SHERIDAN, WYOMING – December 8, 2025 – For a growing wave of travellers – especially Gen Z – a passport stamp now feels just as important as a promotion. New 2026 insights from Global Hotel Alliance’s 34-million-member GHA DISCOVERY loyalty programme show that trips are becoming less about ticking boxes and more about expressing who you are, how you want to live and what you truly value.
Travel as identity: why Gen Z sees trips as milestones
Across all ages, 65% of travellers say that travel expresses their identity, and nearly 90% either agree or stay neutral – a clear sign that trips are now part of how people define themselves. Among Gen Z, that trend goes even further: half say travel matters more than traditional career milestones, with particularly strong sentiment in Germany, the US, Thailand, the UAE and India.
Instead of saving everything for “one big trip someday,” younger travellers are building their year around regular escapes that reflect their interests – from culture-first city breaks to nature-heavy resets. Leisure travel is set to outpace business trips in 2026, with travellers planning an average of six personal journeys versus four for work, and almost half expecting to travel more for pleasure, not meetings.
Exploration over repetition – but with comfort and wellness built in
The desire to explore is front and centre: 62% of travellers prefer discovering new destinations over revisiting old favourites. When they do return, it’s often to go deeper rather than just repeat the same itinerary – think new neighbourhoods, local food scenes and slower days. Curiosity is especially strong among Gen Z and travellers from India, the UAE and China.
At the same time, comfort and safety remain non-negotiable. For 57% of respondents, those basics still rank above everything else, followed by cultural curiosity at 41% and wellness at 38%. That balance between “stretching yourself” and feeling secure is shaping everything from hotel choices to how people plan evenings, activities and downtime.
Slow, small and more intentional: goodbye rush, hello reset
Big cities still have their appeal, but 60% of travellers now prefer small cities and rural escapes over major urban centres. Many are deliberately designing “nothing days”: 42% want unplanned, restful itineraries, while 36% still lean towards action-packed sightseeing. Members in Malaysia and the UK show the strongest appetite for laid-back trips, while travellers from China and the US are more likely to chase key landmarks.
This isn’t about doing less, but about choosing more consciously. Boomers are opting for fewer, longer restorative breaks, while Gen Z and Millennials stack shorter, experience-rich stays around work, study and side projects.
Editorial extra: 3 ways to travel more meaningfully in 2026
- Swap one “must-see” for a “must-feel” moment
Trade at least one famous landmark for a local neighbourhood walk, a small café or a family-run restaurant where you can slow down and connect. - Build in offline time on purpose
Plan a half-day with no agenda and no screens – just wandering, journaling or people-watching. It’s often when the best memories happen. - Upgrade fewer things, but make them count
Rather than splurging everywhere, invest in one or two touches that match your style: a better room view, a special dinner, or a late checkout that turns departure day into a bonus mini-holiday.
Smart luxury and loyalty: quality over quantity
Rather than “spend it all”, 79% of travellers say they’ll be more selective with their budgets, paying for quality upgrades that genuinely improve the stay. Luxury is increasingly defined by personalised service, great food and flexible options, even though 78% still associate it with five-star or boutique hotels. For 86%, hotel quality is the one thing they refuse to compromise on.
Loyalty is evolving, too. Instead of just collecting points, travellers want lifestyle-based benefits that fit how they live and work. Room upgrades, early check-in and late check-out top the list of valued perks for 44% of GHA DISCOVERY members. And 73% would consider a travel subscription that brings continuous benefits such as time-saving services, exclusive access and a sense of recognition when they arrive.
AI trip-planning and Asia dream trips: how tech and trends meet
Technology is now firmly part of the travel toolkit: 60% of travellers already use AI tools to plan trips, with usage highest among Gen Z at 79% and lowest among Boomers at 31%. Contactless payments, digital room keys and biometric boarding are among the most appreciated innovations, while 42% prefer booking directly through hotel loyalty apps or brand websites instead of third-party platforms.
Asia remains the most desired region for future adventures. Japan leads global wish lists at 14%, followed by China at 7% and Thailand at 6%, together accounting for almost one-third of dream trips. Inspiration still comes first from friends and family (36%), but social media is never far away: Instagram influences 34% of travellers, while YouTube stands out in Japan and Thailand and TikTok leads in China.
“Our 2026 study paints a picture of a traveller who’s more thoughtful and values-driven than ever,” said Kristi Gole, EVP of Strategy at Global Hotel Alliance. “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.”
As 2026 approaches, one thing is clear: for many travellers – especially Gen Z – the most important line on the life resume might no longer be a job title, but the places they’ve been, the people they’ve met and the memories they’ve created along the way.