Preferred Hotels & Resorts Reveals Top Travel Trends for 2026

1. Sportcations

While major sporting events like Formula 1, the FIFA World Cup and the Olympics have long drawn visitors from all over the world, sports tourism is continuing to rapidly redefine luxury travel as thrill-seeking adventurers and sports lovers demand more out of their travels. Hotels are capitalising on this trend by offering bespoke perks and curated experiences that seamlessly combine sports with luxury hospitality. At The Post Oak Hotel at Uptown Houston for instance, hoops fans can enjoy an ultra-luxury two-night stay complete with courtside seats at a Houston Rockets game with VIP Lexus Lounge access, personalised jerseys, and helicopter transfers as part of Preferred Hotels & Resorts’ bespoke Live Like A Legend experience. At The Leela Palace Jaipur, travellers are invited into the regal tradition of Indian polo during the Maharaja Sawai Man Singh Polo Cup, enjoying VIP access in addition to interactions with players, time on horseback paired with palace dining, and spa rituals rooted in Rajput royal heritage. Other destinations such as Boston Harbor Hotel are pulling out all the stops for football’s biggest moment with presidential experiences including dedicated butler service, pre-game celebrations, and personalised welcome amenities.

2. Heritage Is The New Frontier

According to Preferred Hotels & Resorts’ recently released Luxury Travel Report, over 9 in 10 luxury travellers want historic experiences integrated into their travels, with a vast majority wanting to get up close and personal with the past. This trend continues to take shape in 2026, as many highly anticipated new hotel openings focus on restoration – architectural relics from the past given a new lease of life, infused with modernity while retaining their old-world charm. One such example is Serras Sevilla, an early 20^th century building-turned-boutique hotel set to open in Spring 2026 in the heart of Seville where guests can immerse in the city’s rich history. In Malta, the upcoming Romègas Hotel will be housed in a 500-year-old palazzo that will be meticulously restored to carefully preserve the building’s heritage while introducing modern comforts. Another one to watch is the Palais Jamaï Fès, set within a historic late 19^th-century mansion in the heart of Fes, Morocco’s revered cultural and spiritual capital.

3. Cognitive Wellness

Wellness has a new language: science. Around the globe, luxury retreats are weaving medical innovation into mindful practice — pairing high-tech programs such as DNA analysis, IV infusions, and sleep monitoring with age‑old healing traditions. Experts call this emerging focus cognitive wellness — a new era of restorative experiences where retreats move beyond relaxation towards long-term wellness benefits. Today’s travellers also expect wellness to be personal. From genetic testing to stress mapping, every element is curated to the individual. At Amrit Ocean Resort in Florida, rejuvenation is redefined with next-generation, touchless therapies designed for recovery, relaxation, and renewal, with cutting-edge treatments such as hyperbaric oxygen and red-light therapy alongside meditative dry flotation and advanced IV infusions for immunity, detox, and vitality. One of Oslo’s premier wellness havens, Sommerro, houses a Sleep Clinic designed to optimise sleep through targeted nerve stimulation. The Alpina Gstaad in Switzerland offers a biohacking programme that blends Eastern wellness philosophies with advanced technology for rapid, transformative results.

4. Breaking Free from the Beige

There is a growing desire among travellers for experiences that feel meaningful rather than mass-produced – a trend revealed by the Luxury Travel Report by Preferred Hotels & Resorts. According to the report, 83% of luxury travellers say they can tell when a hotel is designed for mass appeal rather than true luxury. This “sameness”, where everything feels soulless, is what Preferred Hotels & Resorts calls “beige-ification”. A new breed of hotels that recognise the need to resist sameness, embrace individuality, and offer bold experiences, are redefining luxury hospitality by daring to be distinctive and unapologetically original. Kasbah Tamadot brings Morocco’s heritage to life through Berber-inspired design, local craftsmanship, and cultural immersion—from handwoven textiles and antique décor to community-led experiences like tea appreciation. Rancho Santana on Nicaragua’s Emerald Coast is a sprawling luxury retreat where elevated service, refined design, and immersive experiences converge, showcasing hand-painted tiles and curated artwork in its villas to horseback rides at sunset, surf lessons on pristine beaches, and wellness rituals in its forest spa sanctuary. Over in Asia, Dusit Thani Bangkok reimagines modern luxury with bold personality and creative flair, weaving Thai heritage into every detail from its avant-garde design and contemporary art collaborations to authentic culinary journeys and cultural rituals that celebrate the spirit of Bangkok. These hotels and others who “defy the beige” will be celebrated for a week from 26-30 January 2026 as part of Preferred Hotels & Resorts’s Independent Hotel Week.     

