Global Hotel Alliance (GHA) has released insights from its GHA Discovery loyalty programme, which has more than 32 million members worldwide, on travel trends for 2026. Survey results indicate travellers are seeking connection, comfort, and authenticity.
In 2026, journeys are expected to be more personal, with 65% of travellers saying travel expresses their identity and nearly 90% agreeing or remaining neutral overall. Among Gen Z, 50% consider travel more important than career milestones.
Leisure travel is also increasing, with travellers planning an average of six personal trips versus four for business. Nearly half expect more leisure travel, while only 12% plan to travel more for work. Gen Z and millennials are driving the shift, and over 40% expect to travel internationally for personal trips, led by China, Thailand, and India.
Curiosity is influencing destination choice, with 62% preferring new locations and 38% revisiting destinations for a deeper experience. Safety, cultural interest, and wellness are key factors, while younger travellers prioritise exploration. Slow-paced and conscious travel is growing, with 60% favouring small cities or rural escapes, while 42% prefer unplanned, restful trips.
Spending is becoming more selective, with 79% focusing on quality upgrades rather than free splurges, and luxury increasingly associated with personalised service, dining, and flexibility. Travel loyalty is evolving from point collection to lifestyle benefits, with travellers valuing room upgrades, early check-in, late check-out, timesaving, exclusive access, and recognition.
Technology is also shaping travel choices, with 60% using AI tools to plan trips, and contactless payments, digital hotel keys, and biometric boarding among the most valued innovations. Asia remains the top region, with Japan the most desired destination at 14%, followed by China at 7% and Thailand at 6%. Inspiration comes primarily from friends and family, followed by social platforms such as Instagram, YouTube, and TikTok.
“Our 2026 study paints a picture of a traveller who’s more thoughtful and values-driven than ever,” said Kristi Gole, executive vice president of strategy at GHA. “They are travelling less for work, more for meaning, and choosing experiences that reflect who they are. What’s particularly exciting is how loyalty has evolved; for GHA Discovery members, it’s about lifestyle, recognition, and belonging wherever they go.”
