In Brief: New research from Amadeus reveals that in 2026, travelers will prioritize mental wellbeing, personalized experiences, and sustainability when choosing hotels, with many willing to pay more for these features and hoteliers planning significant investments in AI and environmental initiatives.
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Travelers to Prioritize Mental Wellbeing, Personalization, and Sustainability in Hotels in 2026, Amadeus Study Finds – Image Credit Unsplash+
Changing Traveler Priorities: Mental Wellbeing Takes Center Stage
A recent study by Amadeus, titled “Travel Dreams 2026: From data to delight,” highlights a shift in travel motivations. The survey of 6,000 travelers found that modern travel is increasingly seen as a means of supporting mental health, not just for leisure. According to the research, 41% of respondents want to return from trips with a calmer nervous system. Additionally, about one-third of travelers now look for destinations that encourage digital detox, preferring places where the environment is engaging enough to reduce reliance on technology.
The findings suggest that mental well-being is becoming a core expectation for hotel guests. This trend extends beyond traditional spa services to operational aspects, providing guests with more time, quiet, comfort, and emotional safety. Hotels that design experiences to reduce cognitive load and allow for relaxation are better positioned to meet these evolving traveler needs.
Personalization and Revenue Opportunities for Hotels
The study also shows a strong demand for personalized hotel experiences. Seventy-four percent of travelers express a desire for trips tailored to their preferences. The six most popular personalized attributes identified by the research are early check-in or late check-out, room view or floor selection, personalized welcome amenities, sleep optimization packages, enhanced room air quality and local experience kits or curated guides.
Amadeus estimates that a 150-room, mid-scale hotel could generate up to US$1 million in additional annual revenue by effectively retailing these attributes, without expanding room inventory. This highlights the financial incentives for hotels to invest in personalization.
AI Adoption in Hospitality: Enhancing, Not Replacing, Human Service
Artificial intelligence is set to play a significant role in the hospitality sector in 2026. According to the report, nearly all surveyed hoteliers plan to invest in AI, with average budgets of $320,000 per hotel, and up to $400,000 in the U.S. AI investments will focus on revenue management, forecasting, automation, and customer service chatbots.
The study notes that 69% of travelers rely solely on AI-generated search summaries when planning trips, making visibility in generative search a top priority for hotels. However, the research also indicates that travelers still value human interaction. The preferred approach is for AI to operate in the background, supporting staff and personalizing guest experiences without replacing personal service.
Sustainability as a Key Differentiator
Sustainability has become a decisive factor for travelers selecting hotels. Three-quarters of those surveyed say that a hotel’s sustainability credentials influence their choice. Among travelers who prioritize sustainability, many are willing to pay an average premium of 11.7% per night for hotels with strong environmental practices.
Hotels are responding by planning to allocate about 7% of their total business expenditure to sustainability initiatives in 2026. Over a third of hoteliers surveyed consider sustainability a key differentiator for their properties.
Conclusion: The Future of Hotel Value
The Amadeus “Travel Dreams 2026” report suggests that the hospitality industry is undergoing a transformation. Travelers are seeking experiences that support mental well-being, offer personalized options, and demonstrate a commitment to sustainability. Hotels that invest in these areas, supported by AI and operational changes, may see increased guest satisfaction and financial returns. However, the balance between technology and human service remains important, as travelers continue to value personal interaction alongside digital enhancements.
Download the full Travel Dreams 2026: From data to delight report.
