What happens when 32 million travellers stop chasing passport stamps and start chasing purpose? Instead of piling up itineraries, they’re slowing down, spending with intent, and using travel as a way to express who they are. That’s the picture Global Hotel Alliance paints in its outlook for 2026, built from insights gathered through its GHA DISCOVERY loyalty programme, which spans more than 32 million members worldwide.
The UAE’s travellers sit right at the heart of this shift. Around 68 per cent prioritise exclusivity and high-end stays, choosing access and experience over discounts. Food and culture matter too, with dining and authentic encounters ranking high on their plans for the year ahead.
Identity-driven travel is taking over
For 65 per cent of global travellers, travel is now tied to identity — not just where they go but who they are. Among Gen Z, 50 per cent even say travel ranks above career milestones, underscoring just how personal the journey has become.
Germany, the US, Thailand, the UAE and India are leading this change in mindset, where destination choice reflects values, curiosity and self-expression.
Leisure rules over business
People want to travel for pleasure, driven by experience rather than obligation. In 2026, travellers expect to take an average of six leisure trips versus four business ones. Almost half, 47 per cent, expect their leisure travel to increase, while only 12 per cent anticipate more work trips. Gen Z and Millennials will be the biggest movers — 65 per cent of Gen Z plan to travel more for fun, while Boomers favour fewer but longer restorative breaks.
International travel will remain strong, with more than 40 per cent planning overseas leisure trips, especially from China, Thailand and India.
New places beat familiar favourites
Curiosity is winning over comfort. Sixty-two per cent want to explore new destinations instead of returning to ones they know, though the 38 per cent who do return say it’s for deeper immersion.
The exploratory itch is strongest among Gen Z at 72 per cent, and in markets like India, the UAE and China. Safety and comfort still matter most at 57 per cent, followed by cultural curiosity at 41 per cent and wellness at 38 per cent.
Slow travel goes mainstream
Travellers are trading frantic sightseeing for slower, richer experiences. Around 60 per cent now prefer small cities and rural escapes over large metropolises. China stands out as the exception with 51 per cent still drawn to major urban hubs.
Forty-two per cent want relaxed, unplanned breaks, compared to 36 per cent who want packed itineraries. Malaysia leads the slowdown trend at 55 per cent, closely followed by the UK at 53 per cent, while travellers in China and the US, both at 43 per cent, still lean towards landmark-hopping.
Spending smarter, not bigger
Selective luxury is on the rise. Seventy-nine per cent say they’ll spend on meaningful upgrades, not splurge without purpose. Germany shows the highest share of free-spend travellers at 22 per cent, while 63 per cent of Asia-Pacific travellers prefer thoughtful spending. What counts as luxury is changing too. Five-star and boutique hotels still resonate at 78 per cent, but personalised service, gourmet dining and flexibility are now just as valuable.
Nearly everyone draws the line at quality — 86 per cent refuse to compromise on hotel standards.
Loyalty becomes a lifestyle
Travel loyalty is evolving from points to belonging. In 2026, 44 per cent value perks like upgrades, early check-in and late check-out the most. Seventy-three per cent would even consider travel subscriptions that offer lifestyle-focused benefits.
Recognition, exclusivity and time saved matter most — 56 per cent want convenience, 50 per cent want privileged access, and 47 per cent want to feel seen.
Technology is now part of the journey
Digital travel habits are firmly embedded. Sixty per cent have already used AI like ChatGPT or Gemini to plan trips — 79 per cent among Gen Z versus just 31 per cent among Boomers. China, Thailand and Singapore lead adoption.
Contactless payments at 56 per cent, digital keys and biometric boarding rank among the most valued innovations. And when booking, 42 per cent prefer loyalty apps or hotel sites over third-party platforms.
Asia leads global dream-trip wish lists
Asia dominates 2026 bucket lists, with Japan taking the top spot worldwide and among travellers in Thailand, Malaysia, the UAE, Singapore and Australia. China ranks second at 7 per cent, followed by Thailand at 6 per cent — together making up almost one in three dream trips.
Inspiratio,n too, has shifted. Friends and family still lead influence at 36 per cent, but Instagram now sits second at 34 per cent, ahead of traditional media. YouTube drives discovery in Japan and Thailand, while TikTok leads in China — proof that Asia is shaping not just where we go, but how we imagine our next adventure.
Kristi Gole, EVP of Strategy at Global Hotel Alliance, sums it up: “Our 2026 study paints a picture of a traveller who’s more thoughtful and values-driven than ever. 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.”
