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Travel is becoming more intentional. Guests are no longer satisfied with simply visiting a destination; they want to understand it, engage with it, and feel part of it. This shift is at the heart of the “Live Like a Local” trend, one of the defining travel trends for 2026. For hoteliers, this represents a clear opportunity. As demand for authentic travel experiences grows, properties that can connect guests with local culture, communities, and traditions are better positioned to stand out. Increasingly, hotels are not just places to stay, but platforms for cultural immersion travel and meaningful engagement. What's the “Live Like a Local” trend (or authentic travel)?'Live Like a Local' describes a form of authentic travel where guests actively seek to experience the everyday life, culture, and traditions of a destination through local travel experiences, rather than observing from the outside.Travellers are now choosing hotels based on how well they facilitate these experiences. In many cases, the property’s connection to local culture carries more weight than location, price, or standard amenities. Why is it gaining relevance?The rise of immersive travel experiences is driven by broader behavioural and societal shifts. Firstly, travellers are increasingly motivated by purpose-driven travel. They want their trips to feel meaningful, whether that is through learning, connection, or contribution.Secondly, there is a growing awareness of sustainability. Guests are moving beyond surface-level eco-conscious choices towards sustainable cultural tourism that supports local communities and preserves heritage.Thirdly, digital discovery is reshaping expectations. Social media and AI-driven planning tools expose travellers to authentic, experience-led journeys, raising the bar for what a trip should feel like.Travel motivations are shifting towards fulfilment, connection, and community-driven experiences. The data reinforce this: 75% of travellers actively seek culturally authentic experiences69% want their travel to spend to benefit local communities This is not a marginal change. It is a structural shift in demand, with clear implications for how hotels position themselves and design their offerings.These are some key types of “Live Like a Local” experiences:Cultural and heritage experiencesCultural exploration remains one of the most established forms of authentic travel, but expectations have evolved. Today’s travellers want more than guided tours. They are looking for deeper context, storytelling, and access.This can include: Walking tours led by local historiansBehind-the-scenes access to heritage sitesStorytelling sessions that bring history to life Why it matters:Cultural travel experiences attract guests who are highly engaged and often willing to invest in premium, curated activities. Practical tip:Develop partnerships with local historians, cultural institutions, and guides to create exclusive, experience-led packages that go beyond standard sightseeing. Culinary and food experiencesFood has become a central pillar of authentic travel experiences, offering a direct and accessible way to understand local culture. Travellers are increasingly drawn to: Street food tours and neighbourhood food trailsVisits to local markets and producersCooking classes using regional ingredients Why it matters:Culinary immersion is one of the strongest drivers of local engagement and shareable experiences. Practical tip:Move beyond restaurant offerings by integrating local food experiences into the guest journey, for example through chef collaborations, tasting sessions, or farm visits. Community-led and social experiencesConnection is a key driver of meaningful travel experiences. Guests want to interact with people, not just places. Consider: Artisan workshops and craft-making sessionsCommunity-led toursVolunteering or social impact activities Why it matters:Community-based tourism creates emotional engagement and strengthens the perceived value of the stay. Practical tip:Act as a facilitator by connecting guests with trusted local partners, ensuring experiences are authentic, ethical, and mutually beneficial.Nature and local wellnessWellbeing and local identity are increasingly intertwined. Travellers are seeking wellness experiences that are rooted in place, not generic. Activities can include: Traditional therapies and healing practicesGuided nature walks and eco-experiencesMindfulness activities linked to the local environment Why it matters:This aligns with both wellness tourism and sustainable cultural tourism, two of the fastest-growing segments in hospitality. Practical tip:Design wellness programmes that reflect the destination’s natural and cultural context, rather than replicating standard spa models. Everyday lifestyle and neighbourhood experiencesOne of the most powerful forms of authentic travel is the simplest: stepping into the rhythm of everyday local life. Increasingly, travellers want to experience destinations