Travel demand in 2026 is becoming experience-led

What shifting guest expectations mean for hotel strategy, revenue, and positioning

The HBX Group Travel Trends 2026 report shows that guest demand is moving beyond location and price toward experiences that feel meaningful, immersive, and intentional. Travellers increasingly judge their stays by emotional value, authenticity, and how well hotels contribute to the overall journey, not just by room quality. Technology, sustainability, and pop culture are reshaping expectations, but human connection remains central to satisfaction. For hoteliers, success in 2026 will depend on repositioning the hotel as an active experience platform rather than a passive place to sleep.

Key takeaways

• Experience drives booking decisions: Guests are choosing hotels based on what they can do, feel, and remember on property, making experiences a primary differentiator rather than an add-on.
• Hotels as destinations, not inventory: Properties with a clear identity, signature experiences, and strong storytelling can command higher rates and longer stays by becoming the reason to travel.
• Authenticity shapes guest satisfaction: Local culture, food, rituals, and everyday experiences resonate more than generic luxury, particularly when they feel genuinely connected to place.
• Technology must support, not replace, service: AI and automation are most effective when they reduce friction and free staff to focus on personalised, empathetic guest interactions.
• Pop culture creates incremental demand: Events, fandoms, and entertainment-led travel can fill rooms and shoulder seasons when hotels align offers with cultural moments.
• Sustainability is a baseline expectation: Guests increasingly expect credible environmental practices, and superficial sustainability claims risk eroding trust rather than creating value.
• Time is the new luxury: Guests are willing to pay more for stays that maximise emotional return on limited time, favouring curated, layered experiences over standardised packages.

Source: HBX Group

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