AI, wellbeing, and sustainability reshape hotel guest experience

New research from travel technology company Amadeus highlights a shift in traveller priorities, with mental wellbeing, artificial intelligence (AI) integration, and sustainability reshaping hospitality strategy.

The Travel Dreams 2026 report, based on surveys of 6,000 travellers, indicates travel is increasingly viewed as a form of self-regulation rather than simple leisure. Some 41% of respondents aim to return from trips with a “calmer nervous system”, while a third favour destinations that encourage digital detox.

“Mental wellbeing is no longer a spa-only concept… Hotels that design experiences to reduce cognitive load, rather than adding stimulation, are better aligned with how travellers now use travel,” said Francisco Pérez-Lozao Rüter, President, Hospitality at Amadeus.

Personalisation is also emerging as a major revenue driver. The study suggests a 150-room hotel could generate up to US$1 million annually through add-ons such as early check-in, room selection, and sleep optimisation packages, with 74% of travellers seeking tailored experiences.

AI investment is accelerating, with nearly all surveyed hoteliers planning spending in 2026. However, the report stresses technology should operate “quietly in the background” while preserving human interaction.

Sustainability is another key differentiator, with travellers willing to pay an average 11.7% premium for environmentally responsible stays, reinforcing its growing commercial importance.