Global Hotel Alliance highlights priorities in travel in 2026

What travel will look like in 2026

– Travel will be more personal
For next year’s travelers, trips are becoming more reflective of personal identity than simple movement from place to place. 65% say travel expresses who they are, and nearly 90% agree or remain neutral on that point overall. Half of Gen Z respondents say travel matters more to them than career milestones—underscoring that global experiences are the new markers of achievement.

This mindset is especially strong in Germany, the US, Thailand, the UAE, and India, where destinations increasingly serve as expressions of personal values and individuality.

– Travel will be leisure-led
The urge to travel for enjoyment is stronger than ever. In 2026, travelers expect to take an average of six leisure trips, compared with four for business. Nearly half (47%) anticipate increasing their personal travel, while only 12% plan to travel more for work. Gen Z and Millennials are driving the trend—65% of Gen Z say they’ll travel more for fun—while Boomers prefer fewer but longer restorative getaways.

More than 40% expect to travel internationally for personal trips, with China, Thailand, and India leading the way in overnight stays abroad.

– Travel will be more exploratory
Curiosity is reshaping trip planning. Sixty-two percent say they’d rather visit new destinations than return to familiar ones. Among the 38% who do revisit places, most say it’s to experience them more deeply. Gen Z shows the strongest desire for discovery (72%), along with travelers from India, the UAE, and China. When choosing destinations, travelers prioritize safety and comfort (57%), followed by cultural curiosity (41%) and wellness (38%). For Gen Z, curiosity comes first.

– Travel will be slower and more intentional
High-speed itineraries are giving way to slower, more meaningful travel. About 60% prefer smaller cities and rural retreats over major urban centers—China is the only market where large cities remain the top choice (51%). Forty-two percent want restful, unplanned trips, compared with 36% who still prefer sightseeing-heavy schedules. Interest in relaxed itineraries is highest in Malaysia (55%) and the UK (53%), while travelers in China and the US (both 43%) are more likely to pursue fast-paced agendas.

– The rise of the selective splurge
Travelers are becoming more discerning: 79% say they prefer targeted upgrades rather than free-for-all spending, favoring comfort and value. Germany has the highest share of “splurge freely” respondents (22%), while 63% of those in Asia-Pacific say they’ll spend more carefully.

Luxury is also being redefined. While 78% still associate it with boutique or five-star hotels, more travelers now connect luxury with personalized service, fine dining, and flexibility. And 86% say hotel quality is the one part of travel they refuse to compromise on.

– Loyalty will become lifestyle
Travel loyalty is shifting from points to belonging. For 2026, 44% of members say room upgrades, early check-in, and late check-out are their most valued perks. Seventy-three percent would consider buying a travel subscription that offers ongoing lifestyle benefits. Members also cite time savings (56%), exclusive access (50%), and personalized recognition (47%) as essential to a rewarding stay.

– Travel will be smarter and more seamless
Tech-enabled travel is now the norm. Six in ten members have used AI tools—such as ChatGPT or Gemini—to plan trips, with the highest use among Gen Z (79%) and the lowest among Boomers (31%). China, Thailand, and Singapore lead in AI adoption. Travelers value contactless payments (56%), digital room keys, and biometric boarding the most. When booking, 42% prefer loyalty apps or hotel brand sites over third-party platforms.

Asia leads global travel wish lists for 2026

Asia continues to dominate global travel dreams. Japan tops the list as the world’s most sought-after destination, cited by 14% of travelers, and it leads wish lists in Thailand, Malaysia, the UAE, Singapore, and Australia. China ranks second (7%) and Thailand third (6%)—together accounting for nearly one in three dream trips next year.

Travel inspiration is also shifting. Friends and family (36%) remain the top source, but Instagram now sits in second place (34%), surpassing traditional media. YouTube leads in Japan and Thailand, while TikTok dominates in China, showing that Asia is influencing not just where people travel, but how they imagine and plan their trips.

“Our 2026 study paints a picture of a traveler who’s more thoughtful and values-driven than ever,” said Kristi Gole, Executive Vice President of Strategy at Global Hotel Alliance. “They’re traveling less for work and more for meaning, choosing experiences that reflect who they are. What’s especially exciting is how loyalty has evolved; for GHA DISCOVERY members, it’s about lifestyle, recognition, and a sense of belonging wherever they go.”