Global Hotel Alliance (GHA) has released insights on how travel is expected to evolve in 2026, based on data from its GHA DISCOVERY loyalty programme, which now counts over 34 million members worldwide. The survey highlights a shift toward more personal, meaningful and deliberate travel.
For 2026, travelers are placing greater emphasis on personal expression. Sixty-five percent of travelers agree that travel expresses their identity, while nearly 90% either agree or remain neutral. Among Gen Z, half say travel matters more than career milestones, showing how global experiences have become new measures of achievement. This trend is particularly strong in Germany, the US, Thailand, the UAE and India.
Leisure travel will outpace business travel, with travelers planning an average of six personal trips versus four for work. Nearly half expect their leisure travel to increase, while only 12% plan to travel more for business. Gen Z and Millennials are leading this shift, while Boomers are opting for fewer but longer restorative breaks. More than 40% anticipate traveling internationally for personal trips, led by China, Thailand and India.
Exploration will be a key focus, with 62% preferring new destinations over revisiting old favourites. For those returning, the aim is a deeper experience. The desire for discovery is strongest among Gen Z and travelers from India, the UAE and China. Safety and comfort are priorities for 57% of travelers, followed by cultural curiosity at 41% and wellness at 38%, with curiosity driving Gen Z decisions.
Travelers are seeking slower and more conscious trips, with 60% preferring small cities and rural escapes over large urban centres. Forty-two percent want unplanned and restful itineraries, while 36% favor action-packed sightseeing. Members in Malaysia and the UK show the strongest preference for laid-back trips, while those in China and the US are more likely to visit key landmarks.
Selective spending is increasing, with 79% planning to pay for quality upgrades rather than splurge freely. Luxury is increasingly defined by personalised service, gourmet dining and flexibility, even as 78% still associate it with five-star or boutique hotels. Eighty-six percent say hotel quality is the one aspect of travel they will not compromise on.
Travel loyalty is evolving into lifestyle-based benefits. Forty-four percent of members rank room upgrades, early check-in and late check-out as the most valued perks. Seventy-three percent would consider purchasing a travel subscription for continuous lifestyle benefits, with timesaving, exclusive access and recognition cited as key elements of a rewarding stay.
Technology adoption continues, with 60% of travellers globally using AI tools to plan trips. Usage is highest among Gen Z at 79 percent and lowest among Boomers at 31%. Contactless payments, digital hotel keys and biometric boarding are among the most valued innovations. Forty-two percent prefer booking through hotel loyalty apps or brand websites rather than third-party platforms.
Asia remains the most desired travel region, led by Japan, named by 14% of travelers and topping wish lists for members in Thailand, Malaysia, the UAE, Singapore and Australia. China ranks second at 7% and Thailand third at 6%, together representing almost one-third of dream trips. Friends and family remain the top source of trip inspiration at 36%, followed by Instagram at 34%. YouTube is most influential in Japan and Thailand, while TikTok leads in China.
“Our 2026 study paints a picture of a traveller who’s more thoughtful and values-driven than ever,” said Kristi Gole, EVP of Strategy at Global Hotel Alliance. “They are travelling less for work, more for meaning, and choosing experiences that reflect who they are. What’s particularly exciting is how loyalty has evolved; for GHA DISCOVERY members, it’s about lifestyle, recognition, and belonging wherever they go.”