SiteMinder's Changing Traveler Report 2026 identifies
a new profile of international travelers that directly
impacts the Portuguese hotel industry.

Tourists are more digitally savvy, value personalized experiences, and are more willing to pay for comfort, including superior rooms and premium services.
 

Global trends relevant to Portugal:

• 58% plan to book superior or luxury categories.
• 80% want to integrate AI into the booking process.
• OTAs have overtaken search engines as the starting point for accommodation searches.
• The trend of “searching on OTAs, booking on hotel websites” is growing, driven by the desire for greater control.
• Personalization is a priority: price monitoring and fraud detection tools are highly valued.

What are the main markets visiting Portugal looking for?
 

Spain:
    Tourists focused on trust and familiarity. They value comfort details such as quality bedding or good air conditioning. They are willing to pay more for breakfast, spa, and extras that enhance the experience.

United Kingdom:
    Location is more important than any other criterion. They look for essential amenities (Wi-Fi, balconies, good bathrooms) and prefer to book directly with the hotel to ensure greater flexibility. They have a high budget per night.

France:
    Well-being is a priority: silence, rest, and peaceful surroundings. They value breakfast, parking, and pleasant views. They have moderate average budgets and value consistency in their experience.

Germany:
    Practical and rational profile. Focus on safety, simple processes, clear information, and services that work well. Excellent evaluators of value for money.

China:
    A highly digital market focused on upgrades. Many choose superior rooms, use social media and AI tools for reservations, and are receptive to robotic solutions in hospitality.

Tourists choosing Portugal in 2026 will be better informed, more digitally savvy, and more demanding.

They will seek personalized experiences, greater control over their reservations, and distinctive services.

To capture these markets, the Portuguese hotel industry must invest in technology, clear information, and enhancing the perceived value at every stage of the stay.