Unlocking Travel Trends: Insights for Hospitality Professionals in Puerto Rico

Puerto Rico’s tourism ecosystem is booming, and the numbers are clear:

• 6.6 million+ air travelers in 2024 — an 8% increase YoY. Learn more here.
• 7.3 million hotel room nights booked in 2024, a 7% jump over 2023.
  
• 48% of lodging demand in January 2025 came from short-term rentals, up 20% YoY. Read more here.
• $9.8 billion in tourism revenue generated in 2023—a 13% increase from the previous year. Explore more here.

At HiBird, we analyze this data to help our clients stay proactive—not reactive—in an industry driven by guest expectations and dynamic demand.

1. Short-Term Rentals Are Reshaping Guest Expectations

The rise of platforms like Airbnb and Vrbo has fundamentally changed what guests expect from their travel experience. No longer satisfied with a standard room and generic amenities, today’s travelers—especially millennials and Gen Z—seek accommodations that offer flexibility, personalization, and a sense of local connection. In Puerto Rico, this shift is particularly pronounced: in January 2025, short-term rentals captured a record 48% of lodging demand, according to Discover Puerto Rico. The message is clear—guests are drawn to stays that feel more like home, reflect the culture of the destination, and offer freedom in how they check in, explore, and engage.

HiBird Tip: Position your hotel to compete by promoting contactless check-in, hyper-local experiences, and unique spaces that stand out in a sea of sameness. From tailored welcome packages to on-site cultural moments, you can replicate the charm of short-term rentals—while still offering the reliability and service of a hotel. 

2. The Rise of Experiential and Purpose-Driven Travel

Travelers today are seeking more than just a place to sleep—they’re looking for meaningful experiences that connect them to the destination. According to Google’s 2025 Summer Travel Trends, destinations like Puerto Rico are seeing increased interest, particularly for beach vacations and outdoor adventures . This trend indicates a growing demand for immersive, culturally rich journeys. In Puerto Rico, this shift is especially significant, as the island’s local flavor, heritage, and storytelling serve as powerful differentiators. Guests are no longer content with passive stays—they want to cook with local chefs, explore hidden beaches, learn bomba rhythms, and leave feeling transformed, not just rested. Resources like Discover Puerto Rico’s guide to things to do in San Juan offer insights into such authentic experiences .

HiBird Tip: Hotels can co-create guest experiences by collaborating with local artisans, culinary talent, and cultural guides to offer exclusive activities that reflect the true spirit of Puerto Rico. Incorporate local storytelling into your social media calendar—behind-the-scenes moments, community spotlights, or guest stories—to turn culture into content and content into conversions. 

3. More Flights, More Visitors, More Opportunities

Direct air connectivity to Puerto Rico has never been stronger. With over 1,300 weekly non-stop flights from major U.S. cities such as New York, Dallas, Chicago, and Orlando, the island is more accessible to a wider range of travelers than ever before. This growing connectivity opens the door for hotels to tap into high-potential markets and craft campaigns that speak directly to travelers already planning their escape to the Caribbean. Whether it’s a last-minute getaway or a planned family vacation, increased flight availability translates into more spontaneous bookings, longer stays, and greater competition for traveler attention. This expansion is further bolstered by new routes, such as Spirit Airlines’ inaugural nonstop service from San Antonio to San Juan, marking the city’s first direct connection to the Caribbean. This development underscores the island’s enhanced accessibility and the growing demand for travel to Puerto Rico.​

HiBird Tip: Leverage this momentum with geo-targeted Google and Meta Ads designed to reach travelers from high-volume markets right as they’re searching. This performance marketing approach combines real-time travel intent, booking behavior, and creative optimization to help hotels in Puerto Rico capture more direct traffic—and convert clicks into confirmed stays.

4. Demand for Boutique and Luxury Experiences Is Growing

The hospitality landscape in Puerto Rico is experiencing a noticeable shift toward luxury and boutique travel, driven by guests who value personalization, design, and elevated experiences. From intimate beachside villas to chic urban retreats, travelers are gravitating toward properties that offer unique aesthetics, thoughtful amenities, and a sense of exclusivity. This trend is especially prominent among affluent millennials and Gen X travelers, who are willing to pay a premium for style, service, and storytelling. As new investments flow into the island’s luxury segment, hotels that fail to differentiate themselves risk getting lost in the noise.

HiBird Tip: Now is the time to refine your brand positioning and elevate your digital presence. Design high-converting hotel websites that showcase your boutique charm through striking visuals, compelling narratives, and user journeys optimized for bookings. Your story deserves more than a template—it should reflect the uniqueness and personality of your brand.