From data to delight: How guest expectations are reshaping hospitality in the UK and across EMEA

Hospitality across EMEA – and particularly in the UK – is entering a decisive moment of change. Insights from the Amadeus Travel Dreams 2026: From data to delight report show an industry that remains resilient, but is increasingly shaped by higher guest expectations, growing digital maturity and a stronger focus on experience. Today, success is no longer defined by price or location alone, but by how well hotels can deliver relevance, ease and personal connection.

While core booking factors such as price, location, cleanliness and safety remain essential, traveller expectations around how these basics are delivered have shifted. Nearly four in ten hoteliers (39%) report rising demand for flexible cancellation policies, while 36% see greater reliance on mobile interactions and 34% highlight increased expectations for personalisation and contactless services. Across the UK and wider Europe, flexibility and convenience are no longer differentiators – they are the baseline. In fact, UK travellers themselves reinforce this shift: 88.7% say easy online booking and a strong digital experience are important when choosing a hotel, highlighting just how central convenience has become.

Personalisation has emerged as one of the most powerful forces reshaping hospitality. 74% of global travellers say personalisation is important to their booking decisions, and many actively seek hotels that allow them to tailor their stay. Guests no longer want standardised experiences; they expect hotels to understand their preferences and anticipate their needs. For hoteliers, this shift presents a dual opportunity: stronger guest satisfaction and meaningful incremental revenue through relevant, well targeted offers. This is particularly true in the UK, where 80.5% of travellers say personalised experiences are important – underscoring how quickly expectations are evolving in more digitally mature markets.

Guest experience has also become the ultimate competitive advantage. Across EMEA, improving guest satisfaction is now the top strategic priority for hoteliers, even ahead of driving higher demand or revenue. This focus is closely tied to digital reputation. 88% of travellers say online reviews influence where they choose to stay, and 77% would leave a negative review following poor service. In an environment where every interaction can shape perception, consistency across the entire guest journey is critical. At the same time, core expectations still carry significant weight: an overwhelming 96.1% of UK travellers say a high cleanliness rating is important, reinforcing that delivering on the basics remains essential.

Technology is central to meeting these expectations – but it has not replaced the human element of hospitality. While digital tools are transforming the guest journey, travellers continue to prefer human-led service across most touchpoints. The most successful hotels will be those that use technology to remove friction and streamline operations, while empowering staff to deliver warmer, more meaningful interactions.

Investment reflects this reality. Almost all hoteliers surveyed plan to invest in artificial intelligence in 2026, with an average anticipated spend of over $300,000 per property. AI and data analytics are enabling more accurate forecasting, dynamic pricing and personalised communication at scale, while improving efficiency in a challenging operating environment.

AI is also reshaping how travellers discover and plan trips. 69% of travellers say they trust AI-generated summaries to support travel decisions, signalling a major shift in how hotels need to think about digital visibility. As generative search becomes more influential, staying visible and relevant requires new approaches beyond traditional SEO.

Sustainability is another key driver of choice, particularly in the UK. 65% of UK travellers consider sustainability important when booking, and those who do are willing to pay more for hotels with strong sustainability practices. As a result, sustainability is fast becoming a core pillar of longterm competitiveness rather than a niche differentiator.

The message is clear. The convergence of data, technology and evolving guest expectations is redefining hospitality across the UK and EMEA. The opportunity now lies in turning insight into action – using data to deliver experiences that feel personal, effortless and memorable.

Want to explore the data behind these trends?

Download the full Amadeus Travel Dreams 2026: From data to delight report and discover how hospitality leaders are responding to the next era of guest expectations.