Amadeus Report: AI, Wellbeing, and Sustainability Redefine Travel Value

Amadeus released the Travel Dreams 2026 report, based on surveys of 6,000 travelers and 500 hoteliers. It finds travelers increasingly use travel as a mental health reset, with 41% aspiring to return with a calmer nervous system. Hotels can generate an additional US$1 million annually by retailing personalized attributes like early check-in/late check-out. Sustainability is a key differentiator, with travelers willing to pay an average 11.7% premium for eco-friendly hotels. AI investment is accelerating, but travelers still value human touch.