As the summer season heats up, new data from Net Affinity’s expansive client portfolio reveals a shift in how holidaymakers are booking their trips — and it’s happening faster and more impulsively than ever. A leading hotel technology provider has revealed key insights into evolving booking behaviour in the UK, USA, and the Republic of Ireland for the first quarter of 2025, indicating a 7% growth in smartphone bookings and a last-minute planning spike. hotel booking trends 2025

Data from Net Affinity’s extensive client portfolio has revealed a series of key trends in booking patterns which hoteliers can use to maximise their strategies for the forthcoming months.

Key Trends: Mobile & Last-Minute Dominate

According to the latest figures, there has been a sharp increase in last-minute bookings, with many travelers now confirming their stays within a week or even just a few days before arrival. This trend reflects a broader behavioral shift in consumer planning habits, driven by flexibility, digital convenience, and real-time decision-making.

In parallel, mobile devices have overtaken desktop as the primary booking channel. Mobile bookings now account for a significant majority of direct reservations across Net Affinity’s client base, signaling the need for mobile-first strategies.

For hotels in the Republic of Ireland, there has been a significant surge in mobile bookings, with 59% of bookings coming from smartphones alone in April 2025 – up from 52% in April 2024.

Additionally, bookings made within 7 days of arrival have risen by 4% in April 2025 from 23% last year, highlighting a shift toward last-minute travel planning.

The data also revealed that bookings originating from the Republic of Ireland declined by 2%, while those from the UK and Northern Ireland increased by 7%.

In contrast, bookings from the USA decreased by 4%. However, despite bookings from America decreasing marginally, there is encouraging growth anticipated from July to September.

As mobile booking continues to be the preferred mode for travellers, Net Affinity’s data reinforces the importance of mobile optimisation. Hotels that utilise mobile-friendly booking engines will benefit from a higher rate of conversion and improved revenue.

What This Means for Hoteliers

These insights point to several immediate action points for accommodation providers:

• Optimize for Mobile: Your website, booking engine, and marketing content must be mobile-optimized. Speed, clarity, and usability are non-negotiable.
• Embrace Short-Term Offers: Promote flash deals and limited-time offers targeted at spontaneous travelers.
• Real-Time Availability: Ensure your inventory is updated in real-time to avoid losing out on impulsive bookings.
• Flexible Policies Win: Guests continue to prefer flexible cancellation and rebooking terms, especially when booking last minute.

William Cotter, founder and managing director of Net Affinity, said: “These shifts in booking patterns highlight the need to understand and keep pace with changing consumer behaviour.

“The rise in mobile bookings and the increase in short-term bookings are trends that will not be easily reversed, and hoteliers need to make sure they are well-equipped to respond.

“Our mission is to continue assisting hotels with the knowledge and tools that will enable them to remain ahead of the curve with these trends, enhance their customer experience, and, ultimately, drive their direct bookings.”

Adapting to the New Booking Norm

The data also suggests that personalization, trust, and ease of use are now more important than loyalty programs or advance booking perks. Travelers are browsing less and booking quicker — and often from their smartphones while on the go.

As consumer expectations evolve, hoteliers who leverage these insights and align their digital strategies with emerging booking behaviors will be in the strongest position to capture revenue in the competitive summer travel season. hotel booking trends 2025