Global Hotel Alliance Unveils What Travel Will Look Like in 2026

Photo: Global Hotel Alliance

The global travel landscape is undergoing a profound transformation, and 2026 is set to become a defining year. Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands headquartered in the UAE, has released new insights based on the behaviour of its 34 million GHA DISCOVERY members.

The findings reveal a clear direction: travelers are becoming more intentional, value-driven and eager for meaningful, personalized experiences. Travel in 2026 will be slower, smarter and more connected than ever before.

Travel as a reflection of identity

Personalization is moving to the forefront: 65% of travelers say their journeys express who they are, while nearly 90% agree or remain neutral. Among Gen Z, 50% consider travel more important than career achievements, underscoring how global experiences have become a new form of accomplishment.

This pattern is strongest in Germany, the US, Thailand, the UAE and India — places where travel choices increasingly mirror personal values.

Leisure overtakes business travel

Leisure travel will dominate in 2026. On average, travelers plan six personal trips compared to just four business trips. Nearly half expect to travel more for pleasure, driven largely by Gen Z and millennials.

Baby boomers, meanwhile, prefer fewer but longer restorative journeys. Over 40% plan to travel internationally, with China, Thailand and India leading in expected overnight stays.

Curiosity drives new destinations

Curiosity is reshaping how travelers choose their next journey. 62% prefer exploring new destinations rather than returning to old favourites. Among Gen Z, the number climbs to 72%.

Safety and comfort remain top priorities at 57%, followed by cultural curiosity (41%) and well-being (38%). For young travelers, curiosity influences nearly every decision they make.

The rise of slow and mindful travel

Fast-paced itineraries are giving way to quieter, deeper experiences. 60% prefer small towns and rural escapes over major cities. Only China remains an exception, still favouring iconic urban centres.

Unstructured trips are growing in popularity: 42% favour relaxed journeys with room for spontaneity. Travelers in Malaysia and the UK lead in choosing slow travel over sightseeing-heavy schedules.

Selective luxury and mindful spending

Luxury is being redefined. 79% say they will spend selectively, investing in meaningful upgrades rather than splurging indiscriminately.

While 78–86% still associate luxury with five-star and boutique hotels, personalized service, culinary excellence and flexibility are becoming equally important. In the Asia-Pacific region, 63% prefer thoughtful, intentional spending.

Smarter journeys: technology as the norm

Technology is now central to travel planning. 60% of travelers use AI tools like ChatGPT and Gemini. Among Gen Z, this figure reaches 79%, while only 31% of baby boomers do the same. China, Thailand and Singapore lead in AI adoption.

Contactless payments, digital room keys and biometrics are among the fastest-adopted innovations. At booking stage, 42% prefer loyalty apps and brand websites to third-party platforms.

US travelers show a unique pattern: despite technological options, comfort remains the top priority, and only 45% report using AI tools — below the global average.

Asia leads global travel aspirations

Asia continues to dominate bucket lists worldwide. Japan ranks number one, chosen by 14% of travelers. China follows at 7%, and Thailand at 6%. Together, they will account for nearly one-third of all dream trips in 2026.

Travel inspiration comes from personal connections and visual media: friends and family lead at 36%, Instagram ranks second at 34%, YouTube dominates Japan and Thailand, while TikTok shapes travel dreams in China.

According to International Investment, the GHA outlook highlights the crucial shift toward personalization, conscious spending, technology-driven planning and Asia-focused travel. Travelers are becoming more value-oriented, more selective and more emotionally invested in their journeys. These trends will define the global travel market in 2026 and reshape opportunities for hotels, tourism businesses and investors worldwide.