A new force is reshaping travel as we know it: The Modern Traveler.
This isn't just another demographic–it's the group that will determine which properties thrive and which fade into irrelevance over the next decade.
The hotels, resorts, and unique stays that truly understand and cater to this emerging powerhouse will flourish.
Those stuck in their ways and slow to adapt? They'll struggle to maintain relevance in an increasingly competitive market.
I've witnessed this transformation firsthand. The modern traveler is exactly who inspired me to build Onera, our landscape resort brand, and later launch Oasi, our hospitality marketing and management firm.
After seeing the incredible power of this demographic, we're betting everything on the modern traveler. The results speak for themselves.
Who Is The Modern Traveler?
The modern traveler spans from 25 to 55 years old, with steady careers and the bank accounts to match.
They're high-income earners with significant spending power.
What truly sets them apart isn't age or income alone–it's their radically different approach to travel:
1. These are tech-savvy early adopters. They care about seamless experiences made possible through technology.
2. They discover and engage with properties primarily through social media rather than traditional OTAs.
3. They value meaningful experiences over material possessions or cookie-cutter accommodations.
4. Most importantly, they're quality-driven and willing to pay a premium for unique, authentic experiences.
As Boomers age out of their travel prime, this group is rapidly becoming the largest travel demographic.
They're wielding enormous influence and reshaping industry standards that have remained stagnant for decades.
What Modern Travelers Value (That Previous Generations Didn't)
The modern traveler's priorities represent a dramatic departure from conventional travel trends.
- Experience Over Relaxation:
While previous generations viewed travel primarily as an escape to do nothing, modern travelers seek active, immersive experiences.
Beach vacations where the highlight was simply not working? That's no longer enough.
Modern travelers aren’t just visiting destinations, they’re curating their whole trip around the unique experiences they can have.
- Frequency Over Duration:
Rather than taking one major vacation annually, modern travelers prefer multiple shorter trips throughout the year while mixing in larger vacations.
Fundamentally changing demand patterns for hospitality providers.
- Connection Over Convenience:
They crave authentic relationships with the places they stay.
They're connecting with people, not faceless brands or businesses.
Every property needs a compelling story they can relate to and share–a stark contrast to previous generations who simply wanted a functional place to lay their head.
- Discovery Over Familiarity:
Past travelers cherished the predictability of legacy hotel chains.
Rooms in Tokyo looked identical to those in Texas. Modern travelers actively reject this.
They seek unique designs that connect them to local culture and place.
Trends Shaping Top Hospitality Properties in 2025
The properties positioning themselves to capture this lucrative demographic are embracing several key trends...
1. Social Media Dominance:
Forward-thinking hospitality brands recognize we're amid a media revolution.
They're investing heavily in social media now, understanding it will surpass major OTAs as the primary booking channel by 2030.
High-quality, engaging content that forms genuine connections with future guests isn't optional–it's essential.
2. Design & Experience Synergy:
Properties creating share-worthy designs and experiences are winning.
Modern travelers often select destinations based on aesthetic appeal and experiential offerings that they can share with their friends and followers.
3. Wellness Integration:
Wellness has transcended trend status to become a permanent fixture in luxury travel.
Properties incorporating cutting-edge wellness offerings–from recovery options to nutrition programs–are capturing enormous market share.
4. Nature Immersion:
As daily life grows increasingly digital, travelers seek balance through nature-immersive stays.
Properties embracing and showcasing their natural surroundings are experiencing unprecedented demand.
5. Sustainability Commitment:
Eco-focused stays, agritourism, and farm-to-table dining have evolved from differentiators to priorities.
Modern travelers increasingly require sustainable practices as important considerations for booking.
6. Hyper-Personalization:
Generic experience brochures are giving way to bespoke offerings tailored to individual preferences.
Properties creating unique, one-of-one experiences are outperforming their competitors by substantial margins.
Who’s Doing it Right?
Several standout properties exemplify this modern-traveler focus and are already reaping the benefits.
1. Chalet Al Foss:
This Italian Alps retreat has amassed over 47 million Instagram views.
Focusing exclusively on romantic couples trips in a breathtaking setting, its romance-focused experiences and Instagram-worthy amenities have made it a bucket-list destination.
2. Six Senses:
Their revolutionary approach places wellness at the core of every stay, not just as an amenity but as the foundation of the entire experience.
Each location features distinctive design reflecting its unique setting, from Balinese cliffs to desert dunes.
3. SIRO Hotels:
With their fitness-first approach and tech-driven wellness offerings, SIRO is captivating health-conscious travelers.
Their recovery labs feature cryotherapy and IV treatments, while nutritionists create personalized dining plans—wellness isn't an afterthought but the very reason guests choose SIRO.
4. Habitas:
Their community-focused model and sustainable structures create unique stays that foster connection.
Locations in untouched settings like Namibia and Saudi Arabia's AlUla appeal to travelers seeking authentic experiences off the beaten path.
5. Eleven Experiences:
By combining five-star comfort with extreme adventure in remote locations, Eleven has mastered the art of creating unforgettable experiences.
Their small-scale, hyper-personalized approach ensures every stay feels completely bespoke.
Among smaller operators, properties like Live Oak Lake, The Cliffs at Hocking Hills, and The Pacific Bin have leveraged social media masterfully to connect with modern travelers.
They've proven this approach works at every scale.
The message is clear: properties that understand and embrace the modern traveler's values are positioned to dominate the hospitality landscape in 2025 and beyond.
Exciting news for your hotel!
We’ve expanded the Oasi team to bring you the same strategies and expertise that fueled Onera’s success.
From boosting your social media presence and marketing strategies, to optimizing pricing and offering full-service property management, we’re ready to help your property attract the Modern Traveler and maximize your returns.
Fill out an inquiry here and let’s explore how we can work together.
See you guys next week!
-Ben Wolff
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📸 Looking to Learn More? Check Out My Daily Content on Instagram
🎥 Check Out My Episode on The Rich Somers Report on Giving Modern Travelers An Experience & Strategies That Led to Onera’s Success
🎥 Check Out My Roundtable with Isaac French, Zach Busekrus and Nick Purslow on the Future of Unique Hospitality
Ben Wolff
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