GHA's latest study reveals that travel in 2026 will be smarter, slower and deeply personal. Travel in 2026 will be more personal, leisure-led and values-driven, according to Global Hotel Alliance. Travellers plan more trips for pleasure, favour new destinations, slower itineraries and meaningful upgrades over excess. Asia tops global wish lists, led by Japan, while loyalty evolves into a lifestyle built on recognition, flexibility and belonging. (Image: GHA)
Global Hotel Alliance09 December 2025
Travel in 2026 will look markedly different from the fast-paced, status-driven trips of the past. According to a new global report from Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, travellers are becoming more intentional, values-led and discerning — prioritising meaning, identity and connection over excess.
The findings are based on insights from members of GHA DISCOVERY, the alliance’s award-winning loyalty programme, which now includes more than 32 million travellers worldwide. The results reveal a traveller who is travelling less for work, more for pleasure, and making smarter choices about where, how and why they go.
Image: GHA
Travel as a Form of Self-Expression
At the heart of the report is a powerful shift in mindset: travel is no longer just about destinations — it’s about identity. Nearly 65% of travellers say travel expresses who they are, and close to 90% agree or remain neutral overall, signalling broad alignment with the idea that travel reflects personal values.
Among Gen Z, this shift is even more pronounced. Half say travel matters more than career milestones, highlighting how experiences have replaced traditional achievements as markers of success. This identity-driven approach to travel is especially strong in Germany, the United States, Thailand, the UAE and India, where destinations increasingly act as personal statements rather than simple getaways.
Leisure Takes the Lead
The report shows a decisive move away from business travel toward leisure-led journeys. In 2026, travellers plan an average of six personal trips, compared to just four business trips. Nearly 47% expect their leisure travel to increase, while only 12% plan to travel more for work.
Younger generations are driving this change. 65% of Gen Z travellers say they will travel more for fun, while Baby Boomers are choosing fewer but longer, more restorative breaks. International leisure travel is also on the rise, with more than 40% planning overseas trips, led by China, Thailand and India in overnight stays abroad.
A New Era of Exploration
Curiosity is shaping travel decisions more than nostalgia. 62% of travellers prefer discovering new destinations over revisiting old favourites. Even among the 38% who do return, the motivation is deeper exploration rather than familiarity.
This appetite for discovery is strongest among Gen Z (72%) and travellers from India, the UAE and China. When choosing where to go, travellers prioritise safety and comfort (57%), followed by cultural curiosity (41%) and wellness (38%) — although for Gen Z, curiosity outweighs all other factors.
Slower, More Conscious Journeys
Fast-paced itineraries are giving way to slower, more thoughtful travel. Around 60% of travellers now prefer small cities and rural escapes over large urban centres. China stands out as the exception, with 51% still favouring iconic metropolitan destinations.
There is also a growing desire for rest over rigid schedules. 42% want unplanned, restful trips, while action-packed sightseeing itineraries fall behind at 36%. The strongest demand for laid-back travel comes from Malaysia (55%) and the UK (53%), while travellers in China and the US (both 43%) are more likely to prioritise ticking off landmarks.
The Rise of the Selective Splurge
Luxury is not disappearing — it’s becoming more considered. 79% of travellers say they will spend on meaningful upgrades rather than splurge freely, focusing on comfort, quality and value. Germany records the highest share of travellers willing to splurge freely (22%), while 63% of Asia-Pacific travellers favour thoughtful spending.
While 78% still associate luxury with five-star or boutique hotels, its definition is evolving. Personalised service, gourmet dining and flexibility are now central to the luxury experience. Above all, 86% of travellers say hotel quality is the one aspect they refuse to compromise on.
Loyalty Becomes a Lifestyle
Travel loyalty is no longer about collecting points — it’s about belonging. For 2026, 44% of GHA DISCOVERY members say room upgrades, early check-in and late check-out are their most valued perks. Meanwhile, 73% would consider purchasing a travel subscription that offers ongoing lifestyle benefits beyond individual stays.
Travellers also value time-saving features (56%), exclusive access (50%) and recognition (47%), underscoring a shift toward loyalty programmes that integrate seamlessly into everyday life rather than simply rewarding frequency.
Smarter, More Seamless Travel
Technology continues to play a central role in shaping travel behaviour. Six in ten travellers have already used AI tools such as ChatGPT or Gemini to plan trips, with adoption highest among Gen Z (79%) and lowest among Boomers (31%). China, Thailand and Singapore lead globally in AI-assisted travel planning.
Travellers increasingly favour contactless payments (56%), digital hotel keys and biometric boarding, although preferences vary by age and region. When it comes to booking, 42% prefer hotel loyalty apps or brand websitesover third-party platforms, signalling growing trust in direct relationships with hotel brands.
Asia Dominates 2026 Travel Dreams
Asia continues to top global travel wish lists. Japan emerges as the world’s most desired destination, named by 14% of travellers, and ranks number one in Thailand, Malaysia, the UAE, Singapore and Australia. China (7%) and Thailand (6%) follow closely, together accounting for nearly one in three dream trips worldwide.
Inspiration channels are also shifting. Friends and family remain the top source (36%), but Instagram has surged to second place (34%), overtaking traditional media. YouTube leads in Japan and Thailand, while TikTok dominates in China, reinforcing Asia’s influence not only on where people travel, but how they imagine their journeys.
A More Thoughtful Traveller Emerges
Summing up the findings, Kristi Gole, Executive Vice President of Strategy at Global Hotel Alliance, said:
“Our 2026 study paints a picture of a traveller who’s more thoughtful and values-driven than ever.
They are travelling less for work, more for meaning, and choosing experiences that reflect who they are. What’s particularly exciting is how loyalty has evolved; for GHA DISCOVERY members, it’s about lifestyle, recognition, and belonging wherever they go.”
Global Loyalty Organisation Take:
The shift signals a fundamental change in how travellers want to be engaged. Loyalty is no longer transactional or tied solely to frequency; it has become an expression of lifestyle and personal values. As travellers become more selective about where they spend their time and money, programmes that offer recognition, flexibility and meaningful benefits — both on the road and beyond the stay — will define the future of travel loyalty.
As 2026 approaches, the message is clear: the future of travel belongs to those who travel with intention — slower, smarter, and more personally than ever before.
Source: GHA / GLO
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