Amadeus reports highlights, travel becomes mental health reset tool

Personalized attributes can unlock US$1 million** per year, per hotel

The focus on mental health is further reflected in Travel Dreams 2026 research, which shows guests are willing to pay a premium for features that reduce friction, add comfort, and give them a sense of control. The top six revenue generating attributes identified were (in order of traveler preference):

– Early check-in / late check-out 

– Room view / floor selection 

– Personalized welcome amenities 

– Sleep optimization packages 

– Enhanced oxygen and air quality in rooms 

– Local experience kits / curated guides

Some 74% of travelers say they want their trips to be personalized, and the results suggest that if modern retailing opportunities like room attributes are pitched strategically, they can deliver significant returns. A 150-room, mid-scale hotel could generate an additional US$1million in incremental annual revenue by monetizing these popular attributes.**

AI critical to reducing friction – but must not replace the human touch

AI implementation is accelerating – with only one hotelier out of 500 questioned not planning to invest in this area in 2026.

Per hotel, the average spend being earmarked for AI in 2026 is $320,000, rising to $400,000 in the United States. Hoteliers say this spend will focus on revenue intelligence, forecasting, automation, and chatbots.

Getting generative engine optimization (GEO) and search engine optimization (SEO) right is the top reported demand-generation priority for hoteliers in 2026. With 69% of travelers reportedly relying solely on AI search summaries, visibility within generative search is now essential to reaching target audiences.x

Added Pérez-Lozao Rüter : “With AI adoption becoming virtually universal among hoteliers around the world and generative search reshaping how travelers discover and choose brands, 2026 will be the year the industry turns digital ambition into decisive, competitive action.”

However, Travel Dreams 2026 research makes one thing clear: travelers still value the human touch. They want people to welcome them, help them, and look after them. These results suggest that AI may be best working quietly in the background, such as adapting rooms to their preferences, minimizing waiting and uncertainty, and helping staff respond faster, so the entire stay feels effortless.

Sustainability shown as key differentiator

Sustainability has shifted from a ‘nice to have’ to a core expectation, with three quarters of travelers saying sustainability credentials influence their hotel choice. Among travelers who value sustainability, many are also willing to pay a price premium, averaging 11.7% more for a night at a hotel with stronger environmental practices.

All the hoteliers researched in Travel Dreams 2026 said they are actively planning to spend on sustainability initiatives in 2026 with an average spend of around 7% of total business expenditure. Over a third of hoteliers (35%) also stated that sustainability was a key factor in how they differentiate a property.

Pérez-Lozao Rüter commented, “AI and sustainability are reshaping travel: both must enhance the human experience rather than replace it. AI should work behind the scenes and aim to reduce friction, anticipate needs, and let staff focus on welcoming and caring for guests, while strong environmental credentials build trust, influence choices, and can even justify premium pricing. Together, they define the hotels that travelers increasingly seek.”

To download the full “Travel Dreams 2026: From data to delight” report, click here.

^**Indicative annual revenue potential from attribute‑based merchandising