2026 从数据到愉悦

Travel Dreams2026 From data to delight Contents Building a new era of guest-centric hospitality ↗5Part I 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 Foreword Hospitality is being reinvented before our eyes– assumptions about value, experience, anddifferentiation are being challenged. Travelerexpectations are shifting, technological changeis accelerating, and economic uncertainty is Travelers remain anchored to enduring fundamentalssuch as price, location, and safety. But how theyexpect these essentials to be delivered has changeddramatically. Personalization, digital convenience, Hoteliers and DMOs are responding, even asthey face rising costs, data complexity, andevolving operational pressures, as well aschanging geopolitical environments. Many see AI,automation, and smarter use of technology and Travel Dreams 2026: From data to delightis the latestcontribution to this mission. Our new report offers asharp, comprehensive review of where the industry This research project is among our mostwide-ranging to date. By bringing together theperspectives of 6,000 global travelers from thelargest outbound travel markets, 500 seniorhoteliers from the markets that receive the most ThroughoutTravel Dreams 2026, readers will findinsights that illuminate both these challenges –and, importantly, the strategic choices to addressthem. We consider where demand is evolving, howtechnology can elevate the guest journey, and the Here’s to transformingtravel, together. Francisco Pérez-Lozao RüterPresident, Hospitality, Amadeus What emerges is a clear tension, and opportunity,between what travelers value and what hotels and Introduction Just over a year ago, Amadeus unveiledTravelDreams2025, an innovative research projectdrawing on the opinions of thousands of travelers.They described the growing role of social mediain trip planning decisions, how they were willing to satisfaction is the top priority, driven by the powerof online reviews, alongside higher expectationsfor flexible cancellations, mobile interactions, and many interactions. For DMOs, the priority is converting digital demandinto destination value, using data to target anddiversify markets, and maintaining balanced year-round tourism activity. Travelers are clear on whatthey prize in their perfect destination, seeking mentalwellbeing, open spaces, freedom, beautiful views, They are investing heavily in artificial intelligence (AI)for revenue intelligence, forecasting, and automation,while being careful to preserve the human touch inguest services. Sustainability is also a rising in focus,withallhoteliers questioned planning investmentin this area, and more than half allocating at least This year,Travel Dreamsreturns with an expandedscope. InTravel Dreams 2026: From data to delight,the views of hoteliers and DMOs take center stage, Finally, many hoteliers and DMOs are focused onthe critical importance of having a good generativeengine optimization (GEO) and search engine Amadeus-commissioned researchers questioned500 leading hoteliers (with the title of generalmanager or above) within the markets that receivethe most travelers, select DMOs, and 6,000 leisureand business travelers from the largest global Travelers increasingly expect flexible, tailored,and emotionally rewarding trips. Some 74% wantpersonalization, and many show a strong willingnessto pay for features that deliver time, control, andcomfort. Inspiration still comes mainly from friendsand family, but social media posts and ads arecatching up as a driving force, and most travelers Below,Travel Dreams2026explores each of thesefindings in depth, charting a course ahead for the What are the key takeaways? Hoteliers are this year focused on becoming moreefficient, digital, and guest-centric, with rising costs, Part I Building a new eraof guest-centric Hoteliers report pressure totransform from many different What do hoteliers expect to be the topchallenges facing the industry this year? 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 Turning to DMOs, macroeconomicconcerns take precedence How are the expectationsof travelers changing?