The traveller of 2026: experience, technology and emotion as the new focus of the hotel sector

Guest behaviour is changing faster than ever. Next year's travellers are no longer just looking for comfortable accommodation: they want to enjoy experiences, feel accompanied at all times and have technology that makes their stay easier, not more complex.

The data confirms this: travellers are willing to spend more during their stay, provided that the hotel offers them relevant, personalised services that are accessible from anywhere. The experience is no longer a bonus: it is a decisive factor.

In this new scenario, technology becomes a strategic ally, and digitalisation is no longer an option but a determining factor in the profitability of accommodation.

1. The hotel as a living space: guests want more than just a place to sleep

More and more travellers are looking for experiences beyond the room. Services such as restaurants open to non-guests, spas, rooftops, coworking spaces or occasional access to the pool turn the hotel into a true social hub, not an exclusive space for the staying guest.

This opens up a huge opportunity:

• more in-hotel spending

• more complete experiences

• new customer profiles

Hotels that digitise these services, allowing them to be booked from an app, showcased in a dynamic catalogue and communicating real-time offers, multiply their customer acquisition potential and increase the average spend without needing to increase occupancy.

2. Guests seek well-being, not complexity

Experiences related to well-being, leisure and disconnection are gaining ground over purely functional services.

Hotels that simplify management, avoid queues and reduce friction are becoming the preferred choice.

Travellers do not want technology that replaces them; they want technology that accompanies them, anticipates their needs and reduces stress. And this is where Uplaan makes a difference:

• Direct and segmented communication before, during and after the stay.

• Internal reservations in a single click.

• Information updated in real time.

• Automation of repetitive processes that frees up staff to focus on human interaction.

3. Loyalty: emotional impact remains key

Although location and price remain important factors, two elements are gaining ground: memorable experiences and staff service.

In Spain, in particular, human service remains the main reason for returning to a hotel.

Technology plays a decisive role here: the more digitised the hotel is, the more time the team has to focus on the guest rather than managing manual tasks, calls or administrative processes.

Digitisation does not replace the warmth of service; it enhances it.

4. The power of data to anticipate what is coming

The guest of 2026 demands agility. Shorter getaways, remote working and flexibility are pushing hotels to be quicker in their decision-making.

This is only possible with real-time information:

• Which services are most popular?

• What type of guest returns?

• When are the peaks in demand?

• Which experiences generate the most revenue?

Hotels that work with data can fine-tune their operations, staffing and resources, reducing costs and increasing satisfaction. All this is possible thanks to Uplaan's Management module, which consolidates the information and transactions generated by the hotel and presents it in clear tables and graphs to facilitate decision-making.

It allows you to analyse activity in real time, understand service performance and identify opportunities for improvement with accurate, up-to-date data.

Conclusion: technology as a driver of memorable experiences

The traveller of 2026 is more demanding, more digital and more emotional. They want experiences, they want well-being, and they want to feel that the hotel understands their needs.

Uplaan allows hotels to connect every phase of the experience: pre-stay, check-in, stay and post-stay, from a single platform, offering agile services, instant communication and more efficient operations.

The combination of experience, technology and emotion is not a trend.

It is the new standard in the hotel industry.

Request a demo on our website or contact us via info@uplaan.com | +34 93 122 89 58.