Tim Hentschel is the co-founder and CEO of HotelPlanner, a global leader in travel technology, renowned for blending cutting-edge innovation with exceptional service. Operating from the company’s London office—an international counterpart to its headquarters in West Palm Beach—Tim oversees European operations and spearheads the brand’s strategic global growth. HotelPlanner has maintained a strong presence in London for nearly two decades, solidifying its role in the city’s dynamic tech and travel ecosystem.
Founded in 2004, HotelPlanner has grown into one of the world’s top platforms for individual, group, and corporate hotel bookings. The company’s competitive edge lies in its proprietary artificial intelligence and machine learning systems, which power a seamless booking experience. This AI-driven platform is further enhanced by a 24/7 global gig-based network of customer service and reservation agents, ensuring travelers receive fast, efficient, and personalized service anytime, anywhere.
HotelPlanner specializes in “Closed User Group” (CUG) discount rates—exclusive deals offered to verified users such as corporate clients, sports teams, universities, and government agencies. These unique rates make HotelPlanner an attractive option for travelers seeking value without compromising on quality or convenience.
The company has established long-term partnerships with some of the most recognized names in travel and hospitality, including major online travel agencies, global hotel chains, independent hotels, and online wedding platforms. HotelPlanner’s broad portfolio also extends to ancillary lodging providers and event planners, offering versatile solutions tailored to diverse customer needs.
Under Tim Hentschel’s leadership, HotelPlanner continues to evolve as a frontrunner in travel tech, combining innovation with global reach. His vision has transformed the company into a trusted platform for millions of travelers, enabling smarter, more efficient travel planning across the globe. As the travel industry continues to embrace digital transformation, HotelPlanner is positioned at the forefront—redefining how people book and experience travel through the power of technology.
In an exclusive interview, Tim Hentschel, Co-Founder and CEO of HotelPlanner, shared key insights into the current and emerging trends shaping the U.S. hospitality industry for spring and summer 2025. As one of the most influential voices in hotel booking and distribution, Hentschel outlined a cautiously optimistic view, driven by strong consumer demand, shifting pricing strategies, and growing expectations around sustainability and value.
According to Hentschel, U.S. hotel occupancy rates are trending high, with bookings on HotelPlanner’s platform surging ahead of the upcoming travel season. This upward momentum signals a rebound in travel confidence and a renewed desire for experiential getaways, with spring and summer poised to deliver strong performance across leisure-driven segments. Increased hotel sales point to a robust market, indicating that Americans are not holding back on travel plans.
However, when it comes to pricing, the picture is more nuanced. While rates are still rising, the pace is notably slower than in 2023 and 2024. Hentschel suggests this slowdown signals a more conservative approach from hotels—balancing profitability with guest affordability. This tempered pricing strategy reflects ongoing concerns about inflation, shifting consumer sentiment, and the need to remain competitive in a price-sensitive environment.
In terms of regional demand, although specific U.S. cities weren’t identified, the Caribbean has emerged as a hotspot, especially among American travelers. Hentschel highlighted a strong surge in bookings for high-value hotels in the region, driven by its appeal as a warm-weather luxury escape with premium amenities. This trend underscores a broader preference for travel that offers comfort, relaxation, and immersive, culturally rich experiences.
As for accommodation preferences, the market remains diverse. U.S. travelers are booking across all categories—luxury, boutique, and budget. However, high-end hotels in sought-after destinations are gaining traction, suggesting a growing desire for value-packed experiences rather than lowest-cost options. Travelers are increasingly choosing hotels that offer something extra—be it service, design, or location—rather than purely chasing discounts.
One of the most critical shifts Hentschel noted is the rising demand for eco-conscious and wellness-oriented hotels. With up to 45% of travelers expressing deep concern for the environment, hotels with strong sustainability credentials are winning more business. From reducing waste to integrating green practices into daily operations, properties that strike the right balance between luxury and sustainability are gaining favor with modern guests.
Finally, while Trump-era tariffs and the resulting rise in construction material costs don’t directly affect HotelPlanner’s core operations, Hentschel acknowledged their indirect impact on hotel development. Increased costs could slow renovations and new builds, eventually influencing room supply and pricing across the U.S.
How are hotel occupancy rates in the U.S. trending for spring and summer 2025?
Hotel sales across our platform have shown a significant increase, indicating that U.S. occupancy rates are expected to be high for the spring and summer seasons of 2025. This trend suggests a strong demand for travel and lodging, potentially driven by increased consumer confidence, seasonal vacation planning, and broader travel trends. The rise in bookings reflects a robust travel market and a positive outlook for hotel performance in the near term, especially as travel rebounds and people prioritize leisure and experiential travel once again.
Are U.S. hotels experiencing pricing pressure due to inflation or increased operating costs?
Hotel rates in the U.S. are increasing, but the rate of growth is noticeably slower compared to 2023 and 2024. This suggests that hotels are becoming slightly more cautious in their pricing strategies, possibly due to consumer pushback or sensitivity around affordability. While inflation and operating costs remain factors, the tempered rate increases reflect a shift in market dynamics. Hotels appear to be balancing profitability with maintaining competitive pricing, showing restraint to avoid pricing out potential guests amid ongoing economic uncertainty and changing traveler expectations.
Which regions or cities in the U.S. are seeing the highest demand for hotel bookings?
While the specific U.S. cities or regions with the highest demand weren’t detailed, current booking patterns reveal a surge in interest for Caribbean destinations, especially among U.S. customers. This reflects a growing trend of Americans looking beyond mainland options for premium, high-value getaways. The appeal of warm weather, scenic beaches, and luxury resorts in the Caribbean is driving booking activity. It also suggests a preference for relaxation-focused travel in visually attractive, culturally rich locations that promise both comfort and escapism.
Are travelers showing a preference for luxury, boutique, or budget accommodations this year?
There’s no single dominant accommodation trend; traveler demand spans all categories. However, high-value hotels, particularly in the Caribbean, are receiving strong interest from U.S. customers. This indicates that while budget and boutique options remain relevant, luxury experiences continue to attract travelers looking for quality and exclusivity. The variety in preferences shows a diverse market, where personalized experiences, amenities, and location-specific features can influence bookings more than price point alone. Travelers seem focused on value, prioritizing experiences that justify the cost rather than purely seeking the lowest rates.
How are U.S. hotels adapting to evolving traveler expectations around wellness, sustainability, and digital amenities?
There’s a clear upward trend in demand for eco-conscious, “green” hotels. Research shows up to 45% of tourists deeply care about the environmental impact of their travel. Hotels responding with sustainability-focused practices—like reducing waste, conserving energy, and limiting carbon footprints—are seeing increased bookings. While small actions such as towel policies help, leading hotels are going further by integrating sustainability into their core operations. The challenge lies in maintaining a luxury feel without excessive waste. Hotels that master this balance appeal strongly to modern travelers prioritizing wellness and responsibility.
How have Trump-era tariffs impacted the cost of hotel construction and renovation in the U.S.?
Although hotel construction and renovation aren’t our core business, there is an indirect connection. Rising costs of raw materials, partly due to Trump-era tariffs, could increase construction expenses. While our focus is on marketing and distributing hotel rooms, it’s reasonable to infer that higher material costs could delay or limit property development and refurbishment. This might affect hotel availability or quality over time, indirectly influencing supply, booking options, and pricing in the market. Ultimately, material cost hikes can impact the entire hospitality ecosystem.