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UAE-headquartered Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, has revealed how the world will travel in 2026, drawing on insights from its 32 million-plus GHA DISCOVERY loyalty members. The findings point to a more intentional traveller who values connection, comfort and authenticity over excess, with smarter, slower and more personalised journeys defining the next era of global travel.
According to GHA, Asia is set to remain the world’s dream destination, while discerning spending and lifestyle-led loyalty continue to rise. India stands out as one of GHA’s most dynamic markets, ranking among the top three globally for leisure travel growth. Notably, 78 per cent of Indian members plan to explore new destinations in 2026, embracing wellness-focused and culturally authentic experiences.
Travel will be more personal
Journeys are increasingly an expression of identity. Sixty-five percent of travellers say travel reflects who they are, with nearly 90 per cent agreeing or neutral overall. For Gen Z, global experiences even outrank career milestones, with half saying travel matters more. This mindset is strongest in Germany, the US, Thailand, the UAE and India.
Travel will be leisure-led
Enjoyment is taking priority: travellers plan six personal trips in 2026 versus four for business. Nearly half expect to travel more for leisure, compared with just 12 per cent for work. Gen Z and Millennials are driving this rise, while Boomers opt for fewer but longer restorative breaks.
Travel will be more exploratory
Curiosity guides trip choices, with 62 per cent preferring new destinations. For those who return, it’s to experience places more deeply. Curiosity is strongest in Gen Z and travellers from India, the UAE and China, with safety, comfort and cultural interest ranking as top decision factors.
Travel will be slower and more conscious
Travellers favour slower, more meaningful itineraries. Nearly 60 per cent prefer small cities and rural escapes, while 42 per cent want restful, unplanned trips. Malaysia and the UK lead in the desire for laid-back travel, while China and the US are more likely to keep full sightseeing agendas.
Selective splurging rises
Value-led luxury is taking hold. Seventy-nine percent plan to spend on quality upgrades rather than splurge freely. Luxury now blends five-star stays with personalised service, gourmet dining and flexibility. Hotel quality remains non-negotiable for 86 per cent of travellers.
Loyalty becomes lifestyle
Loyalty is shifting from points to meaningful perks. Room upgrades, early check-in and late check-out top the list, while 73 per cent would consider a subscription offering ongoing lifestyle benefits. Time-saving, exclusive access and recognition also matter.
Travel gets smarter and more seamless
Tech-led travel is now mainstream. Six in ten have used AI tools like ChatGPT or Gemini to plan trips, especially in China, Thailand and Singapore. Contactless payments, digital keys and biometric boarding rank as the most valued innovations, with 42 per cent preferring to book through hotel apps or brand websites.
Asia is leading the global travel agenda for 2026, with Japan topping the world’s wish lists at 14 per cent, followed by China (7 per cent) and Thailand (6 per cent). Together, they account for nearly a third of all dream trips.
Travellers are also reshaping how they find inspiration: friends and family remain the top source (36 per cent), while Instagram has surged to second place (34 per cent), overtaking traditional media. YouTube leads in Japan and Thailand, while TikTok dominates in China—proof that Asia is shaping both where people want to go and how they imagine their next adventure.
“Our 2026 study shows a traveller who is more thoughtful and values-driven,” said Kristi Gole, Executive Vice President of Strategy at Global Hotel Alliance. “They’re travelling less for work, more for meaning, and seeking experiences that reflect who they are. Loyalty, for GHA DISCOVERY members, is now about lifestyle, recognition and a sense of belonging.”
Global Hotel Alliance (GHA), headquartered in Dubai, is the world’s largest alliance of independent hotel brands, operating in 100 countries with over 850 hotels across 45 brands, including Anantara, Avani, and Corinthia. Founded in 2004, GHA connects independent hotels under a shared platform while preserving their individuality. Its GHA DISCOVERY loyalty program serves over 30 million members, offering rewards like DISCOVERY Dollars, VIP recognition, and at least 10% off member rates. Members also gain access to exclusive “Experiences” and local offers worldwide. By leveraging shared technology, GHA helps its members drive revenue, reduce dependence on third-party booking sites, and provide a seamless, multi-brand loyalty experience that combines exclusive benefits, curated experiences, and global reach for travellers.
What are the key travel trends for 2026 according to GHA?
Travel in 2026 will be more personal, slower, and experience-driven. Travellers are prioritising authenticity, wellness, cultural experiences, and meaningful journeys over business or extravagant trips.
Which destinations are most popular for travellers in 2026?
Asia continues to top global wish lists, with Japan, China, and Thailand leading. India is also emerging as a dynamic market, with travellers seeking new destinations and culturally immersive experiences.
How is traveller behaviour changing?
Gen Z and Millennials are driving leisure and exploratory travel. Travellers are more selective with spending, valuing quality upgrades and personalised experiences, while loyalty now focuses on lifestyle and belonging rather than points.
What role does technology play in 2026 travel?
Tech-enabled travel is on the rise. AI tools, contactless payments, digital hotel keys, and biometric boarding are widely used, with preferences varying by age and region.
How is India influencing global travel trends?
India ranks among the top three markets for leisure travel growth. Seventy-eight percent of Indian GHA DISCOVERY members plan to explore new destinations, prioritising wellness, culture, and authentic experiences.
