Consumer Insights

Travel demand is holding in 2026, but growth will favor markets and brands that adapt as power shifts geographically and behaviorally.

Hotel loyalty is evolving into a data-driven, experience-led ecosystem where relevance and recognition define the guest relationship

MENA travelers are redefining global tourism — blending faith, family, and cultural identity with digital fluency and a growing appetite for authentic, experience-led travel.

Americans are back on the road — guided by experiences, wooed by AI, wary of hidden fees, and booking wherever the value clicks.

Asia’s travelers are mobile-first, OTA-driven, and value-conscious—yet increasingly open to premium, branded, and sustainable travel.

Asia’s outbound travelers are getting younger, more digital, and more experience-driven—forcing global travel brands to rethink how and where they engage.

Social media is no longer just inspiring travel, it’s where trips are being researched, priced, and booked. As platforms evolve into powerful sales channels, creators are becoming the new travel agents, short-form video is replacing static ads, and the booking journey is evolving into a low-friction social interaction.

Trump-era politics is driving down global interest in U.S. travel, with safety and perception key to recovery.

To unlock its full tourism potential, India must reimagine its image, simplify entry, elevate infrastructure, and craft compelling narratives that captivate long-haul travelers.

Economic pressures are driving budget-conscious travel in Europe, reshaping spending, boosting midscale hotels, packaged trips, and loyalty programs—brands that adapt will thrive.

Luxury travel is evolving to encompass multiple experiential aspects of travel. In order to best capitalize on high demand and supply gaps, luxury hotels can differentiate themselves by broadening their offerings and embracing lucrative emerging experiential trends.

If 2023 was the year of revenge travel, and 2024 of normalization, what will 2025 bring? Likely a slow and steady baseline of growth amid divergence, challenges, and change.