Amadeus Report: AI, Wellbeing, and Sustainability Reshaping Travel by 2026

Travel technology provider Amadeus has released its "Travel Dreams 2026: From data to delight" research, highlighting key trends shaping the future of travel. The study reveals that travel is increasingly viewed as a means for mental health reset and self-discovery, beyond just leisure.

Out of 6,000 surveyed travelers, 41% aspire to return from a trip with a calmer nervous system. A third described an ideal destination as one that inspires a digital detox due to its engaging environment. This underscores the need for hotels to focus on operational details that offer time, quiet, comfort, and emotional safety.

Travelers are also willing to pay more for personalized attributes that reduce friction and enhance a sense of control. The top six revenue-generating attributes identified include early check-in/late check-out, room view/floor selection, personalized welcome amenities, sleep optimization packages, enhanced in-room oxygen and air quality, and curated local experience kits.

Artificial intelligence (AI) is playing an increasingly significant role, with nearly all hotels planning AI investments in 2026, focusing on revenue intelligence, forecasting, automation, and chatbots. Despite this, travelers continue to value human interaction, suggesting AI is best utilized in the background to streamline processes and support staff.

Sustainability has emerged as a key differentiator, influencing hotel choices for three-quarters of travelers. Those who value sustainability are willing to pay an average premium of nearly 12% for hotels with stronger environmental practices. Hotels, in turn, are planning substantial investments in sustainability initiatives, viewing it as a crucial area for differentiation.