Dive Brief:

• Travelers are increasingly prioritizing mental well-being and are using trips as “a mental health reset,” rather than for just leisure, according to a recent report from travel technology provider Amadeus. 
• The April 15 report, called Travel Dreams 2026: From data to delight, surveyed 6,000 global travelers and found that 41% of them are seeking to return from a trip with a calmer nervous system, while a third are hoping for a trip that inspires a digital detox. Additionally, 74% of travelers said they want their trips to be personalized, with some saying they’re willing to pay for features that “reduce friction, add comfort, and give them a sense of control.”
• Francisco Pérez-Lozao Rüter, president of hospitality at Madrid-based Amadeus, said in a statement that these findings have “clear implications for the hospitality sector” with opportunities for hotels to give “travelers back time, quiet, and comfort, as well as emotional safety.” The report also comes as several hotels are embracing holistic wellness via specialized amenities and strive to make relaxation a bigger part of the guest experience.

Dive Insight:

“Hotels that design experiences to reduce cognitive load, rather than adding stimulation, are better aligned with how travelers now use travel as a form of self-regulation and recovery,” Pérez-Lozao Rüter added.

Amadeus identified six revenue-generating attributes for hoteliers to capitalize on the share of guests willing to pay for peace of mind, including early check-in/late checkout; room view/floor selection; personalized welcome amenities; sleep optimization packages; enhanced air quality in rooms; and local experience kits/curated guides.  

“Personalization has become a powerful revenue opportunity for hotels, with travelers increasingly willing to pay for tailored experiences,” Mirja Sickel, executive vice president of hospitality distribution at Amadeus, said in the report. 

According to the report, a mid-scale, 150-room hotel could generate up to $1 million in incremental annual revenue by strategically monetizing these attributes, as many “require minimal operational complexity and deliver immediate returns.” For example, early check-in/late checkout, suggested at a $30 charge, could generate up to $376,200 for a hotel. 

Other key findings from the report include a rise in artificial intelligence investment and an increasing focus on sustainability.

Specifically, 499 of 500 hoteliers surveyed said they planned to invest in artificial intelligence  this year, with plans to invest heavily on revenue intelligence, forecasting, automation and chatbots. Hotels are estimated to spend an average $319,000 globally and up to $400,000 in the U.S., per the report. 

This also comes as travelers are increasingly turning to generative AI platforms to plan and book trips. Amadeus noted hoteliers are also eyeing improvements in generative engine optimization (GEO) and search engine optimization (SEO). 

However, Amadeus cautions that “hotels must be careful not to overstep the mark when it comes to technology, with many travelers still preferring the human touch during many parts of a stay.” 

Additionally, sustainability has shifted from a “nice to have” quality to a “core expectation,” with three quarters of travelers saying sustainability credentials are a deciding factor when booking, per the report. 

All hoteliers surveyed said they plan to invest in sustainability and plan to spend about 7% of their total business expenditure on such initiatives.

Amadeus’ research comes amid reports suggesting that global wellness tourism is expected to swell, with Forbes finding that the industry is anticipated to grow more than 100% from 2022 to 2028 and be worth roughly $1.35 trillion. 

Hotel companies are also trying to jump on the trend, with Minor Hotels planning to debut its Anantara brand in the U.S. with a Miami property that focuses on well-being.