Industry Voices

Perspectives from industry specialists

The view from the hotel. Amex GBT hotel partners look ahead to key trends for 2025.

Jess Petitt, SVP Strategic Insights and Analytics, Hilton

Betty Wilson, VP Global Accounts, Global Sales, IHG

The view from the hotel. Amex GBT hotel partners look ahead to key trends for 2025.

Jess Petitt, SVP Strategic Insights and Analytics, Hilton

Betty Wilson, VP Global Accounts, Global Sales, IHG

What’s going to be the biggest trend in the hotel industry over the next year?

JP. Generative AI will continue to mature, with the first guest-facing applications likely changing how guests book their travel. This technology will bring a new level of personalization and ease to the guest experience. The lifestyle segment should continue its rapid growth. Business and group travel will also remain strong, driven by an increase in the number of smaller meetings, off-site team gatherings, and incentive travel.


BW. Companies are increasingly valuing face-to-face connections through travel, as shown by the rise in business trips and demand for group events. Cutting-edge companies are investing not only in tech, but in meaningful human connections that travel enables — fostering deeper customer relationships, enhancing organizational culture, and facilitating impactful meetings and events.


How will guest expectations change in 2025, and how’re you responding?

JP. Guests will continue to expect a frictionless travel experience, regardless of the stay occasion. In our 2025 Trends Report, 63% of travelers want to use a digital room key and 77% want to use personal devices seamlessly. Hilton is committed to finding more opportunities to maximize travelers’ time and enjoyment on the road, backed by innovative solutions that put more control over their experience in their pocket. For example, Hilton’s Digital Key and Digital Check-in allow Hilton Honors members to choose and go straight to their rooms without stopping at the front desk. Hilton’s Connected Room Experience, now available in more than 1,700 hotels, allows guests to control in-room technology using the Hilton Honors app on their phones, including personalizing their preferences for popular streaming apps.


BW. In 2025, we know guests will continue to seek even more personalized, tailored, and seamless experiences​. We’re committed to meeting diverse traveler needs with trusted brands in the right places, expanding strategically, and continuously enhancing our technology and services worldwide to make every stay exceptional and memorable.


What advice would you give a corporate customer sourcing a hotel program?

JP. With pre-pandemic seasonality and stay patterns returning, corporate customers should expect more compression on traditional mid-week nights. Inflation will slow but still be greater than 2%, driving increases in costs and rates in addition to typical compression.


BW. Find a hotel partner who actively listens to your needs and collaborates closely to drive mutual growth. A successful hotel program thrives on open communication and a shared commitment to enhancing the travel experience while supporting your business objectives.

Focus on meetings and events. Meetings today are all about emotional engagement.

Emma Bason, Director Global Venue Sourcing, Amex GBT Meetings & Events Today’s meeting professionals are focused on creating more personalized, emotional experiences. Technology and, of course, the event content itself are important for this – but venue and destination are also key. Finding the right venue is crucial in delivering a memorable attendee experience. When we looked for venues in the past, location, price, and value were considered. Now we’re asking, “How does this venue make you feel?” A well-chosen venue can elevate the event, provide an atmosphere for networking and learning – and ultimately boost attendee engagement. In 2025, we expect to see meetings professionals looking to emerging destinations and alternative event spaces for unique opportunities to create engaging experiences. Our M&E Forecast predicts strong demand for meetings in 2025, which could impact cost and availability. To find out more, check out the Amex GBT Meetings & Events Global Forecast.

The view from the travel management company. Choice is key to guest experience.

Simon Fishman, Vice President Global Hotel Partnerships, American Express Global Business Travel When we think about providing the best hotels for our business travelers, we can’t lose sight of the fact that we are all individuals with our own likes and dislikes. Some people love a hotel lobby with a co-working space and an in-house DJ as a way of helping to drive energy and encourage collaboration. Not me – I prefer an oasis of calm after a day of meetings! Some people are all about the hotel buffet breakfast, setting themselves up for the day to come – others just want to grab a barista-made coffee and get out of the door. Some want a standard business hotel that feels familiar, while others are on the lookout for the flavor of the city with a more boutique experience. Being able to cater to traveler’s preferences sets them up to do the job they’re there to do most effectively. For me, a must have at the hotel is their wellness facilities, and unsurprisingly, I’m not alone! Today, we see about half of travelers now want to know about the gym, health, and wellness facilities when they’re shopping for a hotel. Major hotel chains have certainly picked up on this, with the days of broom-closet sized gyms disappearing in favor of huge investment in state of the art fitness equipment, in-room wellness materials and yoga mats, and even instructor led workout channels on the smart TV. Our Hotel Marketplace is all about enabling this kind of choice for travelers. It gives customers access to more than two million properties, including your own negotiated rooms, all on one platform – providing vast range of choices to meet all your travelers’ needs, making their stay a comfortable and productive one. To find out more about the competitive choice of hotel properties and rates in Hotel Marketplace, get in touch.

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