At Aró Digital Strategy, we work closely with independent hotels across Europe and beyond. Based on industry research and direct performance insights from our clients, here are the top five trends shaping what luxury guests are booking this May, and how hoteliers can respond.
1. Suite Demand is Surging but Privacy is the Hook
Guests are no longer just booking for space; they’re booking for seclusion, peace, and a sense of exclusivity.
From private gardens and spa-style bathrooms to panoramic terraces, premium room categories are performing exceptionally well - particularly in destinations offering experiential escapes.
According to Virtuoso's 2024 Luxe Report, 74% of luxury travellers now prioritise accommodations that offer greater privacy and space.
What Hoteliers Can Do:
Promote your top-tier room categories prominently on your website
Use targeted PPC or Meta ads focused on upgrades
Highlight key differentiators like exclusive views, private entrances, or “suite-only” perks
2. Wellness-First Travel Is Now the Luxury Norm
In-room massage, healthy dining, aromatherapy turn-downs - wellness is no longer a niche add-on. For many guests, it’s a primary reason to book.
Forbes Travel Guide 2024 identifies wellness as a top hospitality driver, particularly among luxury and Gen X/Y travellers seeking “experiential renewal.”
What Hoteliers Can Do:
Create wellness-led packages that include treatments or spa access
Partner with local practitioners for bespoke experiences
Emphasise rest, recovery, and stress-free booking flows in your marketing copy
3. Midweek Bookings Are Becoming Premium
Gone are the days when only weekends filled fast. Hybrid work and lifestyle flexibility have made midweek luxury escapes more desirable than ever.
Sojern’s Global Insights Q1 2024 shows a 12% YoY rise in midweek booking patterns, especially among high-income travellers.
What Hoteliers Can Do:
Launch midweek-exclusive offers or 3-for-2 night stays
Promote “Quiet Luxury” and “Midweek Reset” packages
Leverage retargeting ads to capture spontaneous weekday decisions
4. Vouchers Are Experiential Gifting at Its Best
Hotel gift vouchers are a quiet hero of high-margin revenue — especially for boutique properties. As we approach summer holidays, birthdays, and celebratory moments, gifting is becoming more experience-led than ever.
Pembroke Hotel Kilkenny, an Aró client, saw a 57% YoY increase in voucher revenue in Q1 2025 alone — thanks to well-timed campaigns and seamless UX.
What Hoteliers Can Do:
Feature gifting options clearly on your homepage and nav
Promote vouchers in pre-summer newsletters and PPC
Offer optional luxury packaging or “print at home” gifting convenience
5. Story-Driven Brands Win the Click (and the Booking)
Luxury guests aren’t just buying a bed — they’re buying into a story, an aesthetic, a lifestyle. In 2025, your brand personality plays as big a role in conversion as your price point.
Expedia’s Traveller Value Index 2024 reports that 66% of travellers are influenced by the property’s story, visuals, and values when choosing where to book.
What Hoteliers Can Do:
Align your content strategy with your brand voice and heritage
Create storytelling-led landing pages for key campaigns
Showcase your uniqueness with guest testimonials, team highlights, and real-world experiences
Final Thought
Luxury travellers are booking with higher expectations, and less time. May is your moment to align your strategy, sharpen your offers, and make sure your direct channel is fully equipped to capture this valuable demand.
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