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Travellers today are thinking more about the why behind their holiday rather than the where, according to Hilton’s 2026 Trends Report.
Based on survey data from more than 14,000 travellers across countries including Germany, the UK, the US and Australia, the report shows that travel is driven by emotional motivations, including the desire to rest and a longing for meaningful experiences.
“As travellers seek more meaning from their journeys, trust and familiarity have never been more important,” Chris Nassetta, president and chief executive officer at Hilton, said.
“This year’s report shows that 74% of travellers value booking with brands they know and trust, a clear signal that comfort and consistency are essential in today’s travel landscape. More than ever, it’s the feeling behind the trip that’s guiding where the journey begins.”
Here’s all the trends you need to know about.
Hushpitality
Today’s travellers are looking for peace and quiet on their trip, and to take time for themselves.
Of those polled, nearly half (48%) said they would add on extra travel days before or after family vacations, with 54% saying they would take a business trip to get a break from their family.
Around 27% of business travellers are prioritising solo time on work trips, with 19% choosing sleep over socialising, and 30% choosing a late-night meal or snack after group events.
Planning through your kids’ eyes
While in the past, parents would choose their travel destination based on their own preferences and kids would just tag along, nowadays the younger generation is actively involved in planning the vacation.
According to the survey, 73% of those who travel with their children or grandchildren expect to actively encourage the kids to help plan the family vacations.
Skip-gen travel is also on the rise, with nearly 30% of travellers saying they would send their kids off with just their grandparents.
Families are trying to be more present, too, with 58% of parents saying they would initiate periods of no screen time while away.
Inheritourism
The trips you take as kids are leaving a lasting impression, with two thirds of travellers saying their hotel choices have been shaped by their parents, with 73% saying their overall travel style has been influenced by their family.
Plus, people are letting their heritage pick their destination, with 52% of those polled saying they are planning trips to learn about family roots.
The US road trip returns
With Route 66 celebrating its centenary this year, it should come as no surprise to you that US road trips are on the rise.
According to Hilton, 61% of travellers won’t drive for more than five hours without stopping for a hotel stay, with 90% saying a comfortable bed is the priority after a day on the road.
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