Travel trends shift toward experiential and sustainable lodging

Modern travel patterns are shifting as travelers increasingly prioritize unique accommodations over traditional destinations. According to McKinsey & Company’s State of Travel survey, travelers are selecting lodging based on the experience it offers—such as staying in lighthouses, treehouses, or architecturally unique villas—rather than just the location. Key drivers for this trend include local activities (63%), gastronomy (62%), and cultural authenticity (58%), with social media platforms like Instagram and TikTok serving as primary sources of inspiration for 65% of travelers.

Parallel to this shift in consumer preference, the hotel industry is focusing on integrating sustainability into the guest experience. Coralía Pino of the Instituto Tecnológico Hotelero (ITH) suggests that hotels can act as sources of inspiration for sustainable habits without being restrictive. Rather than mere corporate communication, sustainability is becoming central to sector profitability, reputation, and resilience. This involves moving toward a regenerative model that encourages the use of local products and efficient resource management as part of the overall travel experience.