For hotel and travel brands, the research points towards demand for more personalised experiences, lifestyle-led loyalty propositions and seamless, tech-enabled journeys – with Asia, and particularly Japan, remaining at the top of global wish lists.
Travel becomes an expression of identity
According to the study, 65% of travellers say that travel expresses who they are, and nearly 90% either agree or remain neutral overall. Among Gen Z, 50% say travel matters more than career milestones, signalling that global experiences are increasingly seen as achievements in their own right.
This mindset is strongest in Germany, the US, Thailand, the UAE and India, where destinations are perceived as extensions of personal values and lifestyle rather than simply places to visit.
Leisure leads, as business travel stabilises
The research confirms that leisure will continue to outpace business travel in 2026. Travellers plan an average of six personal trips versus four business trips, with 47% expecting their leisure travel to increase, while only 12% anticipate travelling more for work.
Gen Z and Millennials are driving this leisure-led shift, with 65% of Gen Z planning to travel more for fun. Boomers, by contrast, are opting for fewer but longer and more restorative breaks. More than 40% of respondents expect to travel internationally for personal trips, with travellers from China, Thailand and India leading in overnight stays abroad.
Curiosity and exploration over repeat visits
The study shows a strong tilt towards discovery: 62% of travellers prefer to visit new destinations rather than return to old favourites. The 38% who do return say they seek to experience a familiar place more deeply.
The appetite for exploration is strongest among Gen Z (72%) and travellers from India, the UAE and China. When deciding where to go, 57% prioritise safety and comfort, followed by cultural curiosity (41%) and wellness (38%). For Gen Z specifically, curiosity is the leading driver of destination choice.
Slower, more conscious travel patterns
Fast, checklist-style itineraries are giving way to slower, more considered trips. Around 60% of travellers prefer small cities and rural escapes over major metropolises, with China the only market where iconic urban centres still dominate (51%).
In terms of trip style, 42% favour unplanned, restful stays, while 36% prefer action-packed, sightseeing-heavy agendas. Demand for laid-back itineraries is strongest in Malaysia (55%) and the UK (53%), whereas travellers in China and the US (both 43%) are more likely to choose fast-paced, landmark-focused trips.
Selective luxury replaces indiscriminate splurging
The research identifies a shift towards “selective splurge” behaviour. 79% of travellers say they will spend on quality upgrades rather than splurge freely, seeking value and comfort over conspicuous consumption. Germany records the highest share of those willing to “splurge freely” (22%), while 63% of Asia-Pacific travellers prefer to spend more thoughtfully.
Traditional luxury remains important: 78% still associate it with five-star or boutique hotels. However, more travellers now define luxury by personalised service, gourmet dining and flexibility. Crucially, 86% say hotel quality is the one aspect of travel they will not compromise on, underlining the importance of consistent standards and experience delivery.
Loyalty evolves into lifestyle
For 2026, loyalty is less about points and more about lifestyle resonance. 44% of GHA DISCOVERY members say their most valued perks are room upgrades, early check-in and late check-out. At the same time, 73% would consider purchasing a travel subscription that offers ongoing lifestyle benefits.
Members rank time-saving (56%), exclusive access (50%) and recognition (47%) as key components of a rewarding stay, signalling opportunities for hotel groups to design loyalty propositions that extend beyond the hotel stay into daily life and broader experiences.
Tech-enabled, AI-assisted journeys
The report confirms that tech-enabled travel is now mainstream. Six in ten respondents have already used AI tools such as ChatGPT or Gemini to plan trips, with adoption highest among Gen Z (79%) and lowest among Boomers (31%). China, Thailand and Singapore lead on AI usage.
In terms of concrete innovations, contactless payments (56%), digital hotel keys and biometric boarding rank among the most valued. When it comes to booking, 42% of travellers favour hotel loyalty apps or brand websites over third-party platforms, reinforcing the strategic importance of direct digital channels for hotels.
Asia – and Japan – lead global wish lists
Asia remains the world’s most desired travel region for 2026. Japan is the single most sought-after destination, named by 14% of travellers and topping wish lists in Thailand, Malaysia, the UAE, Singapore and Australia. China ranks second (7%) and Thailand third (6%), meaning the three together account for almost one in three dream trips next year.
Trip inspiration is increasingly driven by trusted voices and visual platforms. Friends and family remain the primary influence (36%), while Instagram has risen to second place (34%), overtaking traditional media. YouTube is the leading inspiration source in Japan and Thailand, while TikTok dominates in China, illustrating that Asia is now shaping both where people travel and how they dream about their trips.
A more thoughtful, values-driven traveller
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| GHA’s Executive Vice President Strategy Kristi Gole. |
Summing up the findings, Kristi Gole, Executive Vice President of Strategy at Global Hotel Alliance, said: “Our 2026 study paints a picture of a traveller who’s more thoughtful and values-driven than ever. They are travelling less for work, more for meaning, and choosing experiences that reflect who they are. What’s particularly exciting is how loyalty has evolved; for GHA DISCOVERY members, it’s about lifestyle, recognition, and belonging wherever they go.”
Tags: Kristi Gole, Global Hotel Alliance