Hilton’s 2026 Trends Report reveals travelers are choosing trips
that begin with purpose, not just place.
The survey of 14,000 travelers across 14 countries, Hilton
team and Hilton Honors members showed that travelers will embrace the rise
of the “whycation” – travel driven by emotional motivations. The question is no
longer “Where are we going?” but rather “Why are we going?”
Key trend
highlights include:
Hushpitality: Seeking Sweet Silence
- Travel as Escape: Travelers look for
destinations that dial down life’s distractions. Nearly half seek solo time, adding
extra days before or after family vacations while 54 percent say they would
take a business trip for a break from family or a partner.
- Alone Together: 27 percent of business
travelers seek solo time during work trips, 30 percent opting for a private
late-night meal or snack after group events and 19 percent choosing sleep over
socialization.
- Silence Streamlined: Nearly 73
percent value digital check-in.
Home Comforts: The New 'Carry On'
Travelers are grounding their journeys in familiarity.
- Familiar Flavors: Nearly 80 percent find
comfort in familiar food items, 48 percent cook their own meals while away and
77 percent enjoy “grocery store tourism,” browsing food aisles while abroad.
- Creature Comforts: 64 percent of pet
owners prioritize their pet’s needs over their own when booking a trip.
- Room to Grow: 72 percent expressed a
desire to take time off to explore a personal passion or hobby and 60 percent reported
they’d entirely disconnect to travel for months or years.
Generation Permutations: The Expanded, Playful Family Vacation
Children are helping shape family vacation while travelers
of all ages are letting spontaneity, wonder and shared experiences guide the
journey.
- Young Voices: Big Influence: 75 percent
of global travelers traveling with children or grandchildren activity encourage
kids to help plan the family vacation while 78 percent say children inspire
them to try new things.
- Skip-Gen on the Rise: Nearly 30 percent traveling
with children embrace skip-gen trips – sending kids off with just the
grandparents – while 50 percent of parents with multiple children take trips
with one child at a time to create special moments and bonding.
- Playtime Unplugged: 84 percent will seek
out play together as a family opportunity, with more than half of parents and
grandparents initiating periods of “no screen time” during vacation.
Inheritourism: Travel Runs in the Family
As children grow up, many continue traveling with their
parents.
- Passed-Down Preferences: Two-thirds say
hotel choices were shaped by their parents, 58 percent reporting the same about
loyalty programs, and 73 percent stating their overall travel style was
influenced by their family.
- Still on the Family Plan: More than half
of families travel with at least one adult child – and in most cases, parents pick
up the tab. Just 11 percent of adult children globally cover the full cost of
their trip.
- Travel as Legacy: Close to 70 percent of
families seek experiences connecting to local traditions, and 58 percent are
planning trips to learn about family roots.
The U.S. Road Trip Returns
The lead-up to the U.S.’s 250th anniversary in 2026 is
predicted to reignite the American road trip.
- Hospitality in Motion: 61 percent won’t
drive more than five hours without stopping for a hotel stay. Ninety percent
say a comfortable bed is the most important amenity, and 83 percent report free
breakfast is a must-have.
- The Splash Break: 63 percent say access
to a hotel pool is a must-have.
For the latest travel news, updates and deals, subscribe to the daily TravelPulse newsletter.
Topics From This Article to Explore
