In 2026, Australian travellers will be Google-faithful researchers, with the highest search engine usage globally. They’ll obsess over location details when booking and uniquely prioritise the little things that matter—one of just three countries choosing pillow perfection over peace and quiet. If you nail the overlooked comforts in a premium location, they’ll surely come back.

In 2026, Canadian travellers will be the ultimate networkers, more likely than any other to start their accommodation hunt by asking friends and family for insider tips. When they book their stay, they’re quicker to pick up the phone than most and will almost always insist on paying with a credit card.

In 2026, China’s travellers will top the list of luxury-seekers, gravitating toward boutique hotels and shunning standard rooms for superior stays with breathtaking views. They’ll be the experience-obsessed globetrotters who value memorable moments, embracing TikTok property discovery, cutting-edge robotics and seamless digital wallets.

In 2026, French travellers will be perfectionist value seekers who demand room quietness above all else. They’ll escape to vacation rentals and campsites more than any other European guest, and they’ll be won over by properties that paint an irresistible picture through images and videos.

In 2026, German travellers will be the old-school value masters, calling to book Superior rooms directly and travelling solo more than any other nation. They’ll expect complimentary breakfast but resist extras, stick to traditional payment methods, and choose human interaction over emerging hotel technologies.

In 2026, India’s travellers will be adventure enthusiasts who demand excellence at every touchpoint – abandoning bookings when websites lag and carefully checking health and safety protocols. They’ll maximise their stays with flexible check-in/out times, upgrade to deluxe rooms and eagerly pay extra if it means a memorable hotel experience.

In 2026, Indonesia’s travellers will book through OTAs more than any other market. While they’re above average for starting their search on social media, they’ll ultimately convert through online travel agencies. They’re experience seekers who choose upgraded rooms with views and immerse themselves in on-property offerings like spa days and live music.

In 2026, Italian travellers will be drawn to unique independent hotels through captivating videos and images, always seeking the quietest rooms possible. They’ll indulge in hotel spas as their preferred luxury, value direct communication with their hosts and are the most likely traveller to venture both internationally and domestically.

In 2026, Mexico’s travellers will be gravitating toward well-known hotel chains and booking directly for peace of mind over third-party sites. They’ll scrutinise every package offer, prioritising those with breakfast and adventure activities included, and place value on outstanding customer service.

In 2026, Singapore’s travellers will be the most internationally-minded, with 64% venturing exclusively abroad. They’ll book through OTAs based on one key priority: prime location. They demand lightning-fast WiFi and premium bedding, get swayed by complimentary upgrades and readily pay extra for flexible check-in/out times.

In 2026, Spain’s travellers will be all about trust – increasingly seeking recommendations from friends and family while staying loyal to familiar hotel brands with passionate staff. They’ll be selective spenders who skip room upgrades in favour of specific comforts: perfect temperature control, optimal shower pressure, reliable airport transfers and convenient parking.

In 2026, Thailand’s travellers will be digital-savvy researchers discovering their ideal stay through social media and travel blogs, with B&Bs emerging as their favourite. They’ll scrutinise every review and security detail while seeking indulgent yet sustainable experiences—expect them to choose eco properties where they’ll splurge on organic dining and wine tastings.

In 2026, UK travellers will be detail-oriented planners who research thoroughly on OTAs, booking wherever offers maximum flexibility. They’re location-obsessed, scrutinising positioning above all and returning to hotels in prime spots. They want reliable WiFi, private balconies, and human service—not robots or crypto payments, which they’re least likely to use alongside the French.

In 2026, American travellers will lead the world in direct bookings, going straight to hotel websites more than any other market. They’re the most domestically-focused travellers globally, often sticking to familiar chains and demanding clear value. Once they find it, they’ll return loyally—especially if there’s freebies involved.