By 2026, it’s not just about the hotel room anymore; it’s about the entire experience of the stay. That’s the key takeaway from SiteMinder’s Changing Traveller Report 2026, which surveyed 12,000 people across 14 nations and reveals the future of hospitality. Today’s traveler is more discerning, more informed, and, perhaps most importantly, more willing to spend money than ever before. Forget just a bed for the night; they’re after transformation, autonomy, and stories they can’t wait to share. And they’re willing to pay quite a bit for it.
77 % Will Pay More — But Only for the Right Kind of Experience
The standout statistic is hard to overlook: “77% of travelers are prepared to spend extra for meaningful, on-site experiences”.
Specifically, they’re interested in:
- Spa & wellness options: 34%
- Curated culinary experiences like wine tastings and chef’s tables: 29%
- Live music or cultural performances: 25%
- Adventure activities: 24%
- Cooking classes with local chefs: 18%
- Practices like yoga, meditation, and breathwork: 15%
- Premium workspaces or sleep programs backed by science: 15%
The term “bleisure” is now essentially obsolete, as the blending of work, wellness, and leisure is simply the way people travel these days.
The Hotel Is No Longer Exclusive — It’s a Community Hub
Arguably, the most groundbreaking discovery is that “74% of individuals would pay to use hotel amenities even without booking a room”.
Popular day-pass attractions include:
- Rooftop bars and restaurants: 39.6%
- Hotel spas open to the local community: 31.2%
- Pool access: 33%
- Coworking spaces with reliable Wi-Fi: 18.3%
What this means is that almost three-quarters of your potential market now sees your property as a lifestyle destination, not just a place to stay. Some hotels in cities like Lisbon, Mexico City, and Bangkok are already successfully operating “members-club” models, generating revenue on typically slow Tuesdays just as well as on fully booked weekends.
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AI: From Nice-to-Have to Non-Negotiable Guardian
A significant 78% of travelers now desire artificial intelligence to play a role in their travel experience, but perhaps not in the ways many hotels might expect.
They aren’t looking for fancy gadgets. Instead, they prioritize security and peace of mind:
- Real-time budget tracking with alerts for overspending: 35% (the top travel concern)
- Restaurant recommendations based on actual dietary preferences: 30%
- Hotel/destination suggestions that consider health and energy levels: 29%
- Detection of scams and fake listings: 39%
- Automated, reliable review summaries: 39%
- Price-drop notifications and automatic rebooking: 44%
However, it is worth noting that regional differences are quite apparent, with acceptance rates exceeding 90% in countries such as China, India, Thailand, and Indonesia, but nearly 40% of Canadians and Australians still prefer no AI involvement. A one-size-fits-all approach won’t work here.
Loyalty Still Begins and Ends with Humans
Despite all the technological advancements, the emotional heart of hospitality endures:
- Value for money: 66%
- Location: 51%
- Warm and genuine staff service: 47%
The Future of Hospitality Equation
In 2026, revenue will no longer be judged solely by the number of room nights sold. Instead, success will be measured by:
- High-margin experiences
- Day-use and membership revenue from non-guests
Additional spending encouraged by intelligent, trust-building AI
Emotional connections that transform first-time visitors into lifelong advocates
In essence, the hotel of the future is not merely a place to sleep.
It’s a holistic environment where guests, locals, and technology come together—and where every interaction is thoughtfully designed to create a memorable story.