2026 从数据到愉悦

Travel Dreams2026 From data to delight Contents Foreword ↗3 Introduction ↗4 Building a new era of guest-centric hospitality ↗ Winning the guest and turning travel demand intodestination value ↗10Part II Deepening understanding to create personalizedexperiences ↗21Part III The transformative engine of technology ↗29Part IV Differentiation through sustainability and loyalty ↗36Part V A look to the future ↗43Part VI Methodology ↗46 Part I Building a new eraof guest-centrichospitality What do hoteliers expect to be the topchallenges facing the industry this year? Hoteliers report pressure totransform from many differentdirections. When asked about the top challenges for the year ahead, ‘risingoperational costs’ (38%), ‘digital transformation’ (33%), ‘deliveringhyper personalization’, and ‘changing guest expectations’ (both 31%)were all cited by the hoteliers interviewed for Travel Dreams 2026. A serene 3% did, however, say there would be no challenges facingthe hotel industry over the coming 12 months. Asked specifically about the property they represent, hoteliers pointedto ‘improving guest satisfaction’ (33%) as their chief concern, ahead ofeven ‘generating higher or more profitable demand’ (27%). Guest experience is key. What do hoteliers expect to be the topchallenges facing their property this year 33% Improving guest satisfaction and experience 31% Identifying new revenue streams 29% Delivering hyperpersonalization Digitaltransformation Rising operationalcosts Achieving consistent operational excellence across departments Turning to DMOs, macroeconomicconcerns take precedence How are the expectationsof travelers changing? “The current economic situation will continue to pose a challenge totourism recovery. The increase in trade tariffs, high inflation and interestrates, and volatile oil prices could affect tourists’ travel decisions. “Rising fuel prices for airlines could have a direct impact on passengersas they will be seeing an increase in ticket prices. Transport andaccommodation prices could also remain elevated due to inflation. Thiswill make tourists continue to seek value for money and take short-distance trips closer to home.” Tourism Malaysia How do travelers themselves feel in 2026?Expectations have remained remarkably consistent,with non-negotiable fundamentals continuing todominate hotel choice. There is also opportunity buried withinvolatility. When choosing a hotel, which of the followingfactors are most important to travelers? “Changing global conditions demand a more adaptable structure thanever before, one that can make quick decisions and execute themrapidly. “To boost the resilience of our tourism industry, we are working todiversify markets, promote a range of products across differentdestinations tailored to each target market, and maintain year-roundtourism activity nationwide. Through these efforts, we are not easilyaffected by challenges; rather, we have built resilience against all kindsof obstacles.” Cleanliness and hygiene standards Sinan Seha Türkseven General Manager, Türkiye Tourism Promotion & Development Agency However, expectations around howthese basics are delivered have shifted. Hoteliers were asked - how do you think guestbehavior has evolved in the past five years? Higher expectations for flexiblecancellation and refund policies Greater use of mobile devices forbooking and communication Increased demand forpersonalization Higher focus on healthand safety “Different market segments can have very different expectations. Acorporate traveler may be looking for a good shower, flexible booking andcheck-out, a nice meal and then to leave – and the length of stay may just beone night. They arrive after a meeting, do not want to queue – they want aquick, efficient experience to be in the room. Leisure guests have different needs. They take time; they want to relax andenjoy the recreational facilities across properties, the pools, and spas. Theservice hoteliers offer must be tailored to the needs of the guest.” Tamer Habib Shift toward shorter booking windowsand more spontaneous travel Greater preference for digital andcontactless experiences Chief Operating Officer, Amora Hotels & Resorts Building a new era of guest-centric hospitalityKey takeaways 01 02 Travelers continue toprioritizeprice, location, cleanliness, andsafety. Rising costs and digitaltransformationare the biggestpressures facing hoteliers in2026. 03 04 Expectations are shifting towardflexible, mobile-first, andpersonalized experiences. Improvingguest satisfactionand findingnew revenuestreamsare top hotelierpriorities. Part II Winning the guestand turning traveldemand intodestination value Part I explored the challenges hoteliers faceand the changing expectations of travelers –but where are the opportunities this year andhow can better use of data help? Which sensation makes travelers feel like they have hit their dreamdestination? 32% When I s