Amadeus: Wellbeing and sustainability are hospitality’s safe bets for 2026

6,000 travellers, 500 hoteliers, one clear trend

Amadeus has published the Travel Dreams 2026 results, a research project that combines booking data with surveys of 6,000 travellers and 500 hoteliers. The 2026 edition finds travel is increasingly used as a mental health reset: 41% of respondents aspire to return with a calmer nervous system, and a third describe an ideal destination that would prompt a digital detox. The study also charts growing demand for personalisation and for tangible sustainability proof points, with a particular focus on hospitality where it identifies near-term commercial levers.

The company highlights the revenue potential of attribute-based retail that meets these expectations without adding capacity. Travellers show particular interest in early check-in/late check-out, floor or view selection, personalised welcome amenities, sleep packages, enhanced air quality/oxygenation, and local experience kits. Modelling within the study suggests a 150-room mid-scale hotel could generate up to US$1 million in additional annual revenue by monetising these attributes. Three quarters of respondents say sustainability credentials influence hotel choice; among those who prioritise such factors, the average acceptable premium reaches 11.7% per night.

For travellers seeking time, calm, control and emotional safety, AI is cast as working quietly in the background to cut waiting and uncertainty and help staff respond faster, without replacing the human welcome. AI should also support acquisition by making this information available to generative engines (GEO). The study notes that 69% of travellers now rely on AI-produced search summaries.

‘Mental wellbeing is no longer a spa‑only concept’

The research points to a shift in value towards experiences that are less stimulating yet more soothing, personalised and transparent, backed by discreet, useful technology. That invites commercial and revenue teams to revisit product design and the pricing of micro‑benefits, while keeping execution simple and operational. Brands are also being pushed to improve visibility in generative search results to demonstrate alignment with expectations of tranquillity and environmental responsibility.

“Travel Dreams 2026 has clear implications for the hospitality sector. Mental wellbeing is no longer a spa‑only concept. It’s embedded in operational details such as giving travelers back time, quiet, and comfort, as well as emotional safety. Hotels that design experiences to reduce cognitive load, rather than adding stimulation, are better aligned with how travelers now use travel as a form of self‑regulation and recovery.” said Francisco Pérez‑Lozao Rüter, President, Hospitality, Amadeus.

Fieldwork was conducted in the fourth quarter of 2025. The 6,000 travellers surveyed covered six countries, while 500 hoteliers (general manager level and above) were questioned across nine countries. The research was carried out by Opinium Research.