Top travel trends for 2026

As 2026 ushers in new beginnings and fresh experiences, Preferred Hotels & Resorts

— claiming to be the world’s largest independent hotel brand — reveals the top travel trends shaping the year ahead. From ultra-luxury sports experiences and cognitive wellness programs to heritage-led hotels and boutique “seacationing,” travel in 2026 promises innovation, immersion and individuality.

‘Sportcations’

While global events such as Formula 1, the FIFA World Cup and the Olympics have long attracted travelers, sports tourism is rapidly redefining luxury travel as fans seek deeper, more exclusive experiences. Hotels are responding with bespoke offerings that seamlessly merge elite sports access with high-end hospitality.

At The Post Oak Hotel at Uptown Houston, basketball enthusiasts can enjoy an ultra-luxury two-night stay complete with courtside seats at a Houston Rockets game, VIP Lexus Lounge access, personalized jerseys and helicopter transfers as part of Preferred Hotels & Resorts’ Live Like A Legend experience. In India, The Leela Palace Jaipur invites guests into the regal world of polo during the Maharaja Sawai Man Singh Polo Cup, offering VIP access, time on horseback, palace dining and spa rituals inspired by Rajput royal heritage. Meanwhile, Boston Harbor Hotel is preparing for soccer’s biggest moments with presidential-style experiences featuring dedicated butler service, pre-game celebrations and personalized welcome amenities.

Heritage is the new frontier

According to Preferred Hotels & Resorts’ Luxury Travel Report, more than 9 in 10 luxury travelers want historic experiences woven into their journeys, with many eager to engage directly with the past. In 2026, this demand is fueling a wave of hotel openings centered on restoration

— historic structures reimagined for modern travelers while preserving their original character.

One standout is Serras Sevilla, set to open in spring 2026 in a restored early 20th-century building in the heart of Seville, offering guests an immersive connection to the city’s rich history. In Malta, the forthcoming Romègas Hotel will occupy a meticulously restored 500-year-old palazzo, carefully balancing heritage preservation with contemporary comfort. Another notable opening is Palais Jamaï Fès, housed in a late 19th-century mansion in Fes, Morocco’s revered cultural and spiritual capital.

Cognitive wellness

Wellness travel is entering a new, science-driven era. Around the world, luxury retreats are combining medical innovation with mindful practice, blending DNA analysis, IV infusions and sleep monitoring with ancient healing traditions. This growing focus, known as “cognitive wellness,” shifts wellness beyond relaxation toward long-term mental and physical optimization.

Personalization is central to this trend, with programs tailored through genetic testing, stress mapping and biometric data. At Amrit Ocean Resort in Florida, guests experience next-generation, touchless therapies such as hyperbaric oxygen, red-light therapy, meditative dry flotation and advanced IV infusions for immunity, detox and vitality. Oslo’s Sommerro features a dedicated Sleep Clinic designed to optimize rest through targeted nerve stimulation, while The Alpina Gstaad in Switzerland offers a biohacking program that fuses Eastern wellness philosophies with advanced technology for transformative results.

Breaking free from the beige

Today’s travelers increasingly seek meaningful, distinctive experiences rather than mass-produced luxury. The Luxury Travel Report reveals that 83 percent of luxury travelers can tell when a hotel is designed for mass appeal rather than authenticity — a phenomenon Preferred Hotels & Resorts refers to as “beige-ification.”

In response, a new generation of hotels is embracing individuality, bold design and cultural immersion. Kasbah Tamadot brings Morocco’s heritage to life through Berber-inspired architecture, local craftsmanship and community-led experiences, from handwoven textiles to traditional tea rituals. On Nicaragua’s Emerald Coast, Rancho Santana offers a sprawling luxury retreat where refined design meets immersive adventure, featuring hand-painted tiles, curated artwork, sunset horseback rides, surf lessons on pristine beaches and wellness rituals set within a forest spa sanctuary.