Jennifer Axness
Originally published on PhocusWire
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.
