- Amadeus: Travel increasingly used as a mental health reset.
- Personalization offers revenue as guests pay for comfort features.
- AI adoption accelerates as most hoteliers plan 2026 investments.
MODERN TRAVEL IS increasingly used as a mental health reset rather than leisure, according to Amadeus. Travelers prioritize emotional well-being, self-discovery and personal growth as core motivations for travel.
The company’s latest report, “Travel Dreams 2026: From Data to Delight,” found that 41 percent of 6,000 travelers surveyed want to return from a trip with a calmer nervous system, while one-third describe their ideal destination as one that encourages a digital detox because their surroundings are more engaging than their devices.
“Mental well-being is no longer a spa-only concept,” said Francisco Pérez-Lozao Rüter, president of hospitality at Amadeus. “It is embedded in operational details such as giving travelers back time, quiet and comfort, as well as emotional safety. Hotels that reduce cognitive load rather than add stimulation are better aligned with how travelers now use travel for recovery and self-regulation.”
Personalization also offers revenue potential as guests show growing willingness to pay for features that enhance comfort, reduce friction and give them more control over their stay. In-demand attributes include flexible check-in and check-out times, preferred room views and floor levels, welcome amenities, sleep optimization offerings, improved air quality and local experience kits.
With 74 percent of travelers seeking personalized experiences, the findings suggest a 150-room midscale hotel could generate up to $1 million in incremental annual revenue by monetizing these attributes without adding inventory, Amadeus said.
AI, sustainability emerge as priorities
AI adoption across hospitality is accelerating, with nearly all hoteliers planning investments in 2026, the report said. Average spend per property is projected at $320,000 globally and $400,000 in the United States, with investments focused on revenue intelligence, forecasting, automation and chatbots.
“AI and sustainability are reshaping travel, but both must enhance the human experience,” Pérez-Lozao Rüter said. “AI should reduce friction and anticipate needs, while strong environmental practices build trust, influence decisions and justify premium pricing. Together, they define the hotels travelers increasingly seek.”
A January study by TakeUp also found that about 90 percent of U.S. travelers are aware that AI tools can help plan or book travel. Travelers use AI to compare prices, evaluate accommodations and make booking decisions.
Generative Engine Optimization and Search Engine Optimization emerged as top demand-generation priorities, as 69 percent of travelers rely solely on AI-generated search summaries, making visibility in generative search ecosystems essential.
Sustainability has become a core expectation, the report said.
Three-quarters of travelers say environmental credentials influence their hotel choice and those who prioritize sustainability are willing to pay an average premium of 11.7 percent per night.
All hoteliers surveyed plan to invest in sustainability initiatives in 2026, allocating an average of 7 percent of total business expenditure, while more than a third identified sustainability as a key differentiator for their properties.
Separately, Radisson Hotel Group recently said it aims for 100 hotels to reach net-zero status by 2030. The target builds on last year’s pilot of its Verified Net Zero Hotels program, which eliminates fossil fuel use and cuts carbon emissions across operations.
