Looking back at the shifts in the travel industry over the past few years, from the pandemic and the AI boom to evolving consumer behavior, it is clear that 2026 will not just be a year of growth, but a critical turning point. Modern travelers want more than a picturesque vacation: they demand a journey that reflects their authentic self, an experience that is deep, genuine, and subtle enough to truly touch their emotions.
Based on Booking.com’s 2026 travel predictions report (The Era of You, 2025), combined with data from Skift, McKinsey, Expedia, the Global Wellness Institute, and Amadeus, Hotel Link presents this in-depth analysis to help hoteliers set their strategy for 2026. These are not merely forecasts; they are clear indicators that the travel industry is entering a new era: the era of hyper-personalization, freedom, and self-expressive experiences.
Source: Booking.com (2026 Forecast), Skift Megatrends 2025
According to Booking.com, 74% of travelers express a desire for their itinerary to fully reflect their personal identity, from accommodation choices to experiential activities. This is predicted to be the main driving force shaping travel in 2026.
This trend is evident through:
Distinct Accommodation Choices: Travelers prioritize types like boutique hotels, creative stays, or eco-lodges over mass-market hotels.
Individual Interest Tours: Specialized activities such as pottery workshops, in-depth local culinary tours, or unique trekking trips attract significant interest.
AI Trip Planner Itineraries: Travelers independently design their schedules using AI tools instead of relying on pre-packaged tours.
What Hotels Can Do:
Suggest local activities based on booking behavior or pre-declared customer preferences.
Develop clear "Themed Experience Packages" like Stay & Relax, Stay & Explore, or Stay & Work for easy selection.
Personalize the experience from the moment of booking right up to pre-check-in, such as preparing specific in-room amenities based on preferences.
Source: Booking.com 2026 Forecast
The "You-ssentials" trend describes how travelers bypass traditional offerings, prioritizing amenities that precisely match their individual needs at that specific moment.
Practical Examples:
A couple seeking a simple getaway focusing only on "sunbathing and cocktails" will choose a hotel with a beautiful pool or beach over a multi-facility resort.
A business traveler will choose a small room but demand an optimized workspace, strong Internet connectivity, and contactless check-in.
Implications for Hotels:
Focus on accurately describing the Unique Selling Proposition (USP) of each room type and specific amenity.
Optimize images and communication content according to the needs of each target customer segment.
Create flexible add-on services such as small room upgrades, professional workspace packages, or early check-in/late check-out.
Source: Booking.com (2026 Forecast), Expedia Unpack '26, Expedia Traveler Value Index 2025
In 2026, travelers seek deeply emotional experiences, those that evoke childhood memories, stimulate creativity, or provide a sense of "belonging" to a community. Expedia adds that Pop Culture Travel, especially driven by blockbuster movies and popular TV shows, will continue to surge (Expedia Unpack '26). 65% of Millennials and Gen Z choose destinations based on personal inspiration rather than general trends (Expedia, 2025).
Suggestions for Hotels:
Host "Nostalgia" workshops, such as local family cooking classes or traditional local handicraft making.
Create themed packages related to popular films or events filmed in your area.
Design hotel spaces with a "comfort vibe" and use blog content to tell local stories, fostering inspiration and connection.
Source: Global Wellness Institute 2024, Booking.com (2026 Forecast)
The Global Wellness Institute (GWI) forecasts that wellness tourism will reach $8.5 trillion by 2027. This aligns perfectly with Booking.com’s observation that many travelers seek to "reset themselves" through activities like retreats, detoxes, or digital detoxes.
Growing Behaviors:
Participating in Yoga retreats and mindful travel.
Opting for "Silent stays"—hotel stays dedicated to finding tranquility and inner connection.
Prioritizing indigenous spa services using local herbs and traditional therapies.
How Hotels Can Capitalize:
Develop flexible Stay & Wellness Packages.
Design quiet rooms with options for personalized pillows, ambient lighting, and natural materials.
Set up small meditation areas or offer professional sound therapy services.
Learn more: What Makes Wellness Tourism Appealing?
Source: Booking.com (2026 Forecast), McKinsey Travel Report 2025
Booking.com envisions a future where Artificial Intelligence (AI) anticipates needs, assists with bookings, and optimizes the experience. However, McKinsey states that 79% of travelers still prefer human handling for emotional moments and complex issues.
2026 will be the year of the “Human + AI Hospitality” model:
AI's Role: Itinerary suggestions, automatic service recommendations, smart room controls.
Human's Role: Care, empathy, handling emotional issues and complaints with finesse.
What Hotels Should Do:
Invest in 24/7 AI chatbots and automate basic check-in/out procedures.
Train staff under the philosophy of "hospitality with empathy."
Utilize PMS and Channel Manager to instantly synchronize customer data.
Source: Expedia Trends Report 2025 (Unpack Report)
Expedia points out that 58% of travelers prioritize a "flexible change and cancellation" policy over a lower price. Travelers view this flexibility as a core value and a requirement, helping them feel more confident when planning travel in a rapidly changing world.
What This Means:
Hotels must use flexible policies on OTAs and their website to attract bookings, turning flexibility into a strong USP.
Be transparent and clear about cancellation and refund conditions.
Use a Channel Manager to manage inventory and reduce the risk of overbooking due to continuous itinerary changes.
Source: Booking.com 2026 Forecast
Booking.com indicates that 66% of travelers want to experience life like a local, and 51% are willing to pay more for high-quality, small-group tours.
Ideas for Hotels:
Organize specialized handicraft tours such as pottery classes, traditional cooking, or fabric dyeing.
