Diving deeper: Hidden insights from Travel Dreams 2026

Travel Dreams 2026: From data to delight has been one of the most ambitious hospitality research projects we’ve taken on at Amadeus. Together with our partners, we spoke to 6,000 travelers across key markets, connected with 500 senior hoteliers, and heard directly from select destination management organizations around the world. What stood out to me is just how rich the insights are.

The full report brings many of them to life, offering a 360-degree view of where hospitality is today, and where it’s heading. We’re seeing AI play an increasingly central role across the entire journey, from planning to how trips are experienced and reviewed.

At the same time, travelers are placing more value on wellbeing, looking for journeys that genuinely help them switch off and reset. Sustainability also continues to rise up the agenda, even against a complex and shifting geopolitical backdrop.

But beyond the big themes, it’s often the smaller, less obvious insights that are illuminating. With thousands of data points to explore, there are plenty of unexpected stories beneath the surface, and here we take a closer look.

Harness guest-generated content to drive demand

It’s no surprise social media plays a big role in driving demand for hotels, yet what really stood out to me in Travel Dreams 2026 is just how much that role has evolved. Social is no longer just about polished images of infinity pools.

What’s clear is that guests themselves are becoming part of the story. In fact, the largest group of hoteliers pointed to ‘sharing guest testimonials and user-generated content’ (38%) as the biggest opportunity to exploit social media. There’s something powerful about letting real experiences speak for themselves. At the same time, many hoteliers are starting to treat social as a service channel too, with 37% seeing value in using it to handle guest questions and interactions in real time.

From a commercial perspective, the opportunities are just as broad, whether it’s ‘promoting seasonal offers,’ ‘driving traffic to booking engines through paid campaigns,’ ‘running competitions,’ or ‘working with influencers’. There’s no single playbook for hoteliers, but a growing set of tools to tell better stories, enhance the guest experience, and ultimately drive bookings.

As a representative from Malaysia Tourism told us: “Digital platforms, travel blogs, and social media now make it easier for solo travelers to access safety information, connect with other travelers, and find suitable accommodations. This digital ecosystem empowers travelers with confidence and encourages more independent travel.”

With that opportunity comes complexity. Hoteliers today are surrounded by data, from online reviews and market reports to competitor benchmarks and direct guest feedback.

That’s probably why the most common tech investment cited by hoteliers was around data integration. Many want to bring everything together, make it usable, and turn insight into action.

AI is already driving operational excellence

When it comes to the hot topic of AI, we are seeing real-world impact, today. All hoteliers bar one said they are planning to invest in AI. Some 60% of hoteliers currently use, or plan to use, AI for ‘predictive housekeeping and room assignment,’ while similar numbers will do so for ‘voice assistants in rooms for guests’. AI is not just an abstract data management tool; it can be used to more effectively manage staff resources and assist guests while on property.

Some markets are investing big to take advantage of the opportunities, with 6% of hoteliers in South Africa planning to invest more than $1m in AI this year, ahead of any other market.

In qualitative answers, hoteliers framed AI as a strategic advantage, not a luxury. They are seeking to use it for automating check‑in/check‑out, managing housekeeping and maintenance, enabling predictive maintenance, and automating staff scheduling.

The sentiment is that AI will free staff to focus on human connection, not replace them. From enabling hotels to deliver great service, to helping them exceed the expectations of large groups, technology puts efficiency at the heart of the operation, so staff can shine. New tools can help automate tasks, giving teams more time to focus on customers, be more productive, and feel more motivated.

The future of differentiation and loyalty is simple, but diverse

Finally, while many travelers want simplicity from loyalty schemes – seeking discounts (47%) and upgrades (31%) – smaller subsets are looking for more imaginative options. ‘Local partnerships or destination-based perks’ (20%) were sought by travelers, as well as ‘sustainability-focused rewards’ (19%), suggesting innovative loyalty schemes can tap into a range of aspirations from travelers. There is clearly an appetite for loyalty to be much more inventive than it is today.

When it comes to payments, small numbers of travelers are also open to diverse methods including buy now, pay later (BNPL) (6%) and cryptocurrency (2%).

Travel Dreams 2026 has provided tremendous insight into our industry, highlighting a growing appetite to do things differently and embrace new solutions that capture opportunity in real time. Initiatives like this bring Amadeus closer to its customers, deepening our understanding of evolving needs and enabling us to co-create the solutions our partners need not just to compete, but to thrive.