as residents do, not as visitors passing through. This includes: Neighbourhood walks beyond tourist districtsVisits to local cafés, bookstores, gyms, or marketsAttending everyday events such as local sports matches or community gatheringsUsing local transport or participating in daily routines Why it matters:These experiences deliver a deeper sense of belonging. They move guests from observation to participation, which is central to meaningful travel experiences. This is also highly aligned with the rise of slower, more intentional travel, where the focus is on living in a place rather than ticking it off. Practical tip:Curate “day in the life” itineraries for different guest types, for example:A morning coffee and bakery route favoured by localsA remote working day across neighbourhood co-working spacesA weekend-style itinerary including markets, parks, and casual dining spots Hotels can also create partnerships with local businesses to offer exclusive access or perks, turning ordinary routines into distinctive, bookable local travel experiences.Opportunities for hoteliers: How to enable “Live Like a Local”To respond effectively to this trend, hotels need to rethink their role. The focus should shift from accommodation to experience orchestration.Key actions include: Collaborating with artisans, guides, chefs, and community organisations to create authentic, scalable experiences Curating and packaging experiences Bundling immersive travel experiences with accommodation to increase dwell time and revenue per guest Embedding local identity into the property Using design, storytelling, and programming to reflect the destination’s culture throughout the guest journey Enabling independent exploration Providing digital guides, curated itineraries, and local recommendations that empower guests to explore at their own pace Prioritising community impact Aligning with community-based tourism principles by ensuring local partners benefit directly Leveraging technology and personalisation Using guest data to tailor recommendations Expanding on-property experiences Positioning your hotel as a cultural hub Integrating wellness and purpose When executed well, these strategies not only enhance guest satisfaction but also create new revenue streams through upselling and differentiated offerings. Frequent Asked Questions about Authentic Travel What are authentic travel experiences?Authentic travel experiences are activities that allow travellers to engage with the real culture, traditions, and daily life of a destination, often through local people and practices.Why is “Live Like a Local” important for hotels?It directly influences booking decisions, as travellers increasingly prioritise cultural immersion and meaningful engagement over traditional hotel features.How can hotels create local travel experiences?By partnering with local communities, curating immersive activities, and embedding cultural elements into the overall guest experience.Is this trend linked to sustainability?Yes. It is closely aligned with sustainable cultural tourism and community-based tourism, where travel supports local economies and preserves cultural heritage. A defining shift“Live Like a Local” is a defining shift in how people travel and how they choose where to stay. Guests are actively seeking authentic travel experiences that connect them to local culture, people, and environments. Hotels that embrace this trend by enabling cultural immersion travel and meaningful travel experiences will differentiate themselves in a crowded market.HBX Group supports this evolution by helping hotels connect with over 60,000 travel distributors across more than 190 source markets, while providing the tools and insights needed to turn travel trends into measurable growth.Register your property

For large hotel groups, distribution strategy is as critical as property development. Ensuring hotels are visible across international markets, while maintaining strong occupancy and revenue growth, requires a combination of global reach, market insight, and trusted partnerships. Megaworld Hotels & Resorts, the Philippines’ largest hotel operator, recognised early on that global expansion would require a strong and collaborative distribution ecosystem. As the group expanded its portfolio across multiple destinations, it sought to work with a partner that could help connect its rapidly growing inventory to international travel demand. In HBX Group, MHR found a partner whose global reach and strategic capabilities aligned with its ambition. Since strengthening their collaboration in late 2023, Megaworld Hotels & Resorts and HBX Group have worked closely to expand global visibility, diversify international demand, and elevate the Philippines as a compelling destination on the world stage. The results have been significant, with strong growth in both room nights and revenue within the first two years of full implementation. This progress reflects both the strength of HBX Group’s global B2B travel ecosystem and MHR's proactive approach in shaping how its properties are positioned, distributed, and experienced by international travellers. About Megaworld Hotels & ResortsMegaworld Hotels & Resorts currently manages approximately 6,500 room keys, with new properties under development expected to increase capacity to around 9,000 rooms. Many of MHR's properties are large-scale developments integrated into lifestyle townships, combining accommodation with retail, dining, entertainment, and business facilities. “Our hotels are not of regular size,” explains Cleofe Albiso, Managing Director of Megaworld Hotels & Resorts. “Our smallest hotels actually have around 550 rooms, so ensuring strong and consistent occupancy is essential.”  