Prioritizing Wellbeing and Sustainability, ETTravelWorld

Indian travellers are rapidly redefining what they expect from travel, with mental wellbeing, sustainability, and hyper-personalisation emerging as key decision drivers in 2026, according to new research by Amadeus shared exclusively ahead of its global release.

The findings signal a structural shift in travel behaviour—moving beyond leisure and luxury to what industry experts are calling “restorative travel,” where experiences are designed to reduce stress, enhance emotional wellbeing, and deliver deeper personal value.

Travel as therapy, not just leisure

A growing segment of Indian travellers now sees travel as a form of self-regulation and mental reset. The report finds that 35% of Indians aspire to return from a trip with a ‘calmer nervous system’, while 38% prefer destinations that encourage digital detox.
This marks a departure from traditional sightseeing-led tourism toward slower, experience-driven journeys focused on mindfulness, nature, and emotional wellbeing.

Experts note this shift is already influencing how hotels design spaces and guest experiences.

“Hotels that reduce cognitive load rather than add stimulation are better aligned with how travellers now use travel—as a form of recovery and independence,” said Jan Tissera of Amadeus.

Sustainability moves from optional to essential

Perhaps the most striking insight is the scale at which sustainability is influencing decision-making.

A staggering 93% of Indian travellers say sustainability credentials impact their hotel choice, the highest among all markets surveyed globally.

More importantly, this intent is translating into willingness to spend:

• Travellers are ready to pay up to 15.5% more for environmentally responsible stays
• Sustainability is increasingly seen as a core differentiator, not a value-add

For hospitality players, this signals a shift from compliance-led sustainability to revenue-linked sustainability strategies.

Personalisation emerges as a major revenue lever

The research underscores that Indian travellers are not just demanding better experiences—they are willing to pay for them.

• 89% want personalised travel experiences
• Guests are willing to pay 13% extra for wellness-focused room features such as improved air quality
• 91% would spend more on curated in-room food and beverage options

The report highlights that hotels can unlock significant incremental revenue through attribute-based selling—customising room features, amenities, and experiences without increasing inventory.
Globally, such strategies could generate up to $1 million annually for a mid-scale hotel, pointing to a major monetisation opportunity.

Technology reshaping discovery and decision-making

Technology—particularly AI—is emerging as a silent but critical enabler of this transformation.

The report reveals that 87% of Indian travellers now rely on AI-generated search summaries when planning travel, making visibility on AI-driven platforms crucial for hospitality brands.

At the same time:

• Nearly all hoteliers surveyed globally are investing in AI in 2026
• Average AI spend per hotel stands at $320,000
• Use cases include pricing, forecasting, guest services, and automation

However, the human element remains non-negotiable. Travellers still expect personalised service and human interaction, with AI expected to operate largely in the background.

Hotels evolving into experience ecosystems

Beyond rooms, hotels are increasingly positioning themselves as multi-dimensional experience hubs.

According to the research:

• 44% of hoteliers see social events, including weddings and celebrations, as key revenue drivers
• Wellness, curated experiences, and local partnerships are emerging as major growth areas

This aligns with India’s broader tourism trends, where demand for destination weddings, experiential travel, and curated stays is growing rapidly.

Implications for India’s hospitality sector

The findings come at a time when India’s travel and tourism sector is witnessing strong growth, but also rising competition and evolving consumer expectations.

The shift toward wellbeing, sustainability, and personalised experiences has direct implications for:

• Hotel design: More nature-led, low-stimulation environments
• Revenue models: Greater focus on ancillary and experience-driven income
• Marketing: Stronger reliance on AI visibility and digital presence
• Operations: Balancing automation with human-led service

With 94% of Indian travellers prioritising seamless digital booking experiences, the industry is also under pressure to enhance tech infrastructure alongside service delivery.

The road ahead

The report ultimately underscores a broader transformation underway in global hospitality—one where value is no longer defined by luxury alone, but by emotional outcomes, personal relevance, and responsible travel.

As demand continues to shift, hotels and travel providers that can align with these evolving expectations—without compromising operational efficiency—are likely to emerge as long-term winners in India’s fast-evolving tourism landscape.