Travel search shifts from destinations to emotions

Why mood-based discovery is challenging the foundations of hotel distribution

Travel booking behavior is undergoing a meaningful shift as travelers increasingly prioritize emotional outcomes over specific destinations. New research from ALL Accor and Globetrender shows that a growing share of travelers want to search for trips based on how they want to feel, not where they want to go. This change challenges long-standing assumptions built into hotel distribution, content, and discovery systems. It also reframes the role of technology from directing choices to quietly enabling more meaningful experiences.

Key takeaways

• Mood-driven discovery gains traction: One in four travelers now prefer searching by emotional state rather than destination, signaling a fundamental shift in how travel intent is formed and expressed.
• Emotions become more specific: The research identifies eight distinct “vibes” shaping travel decisions, reflecting a move from generic experience-seeking to targeted emotional self-regulation through travel.
• Live events drive perceived value: Under the “Endorphin Economy” trend, 89% of travelers say live events make trips worthwhile, reinforcing the commercial importance of concerts, sports, and festivals.
• Loyalty programs reposition around feelings: Accor is positioning its loyalty program as an “emotional passport,” offering access to high-energy events rather than focusing solely on points and stays.
• Routines travel with the guest: With 95% of travelers wanting to maintain daily habits while away, demand is rising for coworking spaces, fitness access, dietary customization, and pet-friendly services.
• Backlash against overexposed destinations: A majority of travelers are actively avoiding overhyped locations and prefer local, human recommendations over algorithm-led suggestions.
• AI reframed as an enabler, not a director: Technology is valued when it removes planning friction while leaving room for spontaneity, rather than prescribing experiences.
• Distribution systems must adapt: Searching by mood requires new metadata, richer property descriptions, and content strategies that communicate emotional outcomes, not just location and amenities.

Source: Accor

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