The travel industry is officially focusing on the dogs – and the cats, and maybe even the occasional hedgehog. As customer demographics change, so do traveler expectations – and pets are no longer left at home. From Gen Z to empty-nesters, travelers are taking their furry, feathered and scaly companions on the road, reshaping the way the travel industry thinks about hospitality.



And this isn’t just a fun trend; it’s a fundamental change in the way people travel. When pet owners think their journey isn’t complete until Fido is there, companies that don’t adapt risk being left behind. Whether it’s pet-friendly hotel policies or airlines offering pet amenities on board, the message is clear: the future of travel includes pets, and companies that ignore this do so at their own peril.


The numbers say it all


According to Allianz Partners USA’s Annual Vacation Confidence IndexPets now travel with almost a quarter of seniors and more than 40% of middle-aged travelers. The global pet travel services market was valued at $2 billion in 2023 and is expected to more than double to $4.6 billion by 2032, according to Polaris Market Research.


By 2023, “pet travel” was searched on Google more than 19 million times per year in the US alone


Earlier this year, Tripadvisor launched a new consumer hubwhich provides an all-in-one resource for pet-friendly travel.


While North America is expected to have the largest market share in pet travel services, Asia Pacific is expected to grow the fastest, according to Polaris.


Charl Albertyn, a Chinese market specialist, notes a strong increase in the number of pet travel services. In China, the market grew by 15% in early 2024. And it’s not just pet-friendly hotels. From pet travel lounges to dedicated departure areas, airports and airlines, such as China Southern Airlines in Guangzhou, are doing their best to meet this demand.


The pet industry is expected to grow at an annual rate of 7% by 2030 according to Morgan Stanleyoffers the travel industry a lucrative opportunity to adapt to the demand for pets. Spending per pet is expected to rise to $1,733 per year by 2030, more than doubling total industry spending from $122 billion in 2019 to $261 billion.



This increase is largely driven by younger pet owners, with 34% of people aged 18 to 34 planning to purchase a pet – up from 28% in 2022. These demographics are changing travel norms and priorities to pet preferences and premium experiences.


How hotels respond


Hotels are introducing specialized pet packages and amenities. In Singapore, Amara Resort‘Pampered Paws’ package invites guests to enjoy quality time with their dogs. The resort has expanded its offering to cater to cat owners with the ‘Pampered Meows’ package, one of the few in the region to welcome both dogs and cats.


The resort’s all-day dining restaurant, Sanctuary Tearoom, offers a special menu for pets, including high tea, pancakes, satay and ice cream.


As Dawn Teo, Chief Operating Officer of Amara Holdings, shared: “We see an average stay of two nights for these packages, usually on weekends or holidays. We receive guests with dogs of all shapes and sizes, and we have even welcomed long-term guests who are moving or renovating their homes.”


In the pipeline at Amara are pet yoga for dogs and owners and a Heritage Route map for pet friendly walks.


This shift has become more apparent post-Covid, making pet-friendly options an essential aspect of the hospitality landscape, says John Toomey, Chief Sales & Marketing Officer of Marriott International, Asia Pacific excluding China.


“The pet-friendly segment is indeed becoming an important revenue generator, with more and more guests requesting pet-friendly rooms,” Toomey said.


As more travelers seek accommodations where they can bring their pets, demand for pet-friendly rooms has skyrocketed, especially during weekends and holiday seasons, which not only increases occupancy rates but also encourages longer stays, Toomey points out.


“As more people choose to bring their pets, hotels are adapting to meet this demand and offering unique services. This not only improves the travel experience but also opens up new opportunities for the hospitality industry,” he said.



These are the pets of Skift staffers.


Dogs lead the pack


Guise Bule, founder of Roch Hondwhich assigns ratings to hotels based on their pet services, said many hotels are seizing the opportunity.


“The trend towards dog-friendly travel is mainstream as more and more millennials view dogs as family members,” he explains. This target group, in which both men and women work without children and pets, has significant purchasing power and appreciates authentic inclusivity for their pets.


The shift is also fueled by the rise of remote working, which allows people to travel more often and for longer periods. Social media has amplified this trend, with travelers sharing their adventures with dogs and inspiring others to do the same.


Customer loyalty and turnover


Pet-inclusive travel also has financial implications for hotels where travelers are willing to pay for services for their pets.


“Dog owners actually don’t mind paying a $150 dog fee per stay, as long as they and their dogs get something in return. It’s only when hotels call it a cleaning fee and don’t give them anything that they hate it,” Bule said.


Marriott brands like Aloft have created programs like Arf (Animals are Fun), which welcomes “well-behaved dogs, cats, birds and fish” to its hotels, with a maximum of two pets per room.


“To ensure the safety and comfort of all pets, we use a ‘pet in room’ sign to notify the hotel team of their presence. Housekeeping will only enter the room if the pet is not present, or if the owner is present to supervise (for example, if the dog is on a leash) or if the pet is safely caged. We also have enhanced cleaning protocols to ensure each room is thoroughly cleaned and flea-free after each pet stay,” Toomey said.


Navigating challenges


Challenges remain. Many hotels impose restrictions, such as weight limits or policies that prevent dogs from being left alone in rooms. Bule acknowledged that while these policies are often well-intentioned, they sometimes deter pet owners. “The need for industry standards and best practices is clear,” Bule said. Hotels could benefit from a clear playbook on effective policies, services and amenities that meet the expectations of pet travelers while ensuring a safe environment for all guests.


“An industry-wide code of conduct for dog owners staying in hotels is needed, one based on best practice, careful consultation with dog ownership communities and of course with the support of the hotels themselves,” Bule said.


The pet travel boom is an adorable chaos. While some hotels are cutting costs and putting an end to it, smart brands are competing for the hearts of travelers who see their furry companions as family. So the real winners in 2025 will be the companies that understand that pets don’t just come along, but are part of the main event. The future isn’t just pet-friendly; it’s pet first.



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