- Journey will get extra private, with 65% of travellers saying it expresses who they’re
- Leisure for pleasure will lead, 6 journeys deliberate on common vs. 4 for enterprise
- Exploration will rule, as 62% select new locations over previous favourites
- Sluggish, acutely aware breaks will choose up as 60% search small cities and rural escapes
- Selective luxurious; 79% plan to spend on significant upgrades, quite than splurge freely
- Tech adoption to proceed, with 60% already utilizing AI instruments to journey plan
- Asia stays world’s most desired journey area, led by Japan as high vacation spot
DUBAI, UAE – December 3, 2025 – UAE-headquartered International Lodge Alliance (GHA), the world’s largest alliance of unbiased resort manufacturers, has revealed how the world will journey in 2026, based mostly on insights from members of its award-winning GHA DISCOVERY loyalty programme, which now counts 34 million-plus travellers globally.
Survey outcomes level to a extra intentional traveller, one who values connection, consolation and authenticity over extra. From the rise of discerning spending and lifestyle-based loyalty to Asia’s continued dominance as a dream vacation spot, journey in 2026 will probably be smarter, slower, and extra private than ever earlier than. For US-based members, consolation stays king. Flight consolation and resort high quality are non-negotiable priorities, whereas wellness-focused and relaxation-led journeys are gaining recognition, notably amongst Millennials. With 45% of US travellers having used AI to plan journeys, they fall behind the 60% world common, suggesting a choice for private contact over algorithms when crafting their journeys.
Right here’s how the journey panorama is anticipated to form up:
Journey will probably be extra private
For 2026 travellers, journeys have gotten extra about who they’re than the place they go; 65% of travellers agree that journey expresses their id, whereas almost 90% agree or stay impartial general. Amongst Gen Z, 50% say journey issues greater than profession milestones, proof that world experiences are actually the brand new achievements. This mindset is strongest in Germany, the US, Thailand, the UAE, and India, reflecting how locations have develop into expressions of private values and individuality.
Journey will probably be leisure-led
The need to journey for enjoyment and expertise is stronger than ever. In 2026, travellers plan a mean of 6 private journeys versus 4 for enterprise. Practically half (47%) anticipate their leisure journey to extend, whereas solely 12% plan to journey extra for work. Gen Z and Millennials are driving this shift, with 65% of Gen Z saying they’ll journey extra for enjoyable, whereas Boomers go for fewer, longer restorative breaks. Greater than 40% anticipate to journey internationally for private journeys, led by China, Thailand and India in in a single day stays overseas.
Journey will probably be extra exploratory
Curiosity is redefining how travellers select their subsequent journey. 62% want discovering new locations over revisiting previous favourites, whereas the 38% who do return say it’s to expertise a spot extra deeply. The urge for food for discovery is strongest amongst Gen Z (72%) and travellers from India, the UAE and China. When selecting the place to go, 57% prioritise security and luxury, adopted by cultural curiosity (41%) and wellness (38%) – although for Gen Z, curiosity leads each choice.
Journey will probably be slower and extra acutely aware
Quick-paced itineraries are being changed by slower, extra significant journeys. Round 60% of travellers want small cities and rural escapes to massive metropolises, with China the one market nonetheless favouring iconic city spots (51%). 42% of travellers need unplanned, restful journeys, with an action-packed sightseeing agenda lagging behind at 36%. Members who desire a laid-back itinerary probably the most are based mostly in Malaysia (55%) and the UK (53%), whereas these in China and the US (each 43%) usually tend to whizz round key sights and landmarks.
The rise of the selective splurge
Travellers have gotten extra discerning, with 79% saying they’ll spend on high quality upgrades quite than splurge freely, prioritising worth and luxury. Germany data the very best share of “splurge freely” respondents (22%), whereas 63% of Asia-Pacific travellers want to spend extra thoughtfully. The definition of luxurious is shifting: 78% nonetheless equate it with five-star or boutique motels, however extra now affiliate it with personalised service, gourmand eating, and adaptability. Above all, 86% say resort high quality is the one side of journey they refuse to compromise on.
Loyalty will develop into a life-style
Journey loyalty has advanced from accumulating factors to constructing belonging by way of considerate advantages. For 2026, 44% of members say room upgrades, early check-in and late check-out are their most valued perks, whereas 73% of travellers would contemplate buying a journey subscription providing steady life-style advantages. Members additionally rank timesaving (56%), unique entry (50%) and recognition (47%) as key to a rewarding keep.
Journey will probably be smarter and extra seamless
The tech-enabled traveller is right here to remain. Six in ten members have already used AI instruments similar to ChatGPT or Gemini to plan journeys, with utilization highest amongst Gen Z (79%) and lowest amongst Boomers (31%). China, Thailand and Singapore lead in AI adoption. Contactless funds (56%), digital resort keys and biometric boarding are probably the most valued improvements, whereas preferences nonetheless fluctuate by age and area. When reserving, 42% of travellers favour resort loyalty apps or model web sites over third-party platforms.
Asia tops world journey want lists for 2026
Asia is setting the tempo for world journey in 2026. Japan leads the area – and the world – as probably the most desired vacation spot, named by 14% of travellers and topping want lists for members in Thailand, Malaysia, the UAE, Singapore and Australia. China ranks second (7%) and Thailand third (6%), collectively accounting for nearly one in three dream journeys subsequent yr.
And with regards to journey inspiration, travellers are turning to trusted voices and visible platforms. Family and friends stay primary (36%), whereas Instagram has surged to second place (34%), overtaking conventional media. YouTube leads in Japan and Thailand, and TikTok reigns in China, proof that Asia will not be solely shaping the place we journey, but in addition how we dream about it.
“Our 2026 research paints an image of a traveller who’s extra considerate and values-driven than ever,” mentioned Kristi Gole, Govt Vice President of Technique at International Lodge Alliance.
“They’re travelling much less for work, extra for that means, and selecting experiences that replicate who they’re. What’s notably thrilling is how loyalty has advanced; for GHA DISCOVERY members, it’s about life-style, recognition, and belonging wherever they go.”
For country-specific information and infographics, observe this hyperlink.
For extra info, go to International Lodge Alliance and GHA DISCOVERY.
GHA DISCOVERY is complimentary to affix, and travellers can join on-line or obtain the GHA DISCOVERY app and register on their cellphones. Travellers also can join with GHA DISCOVERY on Instagram and Fb.
Media Contact
International Lodge Alliance
Andrea Krenn
M: +971566818025
E: andrea.krenn@gha.com
About GHA and GHA DISCOVERY:
International Lodge Alliance (GHA) is the world’s largest alliance of unbiased resort manufacturers with 50 manufacturers and greater than 950 motels in 100 nations. Its award-winning loyalty programme – GHA DISCOVERY – gives 34 million members recognition, D$ rewards and unique experiences throughout its motels and companions, each with and with no keep.
Via membership in GHA, manufacturers develop their world attain, drive incremental income, and cut back dependence on third-party channels, all whereas sustaining administration independence and particular person positioning. For extra info, go to globalhotelalliance.com
