Based on insights from 100 hotel leaders across Europe, this new Amadeus Insights report explores how hospitality is being reshaped by evolving guest expectations, rising operational pressures, and the accelerated adoption of technology and AI.
As the industry navigates an increasingly complex landscape, hoteliers are rethinking how they drive demand, optimize performance, and deliver standout guest experiences—at scale.
In this report, you’ll uncover:
- The most pressing challenges facing European hoteliers in 2026, from cost pressures and talent shortages to shifting traveler expectationsHospitality in 2026
- How leading hotels are capturing demand through data‑driven decisions, advanced technology, and smarter digital marketing
- Key trends redefining guest experience, personalization, and loyalty
- Where hoteliers anticipate the greatest profitability gains, including new revenue streams and RevPAR growth opportunities
- How AI, automation, and integrated data are transforming operations, forecasting, and strategic decision‑making
- The growing role of sustainability and experience‑led travel as sources of long‑term differentiation
From challenge to opportunity
European hospitality is entering a new era of hyper‑efficient, guest‑centric operations. The findings reveal how today’s challenges are becoming tomorrow’s growth opportunities—powered by sharper demand intelligence, experience innovation, and operational clarity.
Download the full report to gain:
- Actionable insights to better anticipate traveler needs
- Strategic guidance to strengthen profitability and long‑term loyalty
- A clearer perspective on how technology—especially AI and automation—will shape the next five years of hospitality
Download the report and stay ahead in 2026 and beyond.