The Global Hotel Alliance (GHA) gives insights into travel trends for 2026, showing that future travelers will prioritize personal expression, meaningful experiences and deliberate choices.
Travel will become more personal
65 percent of travelers report that their journeys now reflect personal identity, with Gen Z placing travel above traditional career milestones. Moreover, destinations are increasingly selected for the values they represent, particularly among travelers in Germany, the US, Thailand, the UAE and India.
Leisure travel
Leisure travel will dominate, with 2026 travelers planning six personal trips compared with four business trips, reflecting a growing focus on enjoyment. Nearly half of respondents expect leisure travel to increase, while only 12 percent anticipate more business-related travel.
Exploration
Curiosity is reshaping travel, as 62 percent of travelers prefer discovering new destinations instead of revisiting familiar ones, especially among Gen Z. Meanwhile, safety, cultural curiosity and wellness remain important, although younger generations prioritize discovery and novel experiences above other factors.
Conscious travel
60 percent of travelers now favor small cities and rural escapes rather than fast-paced urban itineraries, marking a shift toward meaningful breaks. Additionally, 42 percent prefer unplanned, restful journeys, contrasting with 36 percent who favor action-packed sightseeing schedules.
Selective luxury travel
Travelers are becoming more discerning, with 79 percent planning to spend on meaningful upgrades rather than indulging in unrestricted experiences. Germany records the highest share of spontaneous luxury spenders at 22 percent, while 63 percent of Asia-Pacific travelers opt for thoughtful spending.
Loyalty lifestyle
Meanwhile, 44 percent of members say room upgrades, early check-in and late check-out remain the most valued loyalty benefits, reflecting evolving expectations. Also, 73 percent would consider travel subscriptions offering ongoing lifestyle perks, reinforcing loyalty’s shift from points collection to meaningful recognition.
Technology and seamless travel
The tech-enabled traveler is here to stay, with 60 percent already using AI tools such as ChatGPT to plan trips efficiently. Additionally, contactless payments, digital hotel keys and biometric boarding continue gaining importance, particularly among younger Asia-Pacific travelers.
Asia dominates travel wish lists
Asia remains the world’s most popular travel region, with Japan leading at 14 percent, followed by China at 7 percent and Thailand at 6 percent. Trip inspiration increasingly relies on trusted voices, with 36 percent consulting friends and family first, while visual platforms such as Instagram and YouTube are rising sharply.
“Travelers are now more thoughtful and values-driven,” said Kristi Gole, executive VP of Strategy at GHA. “They seek experiences that reflect identity and loyalty that feels personal.”
Ultimately, 2026 travel will be slower, smarter and more personal, prioritizing authenticity, culture and wellness above speed, repetition or superficial luxury.
