TrustYou announced that No.1 travel website with the most word-of-mouth posted in 2025 was Booking.com, following 2023 and 2024, followed by Google as the second and Agoda as the third. The top 2 had a share of about 50% of the total.
From 2019 to 2023, Booking.com and Google together had a share of 56% of the total.
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TrustYou foresees trends in the hospitality industry
TrustYou picks four trends in the hospitality industry in 2026.
The first is ‘Quietification’ to provide a relaxing space and experience, meeting the need for relief from digital fatigue and excessive stimulation, by eliminating noise and excessive service, and placing value on quietness,
The second is ‘Sleep Tourism’ to offer services to support physical and mental recovery and wellness, such as rooms specialized for a good night's sleep, special attention to pillows and bedding, sleep programs, and a quiet environment.
The third is ‘Apéritif Activity’ that a hotel redefines a bar or a lounge as a place to raise staying values.
The fourth is ‘Hotel Hopping,’ in which more travelers visit both urban and regional areas, staying multiple hotels on a single trip, and using hotel stays as a travel goal.
In addition, TrustYou has forecasted that structural changes, such as the impact of global increases in tourism and accommodation taxes and currency fluctuations will affect traveler decision-making. The market is expected to see structural changes, such as the rise of "destination dupes" due to overcrowding and rising prices in popular tourist destinations, and a slowdown in the short-term rental (STR) market, including private lodging.
