐮𝐭 𝐋𝐨𝐬𝐢𝐧𝐠 𝐭𝐡𝐞 𝐇𝐮𝐦𝐚𝐧 𝐓𝐨𝐮𝐜𝐡

Despite common assumptions that boutique hotel guests may shy away from automation or high-tech amenities, the data tells a different story. A full 85% of respondents said they were either positive about or open to the idea of independent properties integrating technology to enhance their stay, whether through smart check-in systems, AI-driven pricing, or digital concierge services.

Even more notably, 36% said they expect independent properties to use technology and automation, while another 49% are open to it, so long as it improves the guest experience. This presents a clear mandate: technology should not replace hospitality, but it can and should elevate it.

𝐆𝐮𝐞𝐬𝐭𝐬 𝐀𝐫𝐞 𝐂𝐨𝐦𝐟𝐨𝐫𝐭𝐚𝐛𝐥𝐞 𝐖𝐢𝐭𝐡 𝐃𝐲𝐧𝐚𝐦𝐢𝐜 𝐏𝐫𝐢𝐜𝐢𝐧𝐠, 𝐈𝐟 𝐈𝐭’𝐬 𝐓𝐫𝐚𝐧𝐬𝐩𝐚𝐫𝐞𝐧𝐭

Another notable insight is the increasing acceptance of dynamic pricing. While this practice, where room rates fluctuate based on demand, season, or other variables, has traditionally been associated with large hotel chains and airlines, boutique travelers appear to be on board. 87% of respondents said they understood and accepted dynamic pricing, and 39% explicitly stated that they expect it.

However, this acceptance comes with a condition: transparency. Nearly seven in ten guests (69%) said it was very important to clearly understand the breakdown of all costs upfront. Hidden fees or unclear pricing structures could deter otherwise eager travelers.

𝐐𝐮𝐚𝐥𝐢𝐭𝐲 𝐎𝐯𝐞𝐫 𝐂𝐨𝐬𝐭: 𝐀 𝐍𝐞𝐰 𝐋𝐮𝐱𝐮𝐫𝐲 𝐌𝐢𝐧𝐝𝐬𝐞𝐭

Perhaps the most telling finding from the report is that nearly half of respondents (45%) said they were willing to pay more for high-quality or unique experiences. Only 11% said that finding the lowest possible price was their top priority. This is a notable shift in consumer behavior, especially in an economic climate where inflation and travel costs remain top of mind.

Guests today are looking for properties that reflect their values, from eco-conscious design to hyper-local recommendations and authentic interactions with staff. They want to feel immersed, not just accommodated.

𝐓𝐫𝐚𝐯𝐞𝐥 𝐈𝐬 𝐎𝐧 𝐭𝐡𝐞 𝐑𝐢𝐬𝐞, 𝐚𝐧𝐝 𝐒𝐨 𝐈𝐬 𝐃𝐢𝐫𝐞𝐜𝐭 𝐁𝐨𝐨𝐤𝐢𝐧𝐠

According to the report, 59% of travelers plan to travel more in 2025 than they did in 2024, with weekend getaways (78%) and domestic travel (65%) topping the list of travel types. This presents an opportunity for independent properties to attract short-term travelers looking for quick, high-value escapes.

Interestingly, while 57% of respondents say they often discover properties through online travel agencies (OTAs), 66% prefer to book directly with the property. This reinforces the importance for boutique hotels to invest in their direct booking channels, both for better margins and closer customer relationships.

𝐁𝐨𝐨𝐤𝐢𝐧𝐠 𝐁𝐚𝐫𝐫𝐢𝐞𝐫𝐬: 𝐖𝐡𝐚𝐭 𝐊𝐞𝐞𝐩𝐬 𝐆𝐮𝐞𝐬𝐭𝐬 𝐀𝐰𝐚𝐲

The study didn’t just highlight opportunities; it also spotlighted areas of concern. Among the top reasons travelers choose not to book a stay at an independent property:

• Lack of guest reviews (39%)

• Uncertainty about cleanliness or quality (38%)

• Inflexible cancellation policies (29%)

These figures make it clear that reputation management and guest-friendly policies remain critical to securing bookings. In a world where a single bad review can shape perceptions, independent properties must be proactive about maintaining high standards, and equally transparent about them.

𝐓𝐡𝐞 𝐑𝐨𝐚𝐝 𝐀𝐡𝐞𝐚𝐝 𝐟𝐨𝐫 𝐈𝐧𝐝𝐞𝐩𝐞𝐧𝐝𝐞𝐧𝐭 𝐏𝐫𝐨𝐩𝐞𝐫𝐭𝐢𝐞𝐬

TakeUp’s report provides an essential roadmap for boutique property owners and operators navigating the demands of the modern traveler. The overarching message is both optimistic and challenging: boutique guests want experiences, not just rooms. They want to be known, not just served. And they want tech-savvy convenience, not soulless automation.

As Marhamat concludes, “The biggest takeaway for independent property owners is that guests want the best of both worlds: personalized, authentic experiences enhanced by smart technology. Properties that can deliver unique value while being transparent about pricing and leveraging technology to create seamless, personalized experiences will win in 2025.”

With travel on the rise and guest expectations becoming more sophisticated, independent properties that embrace this balance, human connection powered by intelligent tools, may find themselves not just surviving, but thriving in the new travel era.

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