New insights from transformative technology provider, Amadeus, have revealed Chinese travelers are increasingly using a trip as a health reset, not just as a leisure activity. The research project, Travel Dreams 2026: From data to delight, finds many are this year prioritizing healing travel.
For example, 39% of Chinese travelers aim to return home as “a new version of themselves,” hoping to become clearer, lighter, and more intentional. A further 16% are seeking a “refreshed brain and a calmer nervous system,” while 14% are looking for increased confidence and independence. This marks an acceleration of the wellbeing focus seen in recent years, with younger generations in particular viewing a trip as a purposeful act of self-discovery and emotional recharge.
Malcolm Cheong, General Manager, Hospitality, Greater China, Amadeus, said: “Travel Dreams 2026 highlights a clear shift among Chinese travelers, with health and wellbeing becoming a central motivation, rather than an added extra. Travelers are seeking experiences that help them reset, reflect, and return home feeling like a new version of themselves.
“Hospitality providers need to think beyond traditional wellness, focusing instead on reducing friction, creating calm environments, and giving guests the time and emotional space to recharge. Hotels that prioritize clarity, comfort and cognitive ease will be best positioned to support this growing ‘healing travel’ mindset.”
Personalized attributes can unlock new revenue – without adding a single room
The focus on health is further reflected in Travel Dreams 2026 research, which shows guests are willing to pay a premium for features that create positive outcomes, highlighting a strong appetite for wellbeing-focused travel upgrades.
Some 81% of Chinese travelers say they want their trips to be personalized, and the Travel Dreams 2026 results suggest that if modern retailing opportunities like room attributes are pitched strategically, they can deliver significant financial returns.
The search for peace of mind also starts well before departure, with 89% of Chinese travelers looking for easy online booking and a strong digital presence when choosing a hotel.
AI critical to reducing friction - but must not replace the human touch
AI implementation is accelerating – with only one hotelier globally out of 500 questioned not planning to invest in this area in 2026. Per hotel, the average spend being earmarked for AI in 2026 is $320,000. Hoteliers say this spend will focus on revenue intelligence, forecasting, automation, and chatbots.
Getting generative engine optimization (GEO) and search engine optimization (SEO) right is the top reported demand-generation priority for hoteliers in 2026. With 86% of Chinese travelers (compared to 69% globally) reportedly relying solely on AI search summaries, visibility within generative search is now essential to reaching target audiences.
However, Travel Dreams 2026 research makes one thing clear: travelers still value the human touch – they want people to welcome them, help them, and look after them. These results suggest that AI may be best working quietly in the background: adapting rooms to their preferences, minimizing waiting and uncertainty, and helping staff respond faster, so the entire stay feels effortless.
Sustainability shown as key differentiator
Sustainability has shifted from a ‘nice to have’ to a core expectation, with 85% of Chinese travelers saying sustainability credentials influence their hotel choice. Among travelers who value sustainability, many are also willing to pay a price premium, averaging 12.3% more for a night at a hotel with stronger environmental practices.
All the global hoteliers researched in Travel Dreams 2026 said they are actively planning to spend on sustainability initiatives in 2026 with an average spend of around 7% of total business expenditure. Over a third of hoteliers (35%) also stated that sustainability was a key factor in how they differentiate a property.
Francisco Pérez-Lozao Rüter, President, Hospitality, Amadeus, commented: “AI and sustainability are reshaping travel: both must enhance the human experience rather than replace it. 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 travelers increasingly seek.”
