Hotels could unlock major new revenue streams as travellers increasingly pay extra for personalised experiences designed to reduce stress and improve wellbeing.
Travellers are paying premiums for personalised stays focused on comfort, convenience and wellbeing
A report from travel technology company Amadeus found modern travellers are increasingly using holidays as a mental health reset rather than purely for leisure, with many willing to spend more on features that offer comfort, convenience and control.
The study, Travel Dreams 2026: From data to delight, surveyed 6,000 travellers and found 41 per cent want to return from a trip with a calmer nervous system.
A further third said their ideal destination would inspire them to digitally detox because the surroundings are more engaging than their devices.
Francisco Pérez-Lozao Rüter, president of Hospitality at Amadeus, said: “Mental wellbeing is no longer a spa-only concept. It’s embedded in operational details such as giving travellers back time, quiet, and comfort, as well as emotional safety.”
He added: “Hotels that design experiences to reduce cognitive load, rather than adding stimulation, are better aligned with how travellers now use travel as a form of self-regulation and recovery.”
The report found guests are most willing to pay extra for early check-in or late check-out, room view or floor selection, personalised welcome amenities, sleep optimisation packages, improved air quality and curated local experience guides.
Some 74 per cent of travellers said they want trips to be personalised.
Amadeus said a 150-room mid-scale hotel could generate an additional US$1 million in annual revenue by monetising these popular room and stay attributes.
The report also found artificial intelligence investment is accelerating across the hospitality sector, with almost every hotelier surveyed planning AI spending in 2026.
Average planned investment was US$320,000 per hotel, rising to US$400,000 in the United States.
Hoteliers said spending would focus on revenue forecasting, automation and chatbots.
Visibility in AI-generated search results is becoming critical, with 69 per cent of travellers reportedly relying solely on AI search summaries when researching trips.
Pérez-Lozao Rüter said: “2026 will be the year the industry turns digital ambition into decisive, competitive action.”