Design cultural immersion tours: morning market visits, local-style afternoon tea, historical site tours.
Share local stories and cultural traditions on the hotel blog.
Read more: How to Create Local Cultural Experiences to Attract Group Tours?
Source: Expedia Unpack '26 (and related trend reports)
Expedia reports consistently emphasize that culinary exploration has become a destination-deciding factor rather than just an add-on activity. Travelers, especially Millennials and Gen Z, are willing to travel far to experience authentic local dishes, participate in cooking classes, or seek out highly-rated restaurants.
How Hotels Can Capitalize:
Organize small-group "Local Food Trails," led by guides knowledgeable in food history.
Partner with local chefs or traditional eateries to create exclusive dining experiences for guests.
Develop blog content featuring a detailed "Hotel-Recommended Food Map," turning staff into local culinary experts.
Source: Skift Travel Health Index 2025
48% of travelers have the ability to work remotely for at least two weeks per year. This is the "work-cation" segment with a steady spending budget.
Their Top Concerns:
Quiet and comfortable workspace.
Strong and stable Internet connection.
Simple and fast laundry and dining services.
Hotel Strategies:
Offer Monthly stay packages or weekly discounts for extended stays.
Provide small coworking spaces or upgrade in-room desk setups.
Clearly communicate Wi-Fi quality and work support services.
Source: Amadeus Travel Trends 2025
Data from Amadeus shows that 32% of families plan to take multi-generational trips annually, and 47% of friend groups plan to travel together (2025).
Hotels Should Develop:
Connecting rooms or flexible serviced apartments.
Mini villas or apartments with large communal living spaces.
Group stay packages including dining services and group entertainment activities.
Source: Live Nation Annual Report 2025, CNA 2024
From 2024 to 2026, travel combined with concert attendance (concert travel) is experiencing explosive growth. 64% of fans are willing to fly to another country to see their idol (Live Nation, 2025).
Hotel Strategy:
Monitor the schedule of major performance events in the area for 2026.
Create Stay + City Tour combos that include transportation services to the event venue.
Offer souvenir gifts for fans or themed check-in spots.
Learn more: Concert Travel: The Great Chance for Hotel to Attract Young Generation
Source: Booking.com Sustainable Travel Report 2024
Booking.com notes that 43% of travelers are willing to pay more for sustainable hotels, but 58% demand transparent information, avoiding "greenwashing."
How Hotels Should Apply This:
Use energy-efficient equipment and effective waste management solutions.
Partner with eco-friendly suppliers and be transparent about the supply chain.
Clearly communicate sustainability efforts on the website.
Learn more: Why Sustainable Practices Are a Strategic Imperative for Hospitality Industry?
Source: Booking.com 2026 Forecast
Booking.com observes an increase in demand for "small but valuable upgrades": rooms with better views, premium breakfast packages, or special destination experiences. Customers want more control, willing to pay extra for exactly what they need, at the precise moment they want it.
How Hotels Can Capitalize:
Offer optional service add-ons prior to check-in.
Use automated upselling systems for value-added services during the booking process.
Design special celebration packages for birthdays or anniversaries.
2026 is opening a new chapter for the travel industry, where the ability to understand and cater to the unique individuality of travelers is the key to success. Hotels that seize this trend now will gain a significant competitive advantage as the market enters a stable growth phase.
From data by Booking.com and Expedia to forecasts from leading travel research firms, 2026 will be a year where:
Travelers seek journeys to affirm themselves and renew their spirit.
Pop Culture and Cuisine are powerful drivers in destination choice.
AI supports processes, but human understanding and care remain the core of service.
Local authenticity, genuine experiences, and policy flexibility become top selection criteria.
For hoteliers, this is the golden moment to: Restructure services towards personalization; Invest in smart technology; and Elevate experiences with unique local character. Hotels that anticipate these trends will outperform as the market stabilizes.
✨ Don't let the opportunity for personalization slip away!
To deploy personalized strategies, manage multi-channels, and efficiently optimize revenue to catch up with trends and serve customers effectively, you need a strong technology platform. Hotel Link provides Channel Manager and Booking Engine solutions that help you synchronize customer data, manage flexible inventory, and automate personalization processes.
👉 Contact Hotel Link today to discover how we will partner with your hotel to lead the 2026 trends!
Amadeus. (2025). Amadeus Travel Trends Report [2025/2026] – Data on multi-generational and small group travel. (Consulted via Amadeus press releases and specialized blogs).
Booking.com. (2026). The Era of You: Booking.com Predicts the Top Trends Defining Travel in 2026. (Official press release). Accessed from: https://news.booking.com/the-era-of-you-bookingcom-predicts-the-top-trends-defining-travel-in-2026-with-individuality-taking-center-stage/
Booking.com. (2024). Sustainable Travel Report 2024. Accessed from: https://www.gstc.org/booking-sustainable-travel-report-2024/
Channel News Asia (CNA). (2024). The Taylor Swift Effect: How concert tourism is reshaping the industry. Accessed from: https://partner.expediagroup.com/en-us/resources/research-insights/unpack-26-travel-trends
Expedia Group. (2025). Expedia Trends Report [Unpack '26] & Traveler Value Index. Accessed from: https://partner.expediagroup.com/en-us/resources/research-insights/unpack-26-travel-trends
Global Wellness Institute (GWI). (2024). Global Wellness Economy Monitor: Wellness Tourism Data.
Live Nation. (2025). Live Nation Annual Report.
McKinsey & Company. (2025). McKinsey Travel Report on AI Adoption and Customer Experience.
Skift. (2025). Skift Megatrends Defining Travel 2025.