2026 is shaping up to be the year travellers trade bragging rights for beautifully intentional escapes. UAE-headquartered Global Hotel Alliance (GHA) has just dropped its latest forecast, and it looks like the new era of travel is all about comfort, curiosity and conscious splurging… with a healthy dose of Middle Eastern wanderlust.
And for those selling travel to the MENA region? Buckle up! Your clients are about to get a whole lot more discerning (in the best way).
Identity takes off
Travel is officially the new self-expression. A whopping 65% of globetrotters say travel represents who they are, and nearly 90% generally agree. Gen Z, unsurprisingly, are leading the charge, with half claiming that travel now outranks career milestones. Think of it as the rise of the “passport flex.”
The trend is especially strong in the UAE, India, Germany, Thailand, and the USA, where travellers are picking destinations that mirror their values as much as their travel aesthetic.
Leisure > laptop
If 2026 had a motto, it might be “Out of office – permanently.” Travellers are planning an average of six personal trips compared to just four business ones. Nearly half expect their leisure travel to rise, while only 12% plan to hop on more work flights.
Gen Z and Millennials are leaning hard into fun-first travel, while Boomers are opting for fewer, but longer restorative breaks. International leisure is rising as well, especially among China, Thailand and India, who are driving overnight stays abroad.
Curiosity is the new compass
The instinct to explore is stronger than ever. A bold 62% want to try somewhere new instead of revisiting the usual favourites. Gen Z again leads the pack (72%), followed closely by travellers from India, the UAE and China.
When choosing a destination, comfort and safety win first place (57%), cultural curiosity follows (41%), and wellness rounds it out (38%). But ask Gen Z, and curiosity trumps everything.
Slow, soulful, and small-city chic
Farewell whirlwind itineraries, hello meaningful meanders. About 60% of travellers prefer small cities and rural corners to the bustle of big metropolises, with China standing as the last bastion of urban glitz.
Nearly half crave unplanned, restful trips, ditching the frantic sightseeing lists. Malaysians (55%) and Britons (53%) are most committed to laid-back travel, while China and the US (both 43%) still enjoy a good old-fashioned power-tour of landmark hopping.
Selective splurging is in
It seems like the champagne-soaked era is out, while thoughtful luxury is in. A massive 79% of travellers say they’ll spend on quality upgrades instead of splurging freely, giving precedence to genuine comfort and value.
Five-star and boutique hotels still define luxury for 78%, but experiential touches — gourmet dining, personalised service and flexibility — are rising fast. And one line is non-negotiable: 86% refuse to compromise on hotel quality.
Loyalty gets a glow-up
Forget chasing points because loyalty is now about lifestyle, belonging and recognition. Room upgrades, early check-in and late check-out top the charts for 44% of travellers, while an impressive 73% would consider a travel subscription for continuous perks.
Time-saving benefits (56%), exclusive access (50%) and the sweet satisfaction of being recognised (47%) all shape what travellers now consider a rewarding stay.
Hello, seamless travel
AI is now a travel essential. Six in ten travellers have used tools like ChatGPT or Gemini for their trip planning. Gen Z adoption hits a massive 79%, while Boomers trail at 31%.
China, Thailand and Singapore are leading in AI-savvy travellers. Contactless payments, digital keys and biometric boarding reign supreme as the most valued tech perks, and 42% prefer booking directly through loyalty apps or brand websites.
Asia still ranks high
Forget global rotation because Asia is firmly in the spotlight. Japan is the clear star for 2026, topping wish lists across markets including the UAE, Thailand, Malaysia, Singapore and Australia. China follows in second place, and Thailand takes third, making Asia the source of almost one in three dream trips.
Travellers are being inspired differently too. Friends and family top the influence charts at 36%, but Instagram has leapfrogged traditional media to claim second place at 34%. YouTube dominates in Japan and Thailand, while TikTok inspires travel dreams across China.
The take away?
“Our 2026 study paints a picture of a traveller who’s more thoughtful and values-driven than ever. They are travelling less for work, more for meaning, and choosing experiences that reflect who they are. What’s particularly exciting is how loyalty has evolved; for GHA DISCOVERY members, it’s about lifestyle, recognition, and belonging wherever they go.” – Kristi Gole, Executive Vice President of Strategy at Global Hotel Alliance
For the travel suppliers and the wider trade, the key take away is travellers in 2026 are chasing authenticity, comfort, curated experiences, and they are ready to spend smart on quality. From culturally rich city escapes to restorative desert retreats and luxe lifestyle hotels, the region is primed to meet their every whim.
So there you have it – it’s time to sell travel that speaks to the heart. And when it comes to the MENA region, there’s an abundance of heart and magic to share.
Also read: Travel buzzwords decoded: Your essential glossary
