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Travel Dreams 2026: From data to delight has been one of the most ambitious hospitality research projects we’ve taken on at Amadeus. Together with our partners, we spoke to 6,000 travelers across key markets, connected with 500 senior hoteliers, and heard directly from select destination management organizations around the world. What stood out to me is just how rich the insights are. The full report brings many of them to life, offering a 360-degree view of where hospitality is today, and where it’s heading. We’re seeing AI play an increasingly central role across the entire journey, from planning to how trips are experienced and reviewed. At the same time, travelers are placing more value on wellbeing, looking for journeys that genuinely help them switch off and reset. Sustainability also continues to rise up the agenda, even against a complex and shifting geopolitical backdrop. But beyond the big themes, it’s often the smaller, less obvious insights that are illuminating. With thousands of data points to explore, there are plenty of unexpected stories beneath the surface, and here we take a closer look. Harness guest-generated content to drive demand It’s no surprise social media plays a big role in driving demand for hotels, yet what really stood out to me in Travel Dreams 2026 is just how much that role has evolved. Social is no longer just about polished images of infinity pools. What’s clear is that guests themselves are becoming part of the story. In fact, the largest group of hoteliers pointed to ‘sharing guest testimonials and user-generated content’ (38%) as the biggest opportunity to exploit social media. There’s something powerful about letting real experiences speak for themselves. At the same time, many hoteliers are starting to treat social as a service channel too, with 37% seeing value in using it to handle guest questions and interactions in real time. From a commercial perspective, the opportunities are just as broad, whether it’s ‘promoting seasonal offers,’ ‘driving traffic to booking engines through paid campaigns,’ ‘running competitions,’ or ‘working with influencers’. There’s no single playbook for hoteliers, but a growing set of tools to tell better stories, enhance the guest experience, and ultimately drive bookings. As a representative from Malaysia Tourism told us: “Digital platforms, travel blogs, and social media now make it easier for solo travelers to access safety information, connect with other travelers, and find suitable accommodations. This digital ecosystem empowers travelers with confidence and encourages more independent travel.” With that opportunity comes complexity. Hoteliers today are surrounded by data, from online reviews and market reports to competitor benchmarks and direct guest feedback. That’s probably why the most common tech investment cited by hoteliers was around data integration. Many want to bring everything together, make it usable, and turn insight into action. AI is already driving operational excellence When it comes to the hot topic of AI, we are seeing real-world impact, today. All hoteliers bar one said they are planning to invest in AI. Some 60% of hoteliers currently use,

📊 ROX, ROT, and ROS metrics assess well-being experiences (WX) in sectors like hospitality and healthcare, focusing on long-term value rather than immediate financial returns. The KPI framework spans human well-being, experience quality, business performance, and environmental impact. Composite metrics like R3 (ROX+ROT+ROS) evaluate user engagement and outcomes. This holistic approach links customer lifetime value, retention, and loyalty with personalized experiences, emphasizing internal culture and employee experiences as crucial for business success.

🏠 Kim Kardashian's Skims flagship store opened in 2026 on London's Regent Street, featuring minimalistic designs by architect Rafael de Cárdenas. Skims, valued at $5 billion in November 2025, aims to exceed $1 billion in annual sales. This store, spanning 6,500 sq ft, showcases diverse skin tones and inclusive sizing, redefining "nude." Kardashian emphasizes customer comfort, aiming for a self-empowering experience. The store's design mirrors Kardashian's home aesthetics, emphasizing simplicity, warmth, and a sense of space for personal attention.

🏆 During the World Cup, U.S. host cities saw a 20% RevPAR increase, driven by a 21% room rate hike, despite falling occupancy. Historical data shows similar trends: Berlin (2006) enjoyed a 144% RevPAR spike, yet occupancy dropped to 37% post-match; Cape Town (2010) saw a 220% increase but faced a 5.7% overbuild. For future events, strategic planning—setting minimum-stay rules and enhancing guest experiences—is crucial to maintain long-term success and prevent staff burnout.

💻 Who? Airbnb, Brian Chesky, DST Global. When? Since 2013. Where? Globally. What? Airbnb seeks growth in experiences, transfers, cars, and potentially a B2B distribution engine. How? By exploring new markets and defending network effects.

💻 During a recent HITEC session, PMS vendor CEOs and hotel group CIOs discussed key industry issues. Findings revealed a focus on labor cost-cutting, rated 4.4/5, over guest experience at 3.6/5. The article criticizes equating hotel and airline tech, points out the pitfalls of "Open API Integration," and highlights the need for technical leaders in decision-making. It emphasizes digital transformation through understanding hotel operations as perishable inventory based on space, time, and price.

💻 Minor Hotels has implemented Oracle OPERA Cloud in 106 hotels across 59 countries, enhancing digitalization and guest experiences. The rollout aids rapid expansion, mainly in Asia Pacific, Middle East, Africa, and Australasia, by eliminating legacy systems. This shift promotes innovation, supports integration via the Oracle Hospitality Integration Platform, and strengthens agility and scalability. The next phase targets Australia and New Zealand, indicating a commitment to cloud-based modernization globally.

🗽 In 2025, global short-term rental bookings hit $219.9 billion, projected to grow at a 5.3% annual rate to $270.6 billion by 2029. The US saw STR usage rise from 24% to 30% in a year, marking the largest recorded increase. Factors influencing this sector include tighter regulations affecting supply, AI and platform changes in booking processes, and shifting traveler expectations impacting the balance between short-term rentals and hotels. Europe shows a stable, mature market.

💻 Hotels increasingly rely on integrated technology ecosystems to enhance operations, involving dozens of systems for tasks like reservations, guest services, and revenue management. Integrated POS platforms connect these systems, enabling real-time data flow across departments, improving decision-making and guest experiences. As AI and automation advance, technology integration becomes vital for efficiency and resilience, allowing seamless operations despite potential disruptions. Integration is an ongoing strategy that ensures hotels can adapt to evolving guest expectations.

📱 August 4, 2026, Washington, D.C. – Innspire, a hospitality tech firm, announced its AI solutions will be implemented at ONE | GT, a luxury boutique hotel in George Town, Grand Cayman. The deployment includes AI Concierge, AI Task Manager, and a branded mobile app, enhancing guest experiences and operational efficiency. ONE | GT, located at 63 Goring Ave., boasts advanced tech integrations with Oracle OPERA Cloud PMS and Oracle Simphony POS, fostering a seamless, personalized guest journey in the Caribbean.