UAE-headquartered Global Hotel Alliance (GHA), the world’s largest alliance of independent hotel brands, has revealed how the world will travel in 2026, based on insights from members of its award-winning GHA DISCOVERY loyalty programme, which now counts 32 million-plus travellers globally. Survey results point to a more intentional traveller, one who values connection, comfort and authenticity over excess. From the rise of discerning spending and lifestyle-based loyalty to Asia’s continued dominance as a dream destination, travel in 2026 will be smarter, slower, and more personal than ever before. Members in the UAE are among GHA’s most frequent business and luxury travellers. Around 68% prioritise high-end stays and exclusivity, with access and experience valued far more than discounts. They’re also deeply motivated by culture and cuisine abroad, with dining and local experiences ranking high on their travel wish lists for 2026. Here’s what the travel landscape will look like:

In 2026, Lufthansa will celebrate a significant anniversary: 100 years since the founding of the first Lufthansa in 1926. To mark this special occasion, the crane airline is taking off with a unique “anniversary fleet” that combines tradition and innovation in an impressive design.

Jetstar has launched a new loyalty product exclusive to Club Jetstar members, enabling Qantas Frequent Flyers to unlock significantly more Qantas Points and up to 75 bonus Status Credits annually when flying with the low-fares carrier. By signing up to Qantas Frequent Flyer Extra, members will earn points across all eligible Jetstar fares, including Starter Fares for the very first time. This allows travellers to make the most of Jetstar’s growing network and low prices while still earning valuable rewards.

Qatar Airways has launched ‘Qatar Airways United’, a social development initiative created in partnership with internationally acclaimed football legend, Rio Ferdinand. The global project connects Ferdinand with Qatar Airways’ world-class sports partners to deliver community-building opportunities that focus on inspiring confidence and ambition in young people.

Singapore Airlines is launching a range of gourmet desserts for its Premium Economy Class and Economy Class customers for the first time, designed by Guest Chef Monica Galetti to accompany her new suite of menus. The exclusive dessert range includes a Salted Caramel and Honeycomb Pot for Economy Class – an indulgent layered dessert, encapsulated in a pot with an exclusive wrap-around sleeve featuring the Airline's signature Batik print. In Premium Economy Class, customers can look forward to a Salted Caramel and Honeycomb Delice, served on elegant custom-made porcelain serviceware. Both dishes take inspiration from Monica's childhood favourite treat - the Hokey Pokey from New Zealand.

There is only one Hong Kong Suite because there is only one Hong Kong. A key milestone in Island Shangri-La's multi-year renovation, the hotel proudly announces the launch of Hong Kong Suite. Rising high above the thriving city on the 50th floor, the suite offers sweeping views of Central and Victoria Harbour, giving guests a bird's-eye view of the city's vibrant pace