DALLAS — Canadian travellers are the world’s most cautious when it comes to AI, according to SiteMinder’s Changing Traveler Report 2025, the largest survey globally on accommodation.
The report is based on insights from more than 12,000 respondents across 14 major tourism markets, including Canada. It reveals how the choices of Canadian guests are driving the evolution of the “everything traveller” — a new traveller that blends both emerging and traditional behaviours in response to evolving travel dynamics.
SiteMinder’s research shows that nearly two in five Canadians (38 per cent) intend to avoid AI in their 2025 accommodation experience — the highest rate globally, followed by Australia and Germany. This reluctance is strongest among Canadian Baby Boomers (aged 60 to 78) (56 per cent) and Radio Babies (aged 79 to 96) (61 per cent).
In contrast, Canadians feel most comfortable with more traditional accommodation methods; 13 per cent will begin their hotel research via family and friends, and 15 per cent will use a travel agent to make their 2025 booking, the highest rates globally in both instances.
When it comes to environmentally friendly accommodations, Canadians are also reserved. Only half (50 per cent) would consider paying more for an eco-friendly stay, well below the global average of 70 per cent, making them the least likely to do so globally.
SiteMinder’s Chief Growth Officer, Trent Innes, says the research confirms the need for technology to meet the demands of an increasingly multifaceted traveller likely to showcase even more unique preferences next year.
“In an era where guests hold increasing influence over their stays, it’s clear that their evolving needs are both broad and deeply specific. The everything traveller embodies a bold new standard, with the flexibility to pivot between impulsive and considered decisions, international and local travel, and a clear demand for control,” says Innes. “Our research signals to hoteliers that accommodating these nuanced preferences isn’t just about adapting to a trend — it’s about committing to a deep understanding of how specific traveller preferences and behaviours are changing, and keeping a finger on the pulse as they do. In this landscape, data-driven insights become critical for hoteliers to anticipate guest needs and deliver the stay they envision.”
SiteMinder’s Changing Traveler Report 2025 is available here.
