The age of “just a hotel room” is officially over. SiteMinder’s Changing Traveller Report 2026 — based on responses from 12,000 travelers across 14 countries — shows a clear shift: guests want transformation, personalization, and meaningful experiences. And they are willing to pay for them.
77% Will Spend More — But Only for Authentic Value
The headline statistic: 77% of travelers are prepared to pay extra for genuine, experience-driven offerings.
They’re most interested in:
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spa and wellness — 34%
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curated dining: wine tastings, chef’s tables — 29%
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live music and cultural shows — 25%
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adventure experiences — 24%
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cooking classes — 18%
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yoga, meditation, breathwork — 15%
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sleep and productivity programs — 15%
“Bleisure” is no longer a niche — it’s simply the way people travel.
Hotels Are Becoming Community Destinations
A surprising insight: 74% would pay to use hotel facilities even without booking a room.
Top day-pass preferences include:
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rooftop bars and restaurants — 39.6%
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community-accessible spas — 31.2%
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pool access — 33%
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coworking hubs — 18.3%
This shows the hotel is evolving into a lifestyle hub — a place that generates revenue every day of the week, not only when rooms are full.
AI Moves From Luxury to Necessity
78% of travelers want AI support, primarily for safety and clarity — not gadgets.
Most wanted features:
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real-time budget tracking and overspend alerts — 35%
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tailored restaurant recommendations — 30%
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hotel suggestions that consider health and energy — 29%
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scam and fake-listing detection — 39%
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summarized review insights — 39%
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price-drop alerts and automatic rebooking — 44%
Acceptance varies: over 90% in Asia, while nearly 40% of Canadians and Australians prefer no AI at all.
Loyalty Still Starts with Human Connection
Despite digital evolution, emotional value remains core.
Top loyalty drivers:
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value for money — 66%
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location — 51%
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warm, genuine service — 47%
The Hospitality Formula for 2026
Success will be measured not by room nights, but by:
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high-margin experiential revenue
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day-use and membership income
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guest spending boosted by AI-driven trust and personalization
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emotional attachment that turns visitors into long-term advocates
The hotel of the future is not simply a place to stay — it’s a curated ecosystem where guests, locals, and technology interact to create stories worth remembering.