The group is also defined by its strong Filipino identity. At the heart of its service philosophy is the Sampaguita, the Philippines’ national flower, which symbolises love, honour, dignity, and healing. These values guide the guest experience across every touchpoint, reflecting MHR's ambition to deliver authentic Filipino hospitality to travellers from around the world. MHR's has also taken a leadership role in inclusive tourism. It became the first hotel group in the Philippines to achieve 100% Muslim-Friendly Accommodation certification, opening its portfolio to a broader international audience.The challengeFollowing the pandemic, global travel recovery did not occur evenly across markets. While domestic tourism rebounded quickly, long-haul and regional international demand returned more gradually. For Megaworld Hotels & Resorts, this created a key strategic challenge: how to reconnect its expanding room inventory to global demand while maintaining balanced growth across both established and emerging destinations. “In the post-pandemic recovery period, international demand returned unevenly across markets,” says Albiso. “For us, the challenge was reconnecting our expanding room inventory to global demand in a sustainable and strategic way.” At the same time, the group aimed to strengthen its presence across international distribution channels without compromising its identity as a proudly Filipino hospitality brand. This required a partner capable of combining global reach with a deep understanding of destination dynamics and market behaviour.Building the collaborationAs Megaworld Hotels & Resorts explored global distribution opportunities, its alignment with HBX Group naturally evolved into a strategic collaboration grounded in shared goals and complementary strengths. HBX Group brought the scale of a global distribution network, connecting hotels to more than 60,000 travel distributors across over 170 markets. At the same time, MHR contributed a rapidly expanding portfolio, strong operational readiness, and a clearly defined brand rooted in authentic Filipino hospitality. Equally important was the strength of the working relationship. “What truly set HBX Group apart was the way the relationship evolved beyond a traditional client-partner dynamic,” says Albiso. “From the beginning, the team took time to understand our long-term vision and our responsibility as the Philippines’ largest hotel operator.” This alignment led Megaworld Hotels & Resorts to join HBX Group's Hotel Preferred Partnership programme, enabling deeper collaboration, targeted marketing support, and enhanced global exposure. The solution: A shared approach to global distributionThrough our global B2B travel ecosystem, HBX Group connects hotels with a vast network of travel distributors, including tour operators, travel agencies, airlines, and loyalty programmes. Working within this ecosystem, Megaworld Hotels & Resorts has been able to strategically position its properties across key international markets, ensuring that its offerings resonate with the right traveller segments. Together, the collaboration has focused on four key priorities:• Expanding international distribution reach• Strengthening visibility in key source markets• Leveraging market intelligence and booking insights• Supporting long-term commercial strategy HBX Group’s network provides access to high-value traveller segments while maintaining rate integrity and distribution control, while MHR ensures that its properties are operationally ready to meet the expectations of these global travellers. “The data and analysis we receive from HBX Group are incredibly valuable,” says Albiso. “They help guide our strategy year on year and allow us to respond proactively to changing market conditions.” At the same time, MHR's deep understanding of its destinations and guests allows these insights to be translated into meaningful and market-relevant experiences on the ground. The collaboration has also been strengthened through close coordination between regional teams, enabling both organisations to engage effectively with travel trade partners across multiple international markets. The resultsSince the partnership with HBX Group began, Megaworld Hotels & Resorts has achieved strong commercial performance through a combination of expanded international visibility, strengthened distribution, and its own strategic readiness to capture global demand. Between 2024 and 2025, the group achieved:• 33% growth in room nights• 52% growth in revenue HBX Group’s contribution to MHR's overall room-night mix also increased from 16% in 2024 to 23% in 2025, reflecting the growing importance of the collaboration within the group’s broader distribution strategy. Beyond these results, both teams remain optimistic about the opportunities ahead. Based on current market trends, forward booking behaviour, and initiatives jointly developed by HBX Group, MHR's commercial teams, and operations teams, the collaboration is working toward continued growth. 