Travellers Say They’ll Spend Less, But Upgrade More in 2026
Selective upgrades, slower travel, and a strong pull toward Asia define the year ahead, according to GHA’s new report.
Photo: Zoshua Colah / Unsplash
Nearly 80% of travelers say they’ll spend on “meaningful” upgrades rather than splash out freely next year—the standout finding from Global Hotel Alliance’s new 2026 outlook. The data, drawn from more than 4,200 GHA Discovery member responses across multiple regions, paints a picture of travelers who are still eager to travel, but far more deliberate about where their money goes.
That shift is apparent throughout the report, with hotel quality the single strongest non-negotiable at 86%, and location remaining the top factor when choosing where to stay. The trend extends to travel planning more broadly: 62% say they’re choosing new destinations over familiar ones, a preference that holds across generations. Japan leads global wish lists, followed by China and Thailand, a ranking that repeats consistently across various regions.
The study also highlights how personal travel has become. Sixty-five percent say travel expresses their identity, with Gen Z showing the strongest connection between travel and life milestones. And while business travel continues its slower climb, leisure travel is firmly ahead: travelers expect to take an average of six personal trips next year, compared with four for work. Forty-two percent of those leisure trips are projected to be international.
Trip styles are shifting as well. About 60% say they prefer small cities and rural escapes to large capitals, and more than 40% want itineraries that allow for rest or unplanned time. Some markets lean heavily into slower travel—Malaysia and the U.K. in particular—while the U.S. and China still show strong interest in sightseeing-heavy trips.
Technology usage continues its steady rise. More than 60% of travelers have already used AI tools to plan trips, with Gen Z leading at 79%. China, Thailand, and Singapore show the highest comfort levels with AI concierges, with more than three-quarters of respondents open to the idea.
Loyalty preferences are also shifting toward everyday usefulness. Room upgrades, late check-outs, and time-saving perks remain the most valued benefits, while 73% say they would consider a subscription that provides ongoing access and recognition.
Taken together, the findings point to a 2026 traveller who knows exactly where they want comfort, where they want efficiency, and where they want meaning—and who is happy to spend, as long as the upgrade feels worth it.
