Travel Dreams 2026 — From data to delight
About the research
A global research project drawing on the views of travelers, hoteliers, and destination management organizations.
travelers surveyed
Across six key global markets with Opinium Research
hoteliers surveyed
From independent boutiques to major international chains
countries covered
A truly global perspective on travel trends
At a glance
Four key insights
What the research reveals
View infographic
Key finding 1: Traveler motivation
Global travelers are seeking a mental health reset
0%
seeking calmer nervous system
0%
seeking digital detox
Key finding 2: Personalization
People want tailored trips and will pay extra for them
0%
of travelers say they want their trips to be personalized.
Key finding 3: AI
AI critical to reducing friction
Key finding 4: Sustainability
Sustainability key differentiator for hotels
Want to dive deeper?
Get the full report or download a visual summary of the key insights.
Where expectations meet opportunity
What travelers seek — and where hoteliers are investing to deliver.
Travelers are seeking mental wellbeing from a trip
Hoteliers are investing in key areas - including tools that enable deeper guest personalization
Travel Dreams 2026
Get the full report
We've combined forward-looking air and hospitality booking data with input from 6,000 travelers across the US, China, India, the UK, France and Germany, along with 500 hotel General Managers and Destination Management Organizations.
What influences where people book, stay and spend?
And where do industry plans match, or miss, those expectations?