2026 vs. 2025 (projection):• 85%–90% growth in room nights• 100%–120% growth in revenue These targets reflect the continued alignment between both organisations across distribution strategy, pricing intelligence, operational readiness, and destination positioning, laying the groundwork for sustained growth in the years ahead. “We have seen very tangible improvements in both productivity and revenue through our partnership with HBX Group,” says Albiso. The collaboration has also delivered additional benefits, including longer booking lead times, improved global brand visibility, and stronger engagement with international travel trade partners. Future ambitions togetherLooking ahead, Megaworld Hotels & Resorts sees HBX Group as a key enabler in achieving its long-term growth ambitions. “Our ambition is to be the preferred hotel for international travellers seeking an authentic Filipino experience,” says Albiso. “HBX Group plays a vital role in bringing this vision to a wider global audience.” The collaboration also supports MHR's broader commitments to sustainable tourism, community engagement, and inclusive travel. A key milestone in this ongoing partnership will come in 2027, when the Philippines hosts MarketHub Asia, one of HBX Group’s flagship global travel events. The event will bring travel industry leaders from around the world to the country, creating a platform for both Megaworld Hotels & Resorts and HBX Group to jointly showcase the Philippines’ growing global relevance. In conclusionThe collaboration between Megaworld Hotels & Resorts and HBX Group demonstrates how global distribution expertise and strong local brand identity can work together to unlock international growth. By combining MHR's distinctive hospitality identity with HBX Group’s global B2B travel ecosystem, the two organisations have built a strong foundation for sustained demand across international markets. For hotel groups seeking to expand their global reach while maintaining control of their distribution strategy, this collaboration highlights the value of combining scale, strategy, and shared ambition. If you're interested in exploring a similar collaboration for your property, we invite you to join our network by completing the form below. Register your property

In a competitive hospitality landscape shaped by fluctuating demand, changing traveller expectations, and increasing distribution complexity, hoteliers need clear performance indicators to guide decision-making.One of the most widely used and effective hotel performance metrics is Revenue per Available Room, commonly referred to as RevPAR.Understanding what RevPAR means, how to calculate RevPAR accurately, and how to increase RevPAR in hotels can help operators strengthen pricing strategies, optimise occupancy, and unlock sustainable revenue growth.This article explains the meaning of RevPAR in hospitality and explores practical ways hotels can improve this key metric. Keep reading!What is RevPAR?RevPAR stands for revenue per available room. The RevPAR definition refers to the amount of room revenue generated by a hotel for each available room during a specific time period. In hospitality terms, it is a combined measure of how well a property is filling its rooms and how effectively it is pricing them. By bringing together occupancy and average room rate performance, RevPAR provides a clearer picture of overall revenue efficiency than either metric alone. Understanding what revenue per available room reveals about performance allows hoteliers to assess whether their inventory is being monetised effectively. It also helps revenue teams identify opportunities to improve pricing strategy, distribution mix, and demand generation. How to calculate RevPARThere are two commonly used methods when determining how to calculate RevPAR in a hotel environment.RevPAR formula 1The first RevPAR formula is: Occupancy rate × Average Daily Rate (ADR) For example, if a hotel achieves an occupancy rate of 75% and an ADR of $120, the resulting RevPAR would be $90. This approach is widely used for daily performance tracking and operational reporting. RevPAR formula 2The second approach to calculating RevPAR formula is: Total room revenue ÷ Total available rooms If a hotel generates $54,000 in room revenue over a period with 600 available