Personalisation and wellbeing emerge as new revenue levers for hoteliers

Hotels that reduce friction and align with guest wellbeing expectations can unlock incremental revenue and strengthen demand in an AI-driven market

New research from Amadeus highlights a clear shift in guest expectations that directly impacts hotel strategy. Travellers are increasingly using trips as a way to reset mentally, placing higher value on calm, comfort, and simplicity. This change is translating into a willingness to pay for personalised, friction-reducing features that enhance the stay experience. At the same time, rapid AI adoption is reshaping both hotel operations and how guests discover and choose properties, making digital execution a critical competitive factor.

Key takeaways

• Wellbeing as a core guest need: Travellers are prioritising mental reset and emotional comfort, requiring hotels to design experiences that reduce stress, noise, and cognitive load across the stay.
• Personalisation drives revenue: Tailored offers are no longer optional, with the majority of guests expecting personalised experiences and showing willingness to pay for them.
• Room attributes as monetisation tools: Early check-in, room location, sleep-focused features, and curated amenities represent high-impact upsell opportunities when positioned effectively.
• Clear revenue upside: A 150-room mid-scale hotel could generate up to $1 million annually by pricing and packaging personalised attributes strategically.
• Frictionless experience as differentiator: Simplifying the guest journey—from booking to check-out—has become a key factor in both satisfaction and revenue generation.
• AI investment becomes standard: Almost all hoteliers are planning AI investments in 2026, focusing on revenue optimisation, automation, forecasting, and guest communication.
• Generative search reshapes demand: With most travellers relying on AI-driven search summaries, hotels must ensure visibility in these environments to remain discoverable.
• Execution will define winners: The competitive gap will increasingly depend on how effectively hotels translate personalisation and AI capabilities into real guest and revenue outcomes.

Source: Amadeus Insights Travel Dreams 2026

Enjoying this analysis? Hospitality.today delivers daily insights on hotel distribution, AI trends, and travel commerce — straight to your inbox. Subscribe for free at Hospitality.today →