New Research: Global Hotel Alliance Unveils 2026 Travel Trends !

📰 What’s New: Global Hotel Alliance 2026 Travel Trends

GHA — through its loyalty programme GHA DISCOVERY (with 32 million+ members globally) — has released its 2026 Travel Trends report, charting how global travellers’ preferences are shifting. GHA+2Travel And Tour World+2
The core message: travel in 2026 is becoming more personal, purpose-driven, and value-conscious, with a turn away from “excess” and toward authenticity, comfort, and meaningful experiences. journaldespalaces.com+2Gulf Business+2

65% of travellers say travel reflects their identity. Nearly 90% agree or are neutral — signalling that travel is becoming a form of self-expression rather than just a holiday. journaldespalaces.com+2IndexBox+2
Among Gen Z, 50% consider travel more significant than career-milestones. Authentic Press Network News | APN News+1

On average, travellers plan six personal trips versus four business trips in 2026. Travel And Tour World+2IndexBox+2
47% expect their leisure travel to increase, while only 12% expect an uptick in business travel. Travel And Tour World+1

62% of travellers prefer discovering new destinations rather than returning to familiar ones. Travel And Tour World+1
For those who revisit, the motivation is deeper experience — not just ticking off tourist spots. journaldespalaces.com+1

Many prefer small cities or rural escapes over busy metros — about 60% lean this way. Travel And Tour World+1
There’s growing demand for unplanned, restful trips rather than tightly scheduled itineraries. Travel And Tour World+1

Instead of splurging indiscriminately, 79% say they’ll spend on upgrades only when it adds real comfort or value. Travel And Tour World+1
Luxury, increasingly, isn’t about glitz — it’s about personalised service, wellness, flexibility, and authenticity. Travel And Tour World+1

Around 60% of travellers already use AI tools (like ChatGPT or Gemini) for trip planning — with 79% of Gen Z adopting them. Gulf Business+2Authentic Press Network News | APN News+2
Contactless payments, digital hotel-keys and biometric boarding are becoming popular. Booking via hotel loyalty apps or official websites is also preferred over third-party platforms. Travel And Tour World+1

Asia continues to top global “bucket lists” for 2026. Travel And Tour World+1
India stands out as one of the most dynamic markets, with a high proportion of travellers open to wellness-focused, culturally authentic experiences and new destinations. Travel And Tour World+1

🔹 For travellers: 2026 is about experiences, authenticity, comfort, and self-expression — not just sightseeing or ticking off famous places.
🔹 For hotels and hospitality providers: there’s a rising demand for personalised stays, flexible services, wellness amenities, and seamless technology integration.
🔹 For travel planners & marketers: messaging should shift from “see the landmarks” to “live the experience, reflect your identity, find meaning.”