room nights, the RevPAR would also be $90. This formula is often used in financial analysis or historical performance comparisons. Both methods help hoteliers understand how effectively they are converting available inventory into revenue. RevPAR vs ADR vs occupancyTo interpret performance accurately, revenue managers must consider RevPAR vs ADR and occupancy together. ADR measures the average price paid per sold room, while occupancy reflects the proportion of available rooms that are filled. RevPAR integrates both indicators into a single metric that reflects revenue productivity. For example, increasing rates may improve ADR but reduce occupancy if demand softens. Conversely, heavy discounting may boost occupancy while weakening overall revenue performance. Monitoring how occupancy impacts RevPAR enables hoteliers to maintain a balanced pricing approach that protects long-term profitability.Why RevPAR is important for hotel performanceUnderstanding why RevPAR is important allows hotels to use this metric as a strategic management tool rather than simply a reporting figure. RevPAR helps hoteliers to:Evaluate performance trends over timeBenchmark results against competitor setsIdentify seasonal demand patternsAssess the impact of pricing or promotional initiativesSupport budgeting and operational planning Because RevPAR reflects both demand and pricing outcomes, it plays a central role in revenue management strategy. It also supports investment decisions related to renovations, repositioning, and market expansion. RevPAR does not reflect profitabilityWhile RevPAR provides a valuable snapshot of room revenue performance, it doesn't reflect total hotel profitability. The metric excludes income generated from ancillary sources such as food and beverage, spa services, events, or other on-property spend. It also doesn't account for operational costs including housekeeping, maintenance, or front-of-house staffing. For this reason, RevPAR should be analysed alongside broader financial indicators to gain a complete picture of overall hotel performance. What is a good RevPAR for hotels?There is no universal benchmark for what a good RevPAR is for a hotel. Performance expectations vary depending on destination dynamics, property category, target market segment, and seasonal demand fluctuations. A resort property in a high-demand leisure destination may achieve significantly higher RevPAR levels during peak periods than an urban midscale hotel in a secondary city. Similarly, off-season occupancy targets may differ substantially from peak trading benchmarks. To determine what a good RevPAR is, hotels should compare results against historical performance, local market intelligence, and competitor positioning. Tracking RevPAR trends over time helps identify opportunities for hotel RevPAR growth and more effective revenue optimisation. How can hotels improve RevPAR?Improving RevPAR requires a coordinated approach that combines pricing strategy, demand stimulation, distribution diversification, and guest value optimisation. Dynamic pricing for hotels is one of the most effective tools available. By using demand forecasting models and real-time market data, revenue teams can adjust rates to reflect fluctuations in booking behaviour and maximise revenue during high-demand periods. Hotels can also improve occupancy during softer periods by introducing targeted marketing promotions, themed packages, or partnerships with local attractions and event organisers. Experience-driven packages that combine accommodation with activities or services can increase perceived value while encouraging longer stays. Diversifying hotel distribution is another critical factor. Accessing global hotel distribution networks enables properties to reach new international source markets and reduce reliance on a limited number of booking channels. A balanced channel mix helps stabilise occupancy and supports more consistent RevPAR performance. Focusing on high-value hotel guests is equally important. Guests who book further in advance, stay longer, and spend more on ancillary services contribute disproportionately to overall revenue outcomes. Personalised offers and targeted segmentation strategies can help hotels attract and retain these valuable customer segments. How HBX Group helps hotels increase RevPARGlobal distribution scale and advanced travel technology can play a decisive role in improving revenue performance. HBX Group connects hotels to a network of around 60,000 travel distributors across more than 170 markets, while supporting a global portfolio of approximately 300,000 properties. This extensive reach enables hotels to diversify demand sources, increase visibility in new regions, and strengthen presence in existing markets. By accessing broader traveller segments and improving booking lead times, properties can stabilise occupancy patterns and create more favourable conditions for RevPAR growth. Technology capability is equally important. HBX Group’s award-winning travel technology