This is an excerpt from VOLT, our premium trends platform. In this edition, we examine the hotels and operators that are 'Cultural Powerhousing' – forming strategic alliances with institutions that deliver riches and kudos money can’t buy. Subscribe now to read the full industry deep dive.

It's no secret that travel and culture are natural bedfellows. This marriage lies at the very heart of meaningful travel, with UNESCO revealing that cultural tourism is one of the largest and fastest-growing areas of the global tourism sector. Top-tier hotels have long been savvy to the riches that the arts world can bring to guests - from the impressive art collections hung on their walls to cultural initiatives that take travellers on a deep-dive in a given destination. Then, there are the leading hospitality brands who have reimagined important cultural spaces - whether it is a converted historic bank or theatre - to turn them into properties infused with priceless heritage.

However, looking ahead to 2026 and beyond, there is a new shift in this relationship with culture. When it comes to the power that art, culture and heritage can bring, travel brands are looking to up the ante with deeper and more meaningful offerings. It has us asking: is travel the most impactful custodian of culture? Can "Cultural Powerhousing", a term coined by Globetrender, help travel companies to actually leverage business?

Kim Kardashian, arguably one of the most powerful influencers in pop culture (described as such by countless media outlets, from Time Magazine to Vogue), has hit the nail on the head in her recent business MasterClass - the online learning platform that offers video lessons from industry leaders. Kim's route to success is outlined in her Ten "Kimmandments". Number 7 is what she calls "Culture Sets The Time" which refers to the importance of "cultural currency" and how it can open doors that money can't. In other words, being engaged with current cultural trends is key to commercial success.

When it comes to tapping into culture within the travel industry, a recent white paper described the phenomenon as "the artification of hospitality". Research revealed that not only is "cultural tourism the fastest-growing segment of the tourism industry" but it also adds to the fact that "in the Experience Economy era, individuals are looking for experiences that allow them to express their values and lifestyles" (L'Università degli Studi di Milano-Bicocca). With 40% of international tourists travelling to experience culture (cbi.eu), it is an area that is growing in impact.

The trend has led to more inventive offerings from hospitality brands who are tapping into the creative arts. Anantara Siam Bangkok Hotel, for instance, has recently announced a collaboration with the Bangkok Art and Culture Centre (BACC). The partnership highlights Anantara Siam's vision of becoming a living museum of Thai art, anchored by one of its most important works - the Grand Staircase mural, a 100-square-metre masterpiece created by Phaptawan Suwannakudt. As well as learning more about the mural, the project takes guests outside its walls and includes art tours of BACC. "The idea is to cement the hotel's role as a cultural landmark where art and storytelling continue to evolve," says Anantara...

To explore the full trend — including insights from Explora Journeys, an interview with the cofounder of Original Travel, Tom Barber, and key data points illustrating the shift — subscribe to VOLT. Annual subscribers receive twice monthly trend reports, a library of 200+ more, plus direct support from Globetrender's in-house trend strategists.