5. Pawsome Adventures

Hotels are increasingly transforming pet-friendly travel from a challenge into a true delight, redefining luxury to embrace not only human guests but their precious four-legged companions. No longer limited to simply allowing pets, Preferred Hotels & Resorts’ Preferred Pets programme takes this commitment a step further, ensuring every pet companion enjoys the same level of indulgence as their owners. Custom beds, water bowls, toys, and in-room dining menus tailored for dogs are just the beginning; some properties such as Nemacolin in Pennsylvania houses a full-service resort and spa for pets, offering pet boarding, grooming, and veterinary services. The Mark in New York recently partnered with fashion house Dolce&Gabbana to debut a limited-edition bottle of Fefé, the Italian brand’s alcohol-free fragrance for dogs. Inspired by the hotel’s iconic black-and-white interiors and Dolce&Gabbana’s playful spirit, the collaboration reflects a shared passion for canine luxury while reimagining grooming as a refined ritual. At Hotel Chinzanso Tokyo, tail-wagging perks include a private dog park, city walk guides and handcrafted treats on top of professional pet sitting and grooming services.

6. The Healing Power of Nature

Hotels and resorts are embracing unique nature-inspired healing experiences as the next chapter in wellness travel. From grounding barefoot walks and forest bathing to meditations in gardens or by the sea, properties are weaving the outdoors into their offerings to satisfy travelers’ growing appetite for restorative, authentic experiences. This evolution reflects a wider wellness movement focused on reconnecting with the earth, slowing down, and finding emotional balance through the natural rhythms of the environment. At Bernardus Lodge & Spa in California’s Carmel Valley, guests can embrace the power of the lunar cycle through Moon Manifestations, a 60‑minute guided ritual designed to harness the heightened energy of the full moon through a soul‑nourishing blend of breathwork, mindful release, and intention setting. Casa Velas Puerto Vallarta offers Nature’s Elements: A Grounding Tour, a seasonal wellness journey rooted in nature. Guests begin with barefoot grounding in the Botanical Garden before continuing at Tau Beach Club, where the sand and sea of Banderas Bay enhance relaxation with light refreshments and quiet rest. Blending garden greenery with coastal calm, the experience reflects Casa Velas’ commitment to simple, restorative travel inspired by Mexican tradition.

7. Boutique Seacationing

Seacationing is gaining momentum, though not quite in the way travelers have traditionally known it. While traditional cruises prioritise scale, an emerging wave of luxury boutique hotels is delivering more intimate, thoughtfully curated experiences at sea. Preferred Hotels & Resorts recently expanded its portfolio in Egypt through a strategic partnership with Wings Encora Collection, welcoming six new members to its global portfolio including five luxury Nile cruise experiences. These include the Mazaj Meroot, the newest jewel in the Mazaj fleet, which redefines luxury cruising along Egypt's famed Nile River with an intimate blend of heritage and indulgence. Featuring just 10 elegant cabins and suites, the ship pairs breathtaking journeys between Luxor and Aswan with chef-prepared dining, a rooftop plunge pool, stylish lounge, and a full suite of wellness offerings from spa treatments to a modern gym. Other experiences such as the Mazaj M/S Tamr offer a choice of two different itineraries traveling between Luxor and Aswan. In addition, The Archipelago in Taiwan operates mainly on land but also offers sea-based adventures, giving travellers the best of both worlds. Branding itself as a luxury “cruise on land” resort designed to feel like a cruise ship anchored on land, the hotel offers day cruises for whale watching or private yachts for sea parties and picnics, even allowing junior guests to learn to be a captain for a day.

For more information on the properties and experiences represented within the Preferred Hotels & Resorts portfolio, please visit www.PreferredHotels.com.