Johannesburg – Luxury Travel Report 2025 has identified fascinating changes in traveller preferences. That's the rejection of what we call “bejofis” – a creeping identity that gradually uniformizes hotel experiences around the world. Whether in Bangkok or Birmingham, if you step into a typical hotel room today, you can encounter the same neutral palette, predictable artwork and standardized amenities. This uniformity once promised reliability, but today's travelers are craving something more vibrant.
This trend driven by brand standardization and an obsession with Instagram identity made modern hotel rooms look eerie the same all over the world. But the luxurious travelers began to push back. Approximately 70% of premium travellers surveyed say that the hotel today has “lost their souls,” while almost three-quarters say they no longer pay for “general luxury.” These guests are scheduled to be packed on eight leisure trips in 2025, and they are willing to spend their time big. But they don't spend it in cut and paste rooms or barren hotel corridors.
This evolution is not just a reconstruction of leisure travel. It provides valuable insight into corporate travel programs that seek to stimulate their approach. After all, business travelers who spend countless nights from their homes deserve space to inspire rather than simply accommodating.
“Business travel should be a reward — a chance to grow, connect and recharge,” says Herman Heunes, GM at FCM. “It removes all personality and sense of place from where people stay, and experiences lose meaning.”
Research published in the International Journal of Hospitality Management supports this. This study revealed that hotel aesthetics directly affect guests' emotions and satisfaction. The study found that factors like room design accounted for more than 10% of what guests appreciate most.
As the Road Warriors record multiple trips per month, the quality of these environments makes a big difference in how they perform. As research points out, lifestyle hotels that combine business and leisure by offering high-end accommodation with distinctive characters are perfect for business travelers today.
Consistency and cost management have long been prioritized for traditional corporate hotel programs. These factors remain important, but businesses need to move beyond the basic beige box. The goal, rather than abandoning practicality, reinforces it with purpose, says Heunes.
Some hotels have already set standard. The Detroit Foundation hotel transformed the 1929 fire department into a bold, story-rich space that doubled as a creative hub. New York's Ace Hotel integrates local artists into cultural programming and offers stays that mix business and immersion. In Bangkok, Waldorf Astoria weave traditional Thai elements into the interior. It has an elegant bronze screen and layered texture that creates a clear sense of place.
These properties indicate that when space reflects context and character, it is possible. It's not about luxury. It's about experience. A small touch can change your stay from unforgettable to comfort.
For travel managers, this provides an opportunity to intentionally refresh the program, says Heunes. “Expand your preferred hotel options to include properties that offer both reliable service and distinctive characters. Ask frequent travelers which environments help them feel most productive. Building flexibility in policies that acknowledge personal preferences while maintaining appropriate parameters,” she explains.
“Companies can also leverage the TMC partnership to access a wider range of accommodation at negotiated rates,” advises Heunes. “Don't wait for travelers to demand change. We will actively redesign our hotel program to balance cost management with quality experiences.”
Corporate travel needs to evolve as younger generations enter the workforce by increasing the expectations of meaningful experiences. “The best business trips do more than a tickbox,” says Heunes. “They keep people better than they did when they left. That's how thoughtful travel looks.”
