New research from Amadeus has suggested modern travel is increasingly being used as a mental health reset, not just as a leisure activity.
Research project, Travel Dreams 2026: From data to delight, finds many travellers are this year prioritising finding new versions of themselves, as well as greater confidence and independence.
Some 41 per cent of the 6,000 travellers surveyed aspire to return from a trip with a calmer nervous system, while a third of them describe an ideal destination as one where they are inspired to digitally detox because the world around them is more interesting.
Francisco Pérez-Lozao Rüter, president, Hospitality, Amadeus, said: “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 travellers 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 travellers now use travel as a form of self-regulation and recovery.”
Personalised attributes can unlock new revenue
The focus on mental health is further reflected in Travel Dreams 2026 research, which shows guests are willing to pay a premium for features that reduce friction, add comfort, and give them a sense of control.
The top six revenue generating attributes identified were (in order of traveller preference):
- Early check-in / late check-out
- Room view / floor selection
- Personalised welcome amenities
- Sleep optimisation packages
- Enhanced oxygen and air quality in rooms
- Local experience kits / curated guides
Some 74 per cent of travellers say they want their trips to be personalised, and the results suggest that if modern retailing opportunities like room attributes are pitched strategically, they can deliver significant returns.
A 150-room, mid-scale hotel could generate an additional US$1million in incremental annual revenue by monetising these popular attributes.
AI critical to reducing friction
AI implementation is accelerating – with only one hotelier out of 500 questioned not planning to invest in this area in 2026.
Per hotel, the average spend being earmarked for AI in 2026 is $320,000, rising to $400,000 in the United States. Hoteliers say this spend will focus on revenue intelligence, forecasting, automation, and chatbots.
Getting generative engine optimisation (GEO) and search engine optimisation (SEO) right is the top reported demand-generation priority for hoteliers in 2026.
With 69 per cent of travellers reportedly relying solely on AI search summaries, visibility within generative search is now essential to reaching target audiences.
Francisco Pérez-Lozao Rüter added: “With AI adoption becoming virtually universal among hoteliers around the world and generative search reshaping how travellers discover and choose brands, 2026 will be the year the industry turns digital ambition into decisive, competitive action.”
More Information
Download the full Travel Dreams 2026: From data to delight report here.
