Hotel hopping creates a new challenge for hoteliers

As travelers split trips across multiple properties, hotels are increasingly competing for a share of the stay rather than the entire guest journey

Hotels.com’s latest Unpack ’26 travel trends report highlights the rise of “Hotel Hopping,” a travel behavior in which guests stay at multiple hotels within the same destination during a single trip. Travelers are increasingly combining different neighborhoods, hotel styles, price points, and experiences into one itinerary instead of remaining at a single property. The trend is particularly common among younger travelers and reflects a broader shift toward more flexible, experience-led travel planning. For hoteliers, it signals that winning a booking may no longer mean securing the entire trip, but rather earning a place within a traveler’s broader journey.

Key takeaways

• Travelers are dividing stays across multiple hotels: More guests are choosing two or more hotels during a single destination visit, reducing the traditional “one trip, one hotel” pattern.
• Location becomes a stronger competitive advantage: Travelers are selecting hotels based on proximity to specific neighborhoods, attractions, events, or experiences rather than using a single property as a base for the entire trip.
• Experience is driving booking decisions: Guests are increasingly willing to change hotels if it allows them to enjoy different atmospheres, amenities, or destination experiences during the same vacation.
• Bleisure travel is supporting the trend: Business travelers are often combining work and leisure stays, moving from a business-focused hotel to a resort, boutique, or lifestyle property once work commitments end.
• Younger travelers are leading the shift: Gen Z and Millennial guests show the strongest interest in hotel hopping, reflecting a preference for flexibility, personalization, and variety.
• Hotels are competing for trip segments: Instead of capturing an entire stay, properties may increasingly compete to win a specific phase of the guest journey, such as the arrival experience, event attendance, business portion, or leisure extension.
• Marketing should focus on unique positioning: Hotels that clearly communicate their neighborhood, local experiences, design, amenities, or event proximity may be better positioned to attract travelers planning multi-property itineraries.
• Partnership opportunities may emerge: Hotels within the same destination could potentially benefit from referral relationships or complementary positioning as travelers become more comfortable moving between properties during a trip.

Source: Hotels.com

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