The new hotel guest
Hotel guests in 2026 are booking smarter, trading up selectively and choosing stays that feel personal, flexible and experience-led
T he hotel decision-making agencies, using those platforms for comparison before some return to book direct, while AI is becoming part of the booking process, particularly for price monitoring, scam detection and spending control. At the same time, more travellers are choosing superior or luxury rooms, suggesting that value no longer simply means the lowest rate, but a stay that feels worth the spend. Experience is also moving up the priority list. Globally, Hotels.com reports that 54% of travellers now want to “hotel hop” journey is changing fast. In 2026, guests are increasingly starting their accommodation search on online travel
within a single destination, with 50% doing so to explore different neighbourhoods and 35% to unlock better deals. This points to a broader shift: hotels are becoming part of the itinerary, not just the base for it. In the Middle East, the trend is even more pronounced. UAE and Saudi travellers are planning frequent trips in 2026, with Marriott Boanvoy research showing strong demand for service, cleanliness, family-friendly stays, on-site food and loyalty benefits. AI is also moving mainstream in the region, with 72% of UAE and KSA travellers using it to plan or research holidays and 69% saying they would trust it to book accommodation. Here are some fast facts and stats capturing market sentiment.
54 % Would “hotel hop”in one destination
80 | ATM YEARBOOK 2026
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