As we move further into 2025, hoteliers are witnessing a significant shift in booking behaviours, with travellers embracing last-minute planning and increasingly turning to mobile for their bookings.

New insights from Net Affinity’s extensive client portfolio reveal how these trends are playing out across the UK, USA and Republic of Ireland, and how hotels can adapt their strategies to stay ahead.

Mobile bookings on the rise

Mobile bookings have surged in the first quarter of 2025, with data showing a 7% increase compared to the same period last year. Hotels in the Republic of Ireland, in particular, have seen impressive growth. In April 2025, 59% of bookings came from smartphones, up from 52% in 2024.

This rise in mobile bookings demonstrates how important it is for hotels to ensure their websites and booking systems are fully optimised for mobile devices.

The shift towards last-minute travel

Another significant trend is the rise in last-minute bookings. In April 2025, 27% of bookings were made within seven days of arrival, marking a 4% increase from the previous year. This reflects a growing consumer preference for spontaneous travel and the flexibility to make decisions closer to departure dates.

For hoteliers, this means being prepared for quick-turnaround bookings and ensuring their systems can handle fluctuations in demand.

Regional variations: Insights from across the globe

The data also highlights some interesting regional differences. Bookings from the Republic of Ireland saw a slight decline of 2%, while bookings from the UK and Northern Ireland increased by 7%. On the other hand, bookings from the USA saw a marginal decrease of 4%.

While US bookings are down in early 2025, Net Affinity expects a recovery later in the year, particularly between July and September, so hotels should be prepared for a potential uptick in international visitors.

How hotels can adapt

As these booking trends continue to evolve, hoteliers must stay agile and ready to adapt to the changing behaviours of their guests. By investing in mobile optimisation, streamlining the booking process and responding to the rise in last-minute bookings, hotels can position themselves for success in 2025 and beyond.

As summed up by our Managing Director William Cotter: “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.“

If you’re looking for more tips on how to adapt to these trends and maximise your hotel’s direct bookings, get in touch with our expert team at Net Affinity today.