New Amadeus report shows that personalization can increase hospitality revenues | News
New research from Amadeus has suggested that modern travel is increasingly being used as a mental health reset, and not just as a leisure activity.
Research project, Travel dreams 2026: from data to pleasurefinds that many travelers this year are prioritizing finding new versions of themselves, as well as increasing self-confidence and independence.
About 41 percent of the 6,000 travelers surveyed aim to return from a trip with a calmer nervous system, while a third of them describe an ideal destination as one where they are inspired to digitally detox because the world around them is more interesting.
Francisco Pérez-Lozao Rüter, President of Hospitality at Amadeus, said: “Travel Dreams 2026 has clear implications for the hospitality sector. Mental well-being is no longer a spa-only concept. It is embedded in operational details such as giving back time, peace and comfort to travelers, as well as emotional security.
“Hotels that design experiences to reduce cognitive load, rather than adding stimulation, are more in line with the way travelers now use travel as a form of self-regulation and recovery.”
Personalized features can generate new revenue
The focus on mental health is further reflected in the Travel Dreams 2026 survey, which shows that guests are willing to pay a premium for features that reduce friction, add comfort and give them a sense of control.
The top six revenue-generating features identified were (in order of traveler preference):
- Early check-in / late check-out
- Room view / floor selection
- Personalized welcome amenities
- Sleep optimization packages
- Improved oxygen and air quality in rooms
- Local experience kits/curated guides
About 74 percent of travelers say they want their trips to be personalized, and the results suggest that if modern shopping options such as room amenities are used strategically, they can deliver significant returns.
A mid-sized hotel with 150 rooms could generate an additional $1 million in annual revenue by monetizing these popular features.
AI is crucial for reducing friction
AI implementation is accelerating – with only one in 500 hoteliers surveyed not planning to invest in this area by 2026.
Per hotel, the average spend on AI in 2026 will be $320,000, rising to $400,000 in the United States. Hoteliers say this spending will focus on revenue intelligence, forecasting, automation and chatbots.
Getting generative engine optimization (GEO) and search engine optimization (SEO) right is the top demand generation priority for hoteliers in 2026.
With 69 percent of travelers reportedly relying solely on AI search summaries, visibility within generative search is now essential to reaching audiences.
Francisco Pérez-Lozao Rüter added: “As AI adoption becomes near-universal among hoteliers around the world and generative search transforms the way travelers discover and choose brands, 2026 will be the year the industry turns digital ambition into decisive, competitive action.”
More information
Download the full Travel Dreams 2026: from data to pleasure report here.
