Amadeus Says Hotels Chase Calmer Trips as 41% Want Mental Reset

Amadeus's latest research shows travelers increasingly want trips that help them feel mentally refreshed, not just entertained.

In its Travel Dreams 2026 study, the travel technology company found that many people now see travel as a way to recover, reset, and return home feeling better. The findings suggest hotels may need to respond by focusing more on comfort, personalization, and smoother stays.

Travelers want rest, not just a holiday

The study found that 41 percent of surveyed travelers want to return from a trip with a calmer nervous system. One-third also said their ideal destination is a place where they would want to digitally detox because the experience around them feels more interesting than being online.

Many also want peace, better sleep, less stress, and fewer distractions. For hotels, that means wellness is becoming part of the full guest experience, not only something offered through spas or dedicated programs.

Hotels may need to reduce friction across the stay

Francisco Pérez-Lozao Rüter, president of hospitality at Amadeus, said mental wellbeing is no longer a spa-only concept. He said it now shows up in everyday details such as saving guests time, reducing stress, and creating a greater sense of comfort and safety.

That shift could change how hotels think about service. Guests who want to feel restored may place more value on quiet rooms, easy arrivals, better air quality, and fewer points of friction.

Personalization could become a bigger revenue driver

Amadeus also found that 74 percent of travelers want more personalized trips. The report says the hotel features with the strongest revenue potential include early check-in or late check-out, room view or floor selection, personalized welcome amenities, sleep optimization packages, improved air quality, and curated local guides.

According to Amadeus, a 150-room mid-scale hotel could generate an additional $1 million a year by selling these types of attributes more effectively.

AI is expanding, but the human touch still matters

The report says AI investment is becoming almost universal among hoteliers. Amadeus found that only one of the 500 hotel professionals surveyed is not planning AI spending in 2026.

Average planned spending is $320,000 per hotel, rising to $400,000 in the US. Hotels said they expect to focus on forecasting, automation, revenue intelligence, and chatbots.

Still, the report says travelers do not want technology to replace people. They still want staff to welcome them, help them, and make the stay feel personal. Amadeus suggests the best use of AI is in the background, where it can reduce waiting, support staff, and make the guest experience feel more effortless.

Sustainability is becoming more important in hotel choice

Amadeus also found that three-quarters of travelers say sustainability credentials affect their hotel choice. Among those who care about the issue, many said they are willing to pay more, with the average premium reaching 11.7 percent for a hotel with stronger environmental practices.

All hoteliers surveyed said they are planning sustainability spending in 2026, with average investment reaching about 7 percent of total business expenditure. More than a third also said sustainability is a key part of how they differentiate their property.

This shift also aligns with insights from Altexsoft’s report, which said that AI, sustainability, and more personalized travel decisions are set to shape the industry in 2026.

Photo by Rio Lecatompessy on Unsplash