New research and insights from global travel technology provider Amadeus reveal that modern travel is increasingly being used as a mental health reset rather than simply a leisure activity.
The company’s latest report, Travel Dreams 2026: From Data to Delight, shows travelers are prioritizing emotional well-being, self-discovery and personal growth as core motivations for travel. The study found that 41 percent of the 6,000 travelers surveyed aspire to return from a trip with a calmer nervous system, while one-third describe their ideal destination as one that encourages a digital detox because their surroundings are more engaging than their devices.
“Mental well-being is no longer a spa-only concept,” Francisco Pérez-Lozao Rüter, president, Hospitality, Amadeus, said in a statement. “It’s embedded in operational details such as giving travelers back time, quiet and comfort, as well as emotional safety. Hotels that reduce cognitive load rather than add stimulation are better aligned with how travelers now use travel for recovery and self-regulation.”
The research also highlights significant revenue potential tied to personalization, as guests show a growing willingness to pay for features that enhance comfort, reduce friction and provide greater control over their stay. Among the most in-demand attributes are flexible check-in and check-out times, preferred room views and floor levels, personalized welcome amenities, sleep optimization offerings, improved air quality and curated local experience kits.
With 74 percent of travelers seeking personalized experiences, the findings suggest that a 150-room midscale hotel could generate up to $1 million in incremental annual revenue by monetizing these attributes without adding new inventory.
Meanwhile, AI adoption across the hospitality sector is accelerating rapidly, with nearly all hoteliers planning investments in 2026. Average spend per property is projected at $320,000 globally, rising to $400,000 in the U. S., with investments focused on revenue intelligence, forecasting, automation, and chatbots. Generative Engine Optimization and Search Engine Optimization have emerged as top demand-generation priorities, as 69% of travelers report relying solely on AI-generated search summaries, making visibility in generative search ecosystems essential.
In addition, sustainability has also evolved into a core expectation rather. Three-quarters of travelers say environmental credentials influence their hotel choice, and those who prioritize sustainability are willing to pay an average premium of 11.7 percent per night. All hoteliers surveyed indicated plans to invest in sustainability initiatives in 2026, allocating an average of 7 percent of total business expenditure, while more than a third identified sustainability as a key differentiator for their properties.
“AI and sustainability are reshaping travel, but both must enhance the human experience. AI should reduce friction and anticipate needs, while strong environmental practices build trust, influence decisions and justify premium pricing. Together, they define the hotels travelers increasingly seek,” concluded Pérez-Lozao Rüter.