As Jaya House River Park Siem Reap celebrates its 10th anniversary, the independently owned boutique hotel has reflected on a decade of guest booking habits, revealing how luxury travel planning is rapidly evolving. Potential guests now want far more than the traditional (chain) hotels can provide and thanks to the new world (AI) these options are at our individual fingertips.

For the past decade, Jaya House River Park has built its reputation the traditional way - exceptional guest experiences, online reviews and word of mouth. As the award-winning boutique hotel celebrates its tenth anniversary, being different, sincere and having a proven track record is paying off in new ways. Guest data reveals that while travellers are increasingly using AI to plan their holidays, and the qualities that made independent hotels successful haven’t changed – but are being discovered differently.

One of the clearest shifts has been the rise of Artificial Intelligence, with 60% of Jaya House’s guests now using ChatGPT or another AI platform during the travel planning process.

Christian de Boer, Managing Director of Jaya House River Park, said:

“AI is quickly moving from a source of inspiration to a genuine travel-planning tool, particularly for travellers looking beyond major hotel brands and more obvious destinations. Travellers are no longer necessarily beginning with an OTA or Google; they’re asking AI to identify hotels that match highly specific interests, values and priorities. This gives independent hotels an opportunity to compete on substance rather than advertising spend. Experiential travel - the kind of authentic, personalised experiences that independent boutique hotels are uniquely positioned to provide - continues to create outstanding guest reviews and word-of-mouth recommendations, building an even stronger foundation for success in the age of AI-driven travel planning.”

The shift is also being reflected in booking behaviour. Jaya House has recorded an 11% year-on-year increase in direct bookings, suggesting that while travellers increasingly use AI technology for their initial research, many still value the reassurance of booking direct when confirming a complex or long-haul trip.

The hotel has similarly found that 10-12% of guests discovered Jaya House before deciding to visit Siem Reap, highlighting a growing trend of travellers choosing a distinctive hotel first and allowing it to influence their destination choice.

A decade of guest insights has revealed a growing appetite for authentic local experiences and more considered travel, with guests increasingly choosing independent hotels that offer a genuine sense of place.