Euromonitor International’s latest report, Top Global Consumer Trends 2026, has identified four comprehensive changes in consumer behavior that are fundamentally transforming global markets. The research is based on the organization’s data platform and the expertise of more than 1,000 analysts, covering 210 countries and showing how consumers are responding to social, economic, and technological changes. Below, we have summarized the most important points of the report from the perspective of the hotel and hospitality industry. The four main trends identified in the analysis—Comfort Zone, Fiercely Unfiltered, Rewired Wellness, and Next Asian Wave—are also reshaping the future of travel, gastronomy, and experiential services.

  1. Comfort Zone: Consumers are increasingly seeking simplicity, tranquility, and security amid the uncertainties of everyday life. According to Euromonitor, 58% of the population experiences daily stress, and two-thirds consciously try to simplify their lives. In hospitality, this reinforces the demand for experiences that promote relaxation and regeneration. A good example of this is IHG Hotels & Resorts’ NOMO – Night On My Own package, which offers undisturbed solitude and wellness moments with discounted room rates and late check-out. The trend also emphasizes natural ingredients, soothing scents, and clean design: in 2024, more than 8,000 new products labeled “natural” appeared worldwide, indicating that naturalness will be one of the key elements of the guest experience. Closely linked to this trend is nostalgia as a source of emotional security. McDonald’s, for example, has brought back the world of McDonaldland and its iconic brand characters. The campaign is accompanied by limited-edition products, collectible souvenirs, and a digital experience, reinforcing guests’ emotional attachment. Taco Bell has taken a similar approach, launching its limited-edition Decades Y2K Menu in the United States to revive and celebrate the favorite dishes and lifestyle of the 2000s.
  2. Fiercely Unfiltered: 50% of consumers only buy from brands they trust completely, while 47% specifically like to be different from others. Authentic communication and personalized experiences thus become a competitive advantage in hospitality as well. Lush’s Co-Create program, which develops product lines—such as the Diwali and Día De Muertos collections—by involving employees from different cultural backgrounds, is a good example of integrating cultural diversity. Micro-personalization and value-based service development will also be key to strengthening loyalty for hotels and restaurants.
  3. Rewired Wellness – technology in the service of well-being: The convergence of technology and health is opening up a new dimension in hospitality. Seventy-five percent of consumers use some form of health tracking device, and nearly half are willing to pay more for scientifically proven, effective solutions. Kerzner International’s SIRO hotel concept embodies this approach: guests can relax in regeneration centers and sleep-enhancing rooms and choose from scientifically designed menus. Nestlé’s Boost brand has launched a patented protein technology-based appetite-regulating dietary supplement. Wellness is therefore not just an experience, but a service with measurable effects.
  4. Next Asian Wave – cultural inspiration: The global strengthening of Asian brands, especially Chinese and Korean ones, is also influencing hospitality trends. Two-thirds of consumers consider it important to learn about other cultures, and 60% say that Asian products are much more accessible today than they were five years ago. One of the keys to the success of Far Eastern brands is digital agility: Asian companies respond quickly to trends and offer mobile-centric and personalized experiences. Such models may define consumer expectations worldwide in the future. In 2025, Lidl was the first in the UK to organize a live-streamed sale on TikTok Shop, while Luckin Coffee’s New York stores offer cashierless, app-based ordering and a Chinese-inspired menu.

Knowing these trends, we can say that the competitiveness of hotels and restaurants will be determined by how well they can integrate these consumer expectations into a unified guest experience strategy—in a way that makes the service convenient, personalized, technologically advanced, secure, and authentic.