I’m sure I’m not alone in feeling that the end of a great trip – whether for business or leisure – often sparks reflection. I think back on what stood out, while my mind drifts toward the next adventure: what I hope for, what I’d repeat, and what I’d do differently.
New research from Amadeus has explored what travelers truly want – and how technology can help bring those aspirations to life. Based on insights from 6,000 travelers across six countries, the Travel Dreams report looks at the full journey: from inspiration and booking to post-trip reflections and hopes for the future.
The post-trip phase: Looking back, planning forward
Travelers reflect on their experiences as they consider future bookings. Their priorities for upcoming trips are not only the result of memories – it’s about evaluating whether a destination or hotel is worth revisiting. As someone who travels frequently for both work and leisure, I’ve found that these reflections often shape my next itinerary more than I expect.
Business travelers often look for speed and personalization. They value services that save time and recognize their loyalty. Travelers we surveyed say things like early room access (38%) and fast hotel check-in (42%) are especially important since they help keep tight schedules on track. Many also appreciate personalized packages, helpful local tips at check-in, and loyalty programs that reward frequent stays.
For leisure travelers, three things influence whether they return to a hotel: value, cleanliness, and service. Value for money is the top priority for nearly two-thirds of leisure travelers. In France, for example, 73% say value for money is the top reason they’d return to a hotel. Clean rooms and facilities are also essential; and great customer service remains a key reason people come back. That’s especially true in the UK, where 60% of travelers say service is the most important factor.
The ideal future hotel experience
Creating the perfect hotel experience starts with understanding what guests really care about. For leisure travelers, it’s all about feeling seen – half of them want a personalized welcome that feels warm and genuine. Wellness is also becoming a bigger deal, with 44% of all travelers looking for things like spas, fitness classes, and even mental health retreats. This trend is especially strong in Germany and India, where 45% and 53% of travelers respectively say wellness offerings are a top priority.
Sustainability is gaining traction too, especially with business travelers. About 36% of them care about eco-friendly practices and green certifications, compared to 27% of leisure travelers. People are clearly looking for stays that feel meaningful, healthy, and kind to the planet.
Technology is changing the game as well. Business travelers are more open to tech-driven experiences – 41% are interested in things like AI-powered personalization and contactless services, while only 28% of leisure travelers feel the same. And 22% of business travelers would even prefer to pay with crypto or digital wallets, showing a shift toward modern, flexible payment options.
How AI is shaping the future of travel
AI is quickly becoming a trusted travel companion, especially for younger and tech-savvy travelers. According to the Travel Dreams research, many are already using AI to help pick restaurants, book hotels, and plan entertainment. Business travelers, in particular, love how AI makes things faster and more tailored to their needs. Some even say they’d trust AI to write reviews of their trips – hinting at a whole new way to share feedback. In China, this enthusiasm is especially strong – 68% of travelers say they’d be happy to use an AI chatbot to help plan their next trip, more than any other country surveyed.
So, what does this mean for hotels and travel providers? AI isn’t just a futuristic extra anymore – it’s something guests expect. Investing in smart, personalized tools is key, but it’s just as important to keep the human touch. As AI continues to grow, it’ll help travelers feel more understood and inspired throughout their journey
How hotels can respond to changing traveler expectations
To stay ahead in today’s travel landscape, hotels need to find the right balance between smart tech and genuine hospitality. Automation can boost efficiency, but it’s the personal touches that guests remember.
Start by tailoring your offerings to different traveler types. Business travelers want speed, personalization, and loyalty perks. Leisure guests are looking for comfort, authenticity, and emotional connection. Segmenting your services accordingly makes a big difference.
Investing in wellness amenities, eco-friendly practices, and seamless digital experiences can also elevate the guest journey and build long-term loyalty. And when it comes to AI, think of it as a tool to enhance – not replace – real human interaction. Use it to personalize and streamline, but always keep the guest experience warm and welcoming.
Looking ahead
Traveler expectations may differ across regions and traveler types, but one thing is clear; when one trip ends, the next begins with fresh ideas, new preferences, and endless possibilities. As the Travel Dreams research shows, dreaming about future travel isn’t just personal – it’s shaped by culture, technology, and past experiences. For hoteliers, that means every stay is a chance to inspire the next one.
For more insights on traveler trends and priorities, download the full Travel Dreams report here.
About Amadeus
Amadeus makes the experience of travel better for everyone, everywhere by inspiring innovation, partnerships and responsibility to people, places and planet.
Our technology powers the travel and tourism industry. Inspiring more open ways of working. More connected ways of thinking, centered around the traveler. Our open platform connects the global travel and hospitality ecosystem. From startups to big industry players and governments too. Together, redesigning the travel of tomorrow.
We are working to make travel a force for social and environmental good. A collective responsibility to protect and improve the people and places we visit, ensuring travel continues to make positive contribution to our world.
We apply innovation to meet new needs, to solve real challenges. Our truly diverse global workforce, made up of 150 nationalities, is passionate about travel and technology.
We are an IBEX 35 company, listed on the Spanish Stock Exchange under AMS.MC. We have also been recognized by the Dow Jones Sustainability Index for the last 13 years.
Amadeus. It’s how travel works better.
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