The Travel Dreams 2026 report, produced by Amadeus in partnership with other organizations, surveyed 6,000 travelers and 500 senior hoteliers across multiple key markets. The research also included input from destination management organizations worldwide. The report aims to provide a comprehensive view of current trends and future directions in the hospitality sector.
Key Findings: AI Adoption in Hospitality
The report indicates that artificial intelligence (AI) is becoming central to hotel operations. Nearly all surveyed hoteliers reported plans to invest in AI technologies. Around 60% of hoteliers currently use or plan to use AI for predictive housekeeping and room assignment. A similar percentage are implementing voice assistants in guest rooms. AI is also being adopted to automate check-in and check-out processes, manage housekeeping and maintenance, enable predictive maintenance, and automate staff scheduling.
Some markets are investing heavily to capitalize on the opportunities, with 6% of hoteliers in South Africa planning to invest more than $1m in AI this year, the highest share of any market.
Hoteliers view AI as a strategic tool to improve operational efficiency and allow staff to focus more on guest interactions.
Social Media and Guest-Generated Content
The report finds that social media continues to influence hotel demand, but its role is changing. Instead of focusing solely on professionally produced images, hotels are increasingly leveraging guest-generated content. According to the survey, 38% of hoteliers see sharing guest testimonials and user-generated content as the biggest opportunity for social media engagement.
Additionally, 37% of hoteliers value social media as a service channel for handling guest questions and interactions in real time. Commercial uses of social media cited by hoteliers include promoting seasonal offers, driving traffic to booking engines through paid campaigns, running competitions, and working with influencers.
Data Integration and Technology Investment
Hoteliers are surrounded by various data sources, including online reviews, market reports, competitor benchmarks, and direct guest feedback. The most common technology investment identified by hoteliers is data integration, aimed at consolidating information to enable actionable insights.
Traveler Preferences: Wellbeing, Sustainability, and Loyalty
The survey highlights that travelers are placing greater emphasis on wellbeing and are seeking travel experiences that help them disconnect and reset. Sustainability remains a priority for many travelers, despite changing geopolitical conditions.
Regarding loyalty programs, 47% of travelers prefer discounts, and 31% seek upgrades. However, smaller groups of travelers are interested in local partnerships or destination-based perks (20%) and sustainability-focused rewards (19%). This suggests that there is demand for more innovative loyalty schemes.
Payment Preferences
The report notes that while most travelers use traditional payment methods, a small percentage are open to alternatives. Six percent of travelers are interested in buy now, pay later (BNPL) options, and 2% are open to using cryptocurrency for payments.
Conclusion
The Travel Dreams 2026 report provides data-driven insights into the hospitality industry, highlighting the growing role of AI, the importance of guest-generated content on social media, and evolving traveler preferences regarding loyalty and payment options. The findings suggest that hoteliers are investing in technology and adapting to changing guest expectations to remain competitive.
