Press ReleaseConsumer TrendsGlobal Hotel Alliance Reveals What Travel Will Look Like in 2026 Global Hotel Alliance (GHA) 3 December 2025 Travel will get more personal, with 65% of travellers saying it expresses who they are Leisure for pleasure will lead, 6 trips planned on average vs. 4 for business Exploration will rule, as 62% choose new destinations over old favourites Slow, conscious breaks will pick up as 60% seek small cities and rural escapes Selective luxury; 79% plan to spend on meaningful upgrades, rather than splurge freely Tech adoption to continue, with 60% already using AI tools to trip plan Asia remains world’s most desired travel region, led by Japan as top destination Dubai, UAE - UAE-headquartered Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, has revealed how the world will travel in 2026, based on insights from members of its award-winning GHA DISCOVERY loyalty programme, which now counts 34 million-plus travellers globally.
Survey results point to a more intentional traveller, one who values connection, comfort and authenticity over excess. From the rise of discerning spending and lifestyle-based loyalty to Asia’s continued dominance as a dream destination, travel in 2026 will be smarter, slower, and more personal than ever before.
For US-based members, comfort remains king. Flight comfort and hotel quality are non-negotiable priorities, while wellness-focused and relaxation-led trips are gaining popularity, particularly among Millennials. With 45% of US travellers having used AI to plan trips, they fall behind the 60% global average, suggesting a preference for personal touch over algorithms when crafting their journeys.
Here’s how the travel landscape is expected to shape up
Travel will be more personal For 2026 travellers, journeys are becoming more about who they are than where they go; 65% of travellers agree that travel expresses their identity, while nearly 90% agree or remain neutral overall. Among Gen Z, 50% say travel matters more than career milestones, proof that global experiences are now the new achievements. This mindset is strongest in Germany, the US, Thailand, the UAE, and India, reflecting how destinations have become expressions of personal values and individuality.
Travel will be leisure-led The desire to travel for enjoyment and experience is stronger than ever. In 2026, travellers plan an average of 6 personal trips versus 4 for business. Nearly half (47%) expect their leisure travel to increase, while only 12% plan to travel more for work. Gen Z and Millennials are driving this shift, with 65% of Gen Z saying they’ll travel more for fun, while Boomers opt for fewer, longer restorative breaks. More than 40% expect to travel internationally for personal trips, led by China, Thailand and India in overnight stays abroad.
Travel will be more exploratory Curiosity is redefining how travellers choose their next adventure. 62% prefer discovering new destinations over r