SiteMinder’s Changing Traveler Report 2026 shows a clear shift in how Americans are choosing where to stay.
The headline’s simple: Direct booking momentum in the U.S. is accelerating, brand trust is strengthening, and guests are becoming more intentional about avoiding OTA fees.
Direct bookings are gaining real traction
The U.S. hospitality market continues to break from global patterns. 40% of American travelers now say they prefer to book directly with a property through its website, by phone, or email. That is up from 36% last year and well above the global average of 28%.
The path travelers take to get there is changing too. For the first time, more U.S. guests start their research on an OTA like Airbnb than on a search engine (26% versus 21%). But they do not necessarily stay there. 24% of travelers who begin on an OTA ultimately shift to booking direct, compared with just 18% globally.
Flexibility is the strongest motivator. 66% said they book direct because it gives them more control over changes. 61% want clearer communication with the property, and 57% are chasing better prices or package deals.
Rising price sensitivity is accelerating the shift
Value is increasingly driving behavior. 42% of U.S. guests say freebies influence their decision to return, and 28% point to loyalty programs. Even more interesting is what they are doing behind the scenes to extract that value.
Travelers are becoming more intentional about bypassing platform fees. A recent Yahoo article highlighted a growing tactic: guests screenshot OTA photos, run them through reverse image search, and jump directly to the property’s own website to avoid the 15% markup that inflates their stay. When travelers are willing to put in this kind of effort, it signals what’s going on behind the scenes. With economic uncertainty still in the backdrop, saving money is becoming part of the booking workflow. Expect this trend of guests taking that extra time to hunt for better deals to continue to accelerate.
AI is becoming a new discovery layer
While still early, AI is entering the hospitality research process. 4% of U.S. travelers now start with AI tools, and that number rises to 7% among Gen Z and Millennials. 71% of Americans say they want AI-powered features in their booking experience, with price monitoring and automated alerts ranking highest.
For operators, this creates a new requirement. Every digital touchpoint, from websites to listings to social profiles, must be complete, accurate, and consistently updated. AI systems mirror what they can see. If your information is outdated or incomplete, you are less likely to surface in AI-driven recommendations as these tools expand.
What this means for operators in 2026
The shift toward direct booking is not a temporary blip. It reflects a broader trend toward brand trust, price transparency, and better guest communication.
Properties that invest in loyalty drivers, strengthen their direct booking channels, and keep their property data up to date across the web will be positioned to capture more of this demand.
.webp)
