Preferred Hotels & Resorts has recently unveiled the top travel trends that will
shape the year ahead. From ultra-luxury sports experiences to cognitive wellness
programs and boutique seacationing, travel in 2026 is brimming with excitement
and innovation.

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 20th 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 19th-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.