Guest psychology ยท 4 min read
What Premium Travellers Actually Want in 2026 (And Why Your Property Doesn't Have It Yet)
Six things the top of the travel market is paying for right now. Almost none of them are physical. All of them can be designed into a property. If the owner knows what they are looking at.
I spend a lot of time on the operator side of this industry. Which means I spend a lot of time inside conversations the marketing decks never see. Here is what the top of the market is actually paying for in 2026. And why most properties are still chasing the wrong thing.
## 1. The other guests