Amadeus has released its latest research, "Travel Dreams 2026: From data to delight," revealing significant shifts in traveller priorities.
The study, which surveyed 6,000 travellers and 500 hoteliers globally, highlights mental wellbeing, personalisation, and sustainability as central to travel decisions. The findings indicate that 41% of travellers now view travel as a mental health reset, aspiring to return with a calmer nervous system.
The research underscores the growing demand for personalised travel experiences, with 74% of respondents expressing a desire for trips tailored to their preferences. This trend presents a lucrative opportunity for hoteliers, as personalised attributes like early check-in and room view selection could generate an additional $1 million (US$1 million) annually for a 150-room hotel.
Sustainability also emerged as a crucial factor, with three-quarters of travellers considering environmental credentials when choosing accommodation. Many are willing to pay nearly 12% more for hotels with strong sustainability practices. Francisco Pérez-Lozao Rüter, President of Hospitality at Amadeus, noted, "AI and sustainability are reshaping travel: both must enhance the human experience rather than replace it."
The study further reveals a rise in solo travel, with 22% of travellers planning solo trips in the next year. Additionally, AI is becoming integral to hotel operations, with significant investments planned for 2026 to enhance revenue intelligence and guest experiences.
As the hospitality industry adapts to these evolving demands, the emphasis on mental wellbeing, personalisation, and sustainability is set to redefine travel experiences, offering both challenges and opportunities for hoteliers worldwide
This story was selected and published by a human editor, with content adapted from original press material using AI tools. Spot an error? Report it here.
