Today’s travelers
want more. They expect more. And, perhaps more importantly, they dream more—in
a world where inspiration comes from everywhere at once and stories, images and
ideas are shared endlessly through social media.
New global research
from Amadeus, Travel Dreams 2026: From data to
delight, built from surveying thousands of travelers and more than 500
hoteliers worldwide, shows how those dreams are now shaping hospitality at a
time when turning anticipation into emotionally rewarding guest experiences is
more achievable than ever before. Ease is becoming as important as amenities.
According to the
study, 74% of travelers now expect personalization. But what that means is
shifting. It’s less about big gestures and more about practical choices that
make the trip run smoothly, such as picking a room
that fits their needs, adjusting arrival and departure times or small touches
that help them rest and recharge.
Much of this shift
comes down to wellbeing. The research shows that 41% of travelers want to
return home feeling calmer, and almost a third see their ideal destination as a
place where a digital detox feels natural, where the surroundings are more
engaging than their screens.
The findings point
to a broader trend: travel is increasingly about emotional restoration. Mental
wellbeing now extends far beyond spas, touching everyday operational choices.
Travelers aren’t looking for more entertainment; they want experiences that
make their trip easier.
Ease has become a revenue opportunity
This shift has real business impact. Travel Dreams 2026 shows
which room and service features matter most to travelers: early check-in and
late check-out, room views or floor preferences, personalized welcomes,
sleep-friendly touches and better air quality.
When hotels offer
these at the right time in the guest journey, the results are clear. Our modeling
suggests that a midscale property could earn up to $1 million extra per year
just by highlighting these in-demand features—no new rooms or renovations
needed.
AI is moving from trip planning to on-property personalization
Artificial
intelligence (AI) is increasingly supporting this shift in traveler
expectations. Last year’s Travel Dreams report showed guests growing comfortable with AI helping plan their trips. This
year, the role of AI is changing: it is becoming the engine that is empowering travelers to create more personalized experiences.
Among the 500
hoteliers surveyed, nearly all plan to invest in AI in 2026, with average
spending of $320,000 per property globally and $400,000 in the U.S. The focus
is on tools that make stays more seamless and tailored, from automation and
forecasting to revenue intelligence and conversational interfaces.
AI is also
transforming how travelers discover hotels. The study revealed that 69% of
travelers now rely entirely on AI-generated summaries when researching where to
stay. This shift makes generative engine optimization (GEO) as important as
SEO, with hotels needing to ensure they appear in AI-summarized
recommendations.
Yet the data is also clear: travelers still want the human touch. They value
staff who welcome them, help them and look after
them.
AI is at its best when it quietly removes friction behind the scenes, automating logistics, anticipating needs and freeing teams to focus on care and connection.
Personalization now includes values
Sustainability adds
another layer to the desire for personalization. Seventy-five percent of travelers say a hotel’s sustainability credentials influence their booking
decision, and sustainability-minded travelers are willing to pay an average
premium of 11.7% for properties with stronger practices. This broadens the
definition of personalization. It is not just about comfort and convenience. It
is also about alignment with values.
Increasingly, travelers want their choices to reflect
what they believe in, and sustainability has become one of the clearest
indicators of that alignment. Hoteliers recognize this shift: all 500 surveyed
say they plan to increase their sustainability investments in 2026, dedicating
an average of 7% of expenditure to environmental initiatives.
The study also
includes insights from destination management organizations around the world,
showing how destinations are adapting to these trends. Experiences are becoming
more mindful, curated and emotionally engaging. While preferences vary by
region, the trend is consistent: personalization now shapes how travelers pick
destinations, choose hotels, enjoy their stay and decide whether to return. It’s also influencing
loyalty, word of mouth and how destinations are perceived.
Travel Dreams 2026
shows both hotels and destinations moving toward experiences that feel more
personal and more meaningful. Personalization helps turn a trip from something
pleasant into something that stays with the traveler long after they’ve gone
home. It bridges the gap between accommodation and experience, between passing
through a place and feeling genuinely welcomed. In the end, it isn’t about
adding more. It’s about focusing on what matters.
About the author...
Francisco
Pérez-Lozao Rüter is president of hospitality at Amadeus.