Travel in 2026: What Amadeus’ new trends mean for hotels

Shifting guest expectations point to new opportunities — and new operational pressures — for hospitality

The Amadeus 2026 Travel Trends report outlines six major shifts that will influence how travellers choose, book and experience their trips — and many of these changes land directly on the desks of hoteliers.

The study highlights the rise of pet-inclusive travel, fast-advancing personalisation expectations, and a growing reliance on AI-assisted trip planning. It also notes how pop culture, new flight patterns and innovation-driven experiences will shape demand.

For hotels, the report signals a year where adaptability, product flexibility and guest-centric design become essential competitive tools rather than optional upgrades.

Key takeaways

• The “Pawprint Economy” becomes a revenue opportunity: Pet travel is poised to surge, meaning hotels that offer clear, structured pet-friendly policies — from in-room amenities to pet-specific packages — can capture incremental demand otherwise lost to vacation rentals.
• Hyper-personalisation moves from premium to expected: Guests will increasingly expect to choose room features, layouts and services “à la carte.” Hotels may need more flexible inventory management and better CRM/guest-profile data to deliver tailored stays efficiently.
• AI-assisted planning reshapes the booking funnel: Travellers will use a mix of AI tools, social feeds and traditional channels to plan trips. Hotels should prepare for booking paths that are less linear and more fragmented — with AI tools influencing which properties even make the shortlist.
• New point-to-point routes redistribute demand: Long-range narrow-body aircraft will create more direct flights into secondary cities. Hotels in non-hub destinations may see new international demand, while urban properties may face more competition from emerging alternatives.
• Pop-culture tourism boosts niche destinations: Film, TV and gaming franchises are increasingly driving travel decisions. Hotels located near pop-culture “pilgrimage sites” can create themed experiences, partnerships or packages to capture this highly motivated segment.
• Innovation-driven travel raises expectations for seamless stays: As travellers encounter robotics, biometric checks and AI translation tools throughout their journey, they will expect similarly frictionless, tech-enabled experiences in hotels — from check-in to service requests.

Source: Amadeus