GHA travel trends: Personal and purposeful travel in 2026

Global Hotel Alliance (GHA), an alliance of independent hotel brands, has released insights into travel patterns expected for 2026, based on survey data from its GHA DISCOVERY loyalty programme, which includes over 32 million travellers globally.

The UAE-headquartered organization conducted its survey in October 2025, analyzing 4,200 responses from members across multiple markets. 

According to the findings, travel in 2026 will be characterized by more intentional choices, with travellers prioritizing connection, comfort and authenticity over excess.

Travel as personal expression

According to the study, 65 per cent of travellers view their journeys as expressions of personal identity, with nearly 90 per cent agreeing or remaining neutral on this sentiment overall. 

GHA identified the trend is particularly pronounced among Gen Z, with 50 per cent stating that travel matters more than career milestones. This mindset is strongest in Germany, the US, Thailand, the UAE, and India, the report indicates.

Leisure travel dominates

The research reveals that leisure travel will "significantly" outpace business travel in 2026, with travellers planning an average of six personal trips versus four for business. 

Nearly half of respondents (47 per cent) expect their leisure travel to increase, while only 12 per cent plan to travel more for work. 

GHA reports that Gen Z and Millennials are leading this shift, with 65 per cent of Gen Z saying they'll travel more for leisure, while Boomers are opting for fewer, longer restorative breaks. 

More than 40 per cent expect to travel internationally for personal trips, led by travellers from China, Thailand and India.

Exploration over familiarity and slow travel movement

The study found that 62 per cent of travellers prefer discovering new destinations over revisiting familiar ones, while the 38 per cent who do return say it's to experience a place more deeply. 

This appetite for discovery is strongest among Gen Z (72 per cent) and travellers from India, the UAE and China. 

When selecting destinations, 57 per cent prioritize safety and comfort, followed by cultural curiosity (41 per cent) and wellness (38 per cent), though Gen Z respondents report that curiosity leads their decision-making.

According to the findings, fast-paced itineraries are giving way to slower, more meaningful journeys. 

Around 60 percent of travellers prefer small cities and rural escapes to large metropolises, with China the only market still favoring iconic urban destinations (51 per cent). 

The research shows that 42 per cent of travellers want unplanned, restful trips, compared to 36 per cent who prefer action-packed sightseeing. 

Members seeking laid-back itineraries are primarily based in Malaysia (55 per cent) and the UK (53 per cent), while those in China and the US (both 43 per cent) are more likely to visit key sights and landmarks.

Selective spending, lifestyle-based loyalty

The study indicates that 79 per cent of travellers will spend on quality upgrades rather than splurge freely, prioritizing value and comfort. 

Germany records the highest share of "splurge freely" respondents (22 per cent), while 63% of Asia-Pacific travellers prefer more thoughtful spending. 

According to the research, the definition of luxury is shifting: while 78 per cent still associate it with five-star or boutique hotels, more now connect it with personalized service, gourmet dining, and flexibility.  

Above all, the study indicates that 86 per cent say hotel quality is non-negotiable.

The findings also show that travel loyalty has evolved beyond point collection. For 2026, 44 per cent of members identify room upgrades, early check-in and late check-out as their most valued perks, while 73 per cent would consider purchasing a travel subscription offering continuous lifestyle benefits. 

Members also rank time-saving services (56 per cent), exclusive access (50 per cent) and recognition (47 per cent) as key to a rewarding stay.

Technology integration

According to the study, six in ten members have already used AI tools such as ChatGPT or Gemini to plan trips, with usage highest among Gen Z (79 per cent) and lowest among Boomers (31%). 

China, Thailand and Singapore lead in AI adoption. The research indicates that contactless payments (56 per cent), digital hotel keys and biometric boarding are the most valued innovations. 

When booking, 42 per cent of travellers favour hotel loyalty apps or brand websites over third-party platforms.

Asia leads destination rankings

The study reveals that Japan leads as the most desired destination globally for 2026, named by 14 per cent of travellers and topping wish lists for members in Thailand, Malaysia, the UAE, Singapore and Australia. 

China ranks second (7 per cent) and Thailand third (6 per cent), together accounting for almost one in three dream trips planned for next year.

When it comes to trip inspiration, the research shows that 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, and TikTok dominates in China.

"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 global hotel alliance, in the report. 

"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."

Regional insights

Singapore: Members plan predominantly international travel (90% for business, 84% for leisure), prioritizing efficiency and time-saving services, with 93% of international business travellers holding elite membership tiers.

Australia: Travellers split journeys evenly between domestic and international, prioritizing hotel quality and flight comfort; only 40% have tried AI trip planning versus the 60% global average.

China: Domestic travel dominates, with 51% still preferring iconic cities over rural escapes; 82% define luxury through fine dining and 76% through brand prestige.

Germany: Embodies the "selective splurge" mindset with 58% willing to spend on meaningful upgrades; 70% say travel reflects personal identity, among the highest globally.

United States: Flight comfort and hotel quality remain non-negotiable; wellness-focused trips gain popularity, particularly among Millennials, though AI adoption (45%) trails the global average.

United Kingdom: Hotel experience and loyalty rewards drive travel decisions; members balance sightseeing with downtime while prioritizing comfort and recognition perks.

Thailand: Among the most curious travellers globally, favoring structured, activity-rich itineraries (58% prefer sightseeing); 67% use YouTube and AI tools for inspiration.

Japan: Leading in tech-enabled travel with 73% valuing biometric technologies and 68% using YouTube for inspiration; growing interest in city-based wellness breaks.

Malaysia: Members balance exploration with convenience, with 52% booking via loyalty apps; travel split evenly between domestic and international, preferring meaningful upgrades.

United Arab Emirates: Frequent business and luxury travellers with 68% prioritizing high-end stays and exclusivity; culture and cuisine rank highly on wish lists.

India: One of the most dynamic markets, ranking in top three for leisure travel growth; 78% plan to explore new destinations with focus on wellness and cultural authenticity.

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