Amadeus has released its latest research, “Travel Dreams 2026: From data to delight,” revealing significant shifts in traveler priorities.
The study, which surveyed 6,000 travelers and 500 hoteliers globally, highlights mental well-being, personalization, and sustainability as central to travel decisions. The findings indicate that 41% of travelers now view travel as a mental health reset, aspiring to return with a calmer nervous system.

The research underscores the growing demand for personalized travel experiences, with 74% of respondents expressing a desire for trips tailored to their preferences. This trend presents a lucrative opportunity for hoteliers, as personalized features 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 travelers considering environmental credentials when selecting accommodations. 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 indicates a rise in solo travel, with 22% of travelers 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 well-being, personalization, and sustainability is set to redefine travel experiences, offering both challenges and opportunities for hoteliers worldwide.