Sustainability has shifted from a ‘nice to have’ to a ‘core expectation’ for many travellers, with three quarters stating sustainability credentials influence their choice of hotel, a new study by Amadeus has found.
According to the travel software firm’s report, Travel Dreams 2026: From data to delight, among travellers that value sustainability highly, many are also willing to pay a price premium, of 11.7% on average, for a hotel with stronger sustainability practices.
In addition, all hoteliers featured in the study said that they are planning to increase their spend on sustainability initiatives in 2026, with an average spend of around 7% of total business expenditure. More than a third (35%) stated that sustainability was a key differentiating factor when it comes to hotel properties.
Evolving expectations
The study, which surveyed some 6,000 travellers, explored how the travel and hotel industry is evolving in response to changes in technology, sustainability expectations, and consumer priorities.
As it found, travel is increasingly associated with mental wellbeing, with 41% of respondents seeking to return from a trip with a ‘refreshed brain’ alongside ‘finding a new version of themselves’ and ‘greater confidence and independence’.
Allied to this, around a third of respondents said that they believe an ideal destination is one that encourages reduced cognitive load, such as digital engagement. Guests are willing to pay a premium for several features, including, in order of priority, flexible check-in times, room selection options, personalised amenities, and services aimed at improving sleep and air quality.
Elsewhere, the report found that 74% of travellers expect tailored experiences during their stay, which in turn is influencing how hotels design services and interact with guests, including increased reliance on AI to support the guest experience.
‘Reshaping travel’
“AI and sustainability are reshaping travel: both must enhance the human experience rather than replace it,” commented Francisco Pérez-Lozao Rüter, president, hospitality, Amadeus. “AI should work behind the scenes and aim to reduce friction, anticipate needs, and let staff focus on welcoming and caring for guests, while strong environmental credentials build trust, influence choices, and can even justify premium pricing.
“Together, they define the hotels that travellers increasingly seek.” Read more here and here.
