Global Hotel Alliance Reveals What Travel Will Look Like in 2026
The study of 34 million GHA DISCOVERY members shows travelers will prioritize personal expression over destinations, with leisure trips averaging 6 vs 4 business trips.
Visioning 2026
Welcome to our annual visioning section, where we look ahead to what the next year will bring for hospitality. Here we bring together market expectations, evolving traveller behaviour, technology shifts, sustainability priorities, and fresh ideas from across the industry. The goal is simple: to help hoteliers and partners spot the signals early, understand what is changing, and turn insight into practical action for the year ahead.
The 2026 Hotel Marketing Playbook: Trust-led Multichannel Growth (TMG)
The author proposes a Trust-led Multichannel Growth approach emphasizing authenticity over traditional traffic metrics, combining social media, OTA management, and AI-powered content scaling.
By Chris Zhao, Senior Product Manager - SEM/SEO, Travel Media Group
Minor Hotels Travel Trends Report Reveals Optimism and Travellers’ Search for Connection in 2026
Survey of travelers finds 94% plan to maintain or increase travel frequency in 2026, with wellness, cultural immersion and sustainability driving booking decisions.
EHL Insights Hospitality Outlook Report 2026
EHL faculty experts identify five key trends shaping hospitality through 2026, from AI agents and regenerative practices to human-centric leadership addressing the industry's 460 million employee shortage.
By Bianca Lüthy, Corporate Content Manager, EHL
The Irreversible Shift: Why Your Distribution Model Must Be AI-Native by 2030
Hotels must invest in unified data architecture and AI-native distribution by 2030 to reduce OTA dependency and capture direct bookings through AI agents.
By Mark Fancourt, Co-Founder & Principal Consultant, TRAVHOTECH
Five Trends Shaping the Hospitality Landscape in 2026
WATG identifies five design trends for 2026, including F&B as destination driver, evidence-based wellness, and ultra-luxury expansion targeting growing UHNW segment.
Agentic AI for Hotels: Mews outlines the future of intelligent hospitality
Mews' new report outlines how autonomous AI agents will coordinate hotel revenue, operations, and guest services while keeping humans in control of hospitality delivery.
BCD releases 2026 business travel outlook
BCD Travel has released its next Travel Market Report dedicated to a 2026 Outlook on key risks and solutions, updates on the state of air travel pricing, hotel room rates and car rentals, and a summary of important sustainability trends. Key highlights from the report for corporate travel programs to consider include:
PwC UK Hotels Forecast 2025 - 2026: Selective resilience
The UK hotel sector enters 2026 with a sense of resilience and renewed confidence. Despite a backdrop of economic headwinds and rising operational costs, the market continues to demonstrate stability - supported by resilient international demand, event-led travel, and a steady recovery in domestic leisure.
European Business Travel Spending to Reach 389.9 Billion Euros in 2026, Signalling Robust Growth and Shifting Traveller Priorities
Despite ongoing global economic challenges and political uncertainty, business travel in Europe continues to demonstrate remarkable resilience and growth. According to regional findings released from the latest GBTA Business Travel Index Outlook (“GBTA BTI™”), business travel spending is projected to reach 389.9 billion euros* ($448.2 billion USD) in 2026, marking a significant 8.2% increase from 2025. This positions Europe as a key driver of global business travel recovery, accounting for a substantial share of total global spending.
CBRE Hotels Canada Industry 2026 Outlook
CBRE Hotels prepares annual industry outlooks for the Canadian accommodation industry. This release details CBRE's 5-year national outlook, an updated 2025 forecast, and the 2026 outlook for 13 Canadian major markets and the provinces.
Global Business Travel and Events Prices Set to Stabilize Through 2025 and 2026, Amid Looming Economic Uncertainty
After several years of pandemic-induced volatility and recovery-driven spikes, business travel prices began showing signs of moderation last year. Now, prices are set to stabilize further over the next 18 months, according to the latest edition of the annual Global Business Travel Forecast released by CWT, the business travel and meetings specialist, and GBTA, the world’s largest business travel trade organization.
CoStar, Tourism Economics downgrade U.S. hotel forecast through 2026
CoStar and Tourism Economics downgraded growth projections in a revised 2025-26 U.S. hotel forecast just released at the NYU International Hospitality Investment Forum.