marketplace processes billions of daily searches and leverages a large-scale data lake to deliver actionable insights. These insights help hoteliers identify emerging demand trends, refine pricing strategies, and allocate inventory more effectively across channels. Operational efficiency is further enhanced through a unified platform that simplifies distribution management and improves inventory visibility. By reducing complexity and enabling faster decision-making, hotels can respond more confidently to market dynamics and optimise revenue performance. Combined with local expertise delivered through teams based in multiple regions worldwide, this global footprint supports more informed strategic planning and stronger long-term revenue outcomes. Putting RevPAR to workRevPAR remains one of the most important indicators of hotel performance. Understanding what RevPAR stands for, how to figure RevPAR accurately, and how to increase RevPAR in hotels enables revenue teams to make smarter pricing, distribution, and demand-generation decisions. By combining dynamic pricing strategies, diversified distribution, targeted demand stimulation, and a focus on high-value guests, hotels can strengthen revenue resilience and unlock sustainable growth. Partnering with global distribution and technology specialists such as HBX Group can further support these efforts by expanding market reach and providing the data insights needed to stay competitive in a fast-moving industry. Start your journey towards an improved RevPAR today! Register your property

Across hospitality trends 2026, one shift is becoming increasingly clear: Travellers are no longer choosing a destination first and then searching for somewhere to stay. Instead, many are planning trips around destination hotels that offer distinctive environments, memorable experiences, and a stronger emotional connection to the stay itself. This growing focus on the hotel as a destination reflects a broader change in how people think about travel. Guests are placing greater value on immersive hotel experiences that combine relaxation, discovery, wellness, dining, and social interaction in one cohesive setting. For hoteliers, this represents a significant opportunity to rethink how properties are positioned, marketed, and experienced. Industry insights suggest that hotels able to deliver compelling on-property experiences are more likely to attract high-value guests, increase on-site spend, and build deeper loyalty over time. What does hotel as a destination mean in hospitality?At its core, the concept of hotel as a destination describes properties that are chosen because of hotel amenities, rather than simply where they are located. These destination hotels become the main reason for travel, shaping guest expectations before the journey even begins. This can take many forms. Some properties focus on architectural design or concept-led storytelling. Others centre their positioning on gastronomy tourism, wellness programmes, or cultural immersion. In each case, the hotel evolves into an experience platform, offering guests opportunities to connect, explore, and create meaningful memories within the property itself. For today’s traveller, accommodation is no longer just about comfort or convenience. It is increasingly about identity, inspiration, and personal enrichment. Why destination hotels are gaining momentumSeveral factors are driving the rise of destination hotels within travel trends 2026. Experiential travel continues to shape guest expectations. Travellers are looking for stays that feel purposeful and engaging, whether through cultural celebrations, creative workshops, or curated local experiences. Properties that integrate these elements into the guest journey are naturally better positioned to stand out. At the same time, social media has amplified the importance of visual storytelling. Instagrammable hotels with striking design, scenic surroundings, or themed environments benefit from organic exposure that influences booking decisions and strengthens brand recognition. Wellness hotels are another important driver of this trend. Guests increasingly view travel as an opportunity to reset and recharge, making sleep-focused rooms, spa rituals, and nature-led experiences central to destination-led stays. Food also plays a powerful role. Gastronomy tourism is encouraging travellers to choose properties known for distinctive dining concepts, chef partnerships, or authentic local sourcing. With global hospitality demand continuing to grow, differentiation through immersive experience design is becoming a strategic necessity rather than a creative luxury. Types of destination hotels shaping hospitality trends in 2026Lifestyle and concept hotelsLifestyle-driven concept hotels are redefining the role of shared spaces in hospitality. By blending accommodation with social areas, co-working environments, and curated cultural programming, these properties create a sense of belonging that resonates strongly with modern travellers. Rather