What the past, present, and future of the booking journey means for hoteliers. How do guests actually decide where to stay? The answer has changed dramatically over the past 20–30 years. But interestingly, the fundamental behavior hasn’t changed as much as the technology around it.
NB: This is an article from RoomPriceGenie, one of our Expert Partners
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Let’s take a look at where the booking journey came from, where it is today, and what might come next.
The Past: When Booking A Hotel Meant Yellow Pages and Walk-Ins
Not that long ago, booking a hotel was a very different experience. Guests relied on:
- Travel agents
- Word of mouth
- Printed directories like the Yellow Pages
- Calling hotels directly
- Or simply walking in and asking for the rack rate
Hotels often had one fixed price for a room. Revenue management as we know it today didn’t exist yet. Reservations were often managed with paper charts or very basic systems. Even early property management systems were a big leap forward.
But the key point is this: The core behaviour hasn’t changed.
Guests have always compared options before booking. The difference is that technology has made the process dramatically easier.
The Present: Google, OTAs, and Price Transparency
Today’s booking journey is built around search, comparison, and convenience. According to Siteminder’s “Changing Traveller” report 2026, 26% of travellers start their research on OTA, followed by search engines (21%).
Guests typically move through a familiar path:
- Browse options on OTAs like Booking.com or Expedia
- Compare prices on metasearch sites like Google Hotel Ads or Trivago
- Check reviews and images
- Choose where to book
For many travelers, OTAs act like a shopping mall for hotels – offering convenience, comparison, and confidence in one place.
Data from channel managers shows the same pattern:
- #1 booking source: Booking.com
- #2 booking source: Expedia
- #3 booking source: the hotel’s website
Guests often move between these channels before making a final decision.
