U.S. Travelers Signal a Shift in 2026 Priorities
U.S. travelers are leaning into self-expression, quality, and calm. Here’s what hotels should know going into 2026.
As we close out 2025, trend reports are landing fast... and the latest from Global Hotel Alliance and Skift is one worth taking a look at. Their 2026 Global Travel Trends survey, which draws insights from over 4,200 global travelers, highlights a significant shift in how, where, and why people travel. But when you zoom in on the U.S. market, a few clear themes emerge that hotel marketers should pay close attention to.