than simply providing rooms, lifestyle hotels position themselves as hubs of creativity and connection.Wellness hotels and sleep-focused retreatsWellness hotels continue to gain traction as travellers place greater emphasis on health and balance. From personalised fitness programmes to restorative spa treatments and sleep-optimised room concepts, these destination hotels offer guests the chance to return home feeling genuinely renewed.Gastronomy-led destination hotelsCulinary experiences have become a defining feature of many destination hotels. Whether through farm-to-table dining, immersive cooking sessions, or chef-led tasting journeys, gastronomy tourism allows properties to build strong emotional narratives around food.For guests, dining becomes more than a service. It becomes part of the story they share long after the trip ends. Nature-driven eco-resortsEco-resorts are attracting travellers seeking space, simplicity, and a stronger connection to the natural environment. These properties often integrate sustainability principles into both operations and guest experiences, offering activities such as guided hikes, wildlife encounters, or conservation initiatives.Themed hotels and immersive storytelling conceptsThemed hotels bring imagination and narrative into hospitality design. Whether inspired by heritage, fantasy worlds, or pop-culture fandom, these properties create memorable stays that guests are eager to share. Opportunities for hoteliers: positioning your hotel as a destinationPositioning a property as a destination hotel is rarely about one dramatic change. More often, it is the result of a series of deliberate experience design decisions that reshape how guests perceive the stay before they even arrive. Small but strategic changes can significantly influence perception, engagement, and on-property revenue. Hoteliers can consider practical approaches such as: Creating a signature experience that becomes part of the brand story, such as a weekly cultural event, chef-led dining series, wellness retreat programme, or sunset ritual unique to the property. Developing structured on-site itineraries that encourage guests to spend more time within the hotel environment, combining fitness sessions, creative workshops, social dining, or themed entertainment. Partnering with local communities, artists, or producers to introduce authentic experiences such as guided neighbourhood walks, pop-up retail spaces, or seasonal food collaborations. Using personalised pre-arrival communication and digital concierge tools to promote immersive hotel experiences and enable guests to curate their stay in advance. Reimagining underused spaces as experiential zones, for example transforming meeting rooms into wellness studios, creative hubs, or event venues that attract both guests and local audiences. By combining distinctive programming, thoughtful partnerships, smart use of technology, and flexible space design, hotels can strengthen their positioning as true destinations, moving beyond simply being places to stay and unlocking new opportunities for differentiation, guest engagement and revenue growth. Frequent Asked Questions about Destination HotelsWhat is a destination hotel?A destination hotel is a property that attracts guests primarily because of its experiences, design identity, or specialised offerings rather than its geographic location.Why are destination hotels important in travel trends in 2026?They reflect changing traveller priorities, particularly the growing demand for experiential travel, wellness, and emotionally meaningful stays.How can a hotel become a destination in itself?By creating immersive hotel experiences, developing distinctive brand narratives, and offering curated activities linked to gastronomy tourism, cultural discovery, or wellbeing.Are themed hotels and eco-resorts considered destination hotels?Yes. Both themed hotels and eco-resorts often motivate travel decisions by delivering highly differentiated and memorable guest experiences.Destination hotels offer a clear strategic opportunityThe rise of destination hotels highlights one of the most significant shifts shaping 2026 hospitality trends. Travellers are increasingly choosing properties that offer something distinctive, immersive, and personally rewarding. For hoteliers, this evolution presents a clear strategic opportunity. By positioning the hotel as a destination rather than simply a place to stay, properties can strengthen their brand story, attract more engaged guests, and unlock new avenues for growth. Through global hotel distribution expertise, data-led insights, and targeted marketing solutions, HBX Group continues to support hotels in adapting to these emerging travel trends. Properties that take a proactive approach today will be better placed to thrive in the experience-driven future of hospitality.Ready to make the most of the tools and strategies at your disposal? Click below to start your journey with the leading B2B travel marketplace.  Register your property