While 2024 represented the ‘Year of the Great Recharge’ as
sleep retreats made headlines, Hilton’s annual Trends Report indicates that
travelers are looking to pair their desire to relax and recharge with
high-impact adventures
and experiences to maximize their time and financial investment.
Extensive global research for the study involved 13,000
travelers across 13 countries, feedback from over 4,100 Hilton team members and
interviews with dozens of Hilton travel experts.
Chris Nassetta, president and chief executive officer,
Hilton, said in a statement, “Our 2025 Trends Report uncovers what has been
simmering for years – the intersection of work and play, of relaxation and
adventure, of being alone but together. Travelers don’t just want to choose
their own adventure – they want to maximize
every moment of their time away.
He added, “This new data reveals a fascinating dichotomy and
growing focus on experiences that will keep us on our toes, constantly evolving
to meet the needs of tomorrow’s traveler.”
Trend highlights include:
Adventure-Seeking Go Getaways Take on Restorative Sleep
Retreats and ‘Hurkle- Durkling’
With Go Getaways, 7 in 10 global travelers enjoy being
active when they travel, with 1 in 5 leisure travelers planning outdoor
adventures in 2025.
Sleep Retreats & Hurkle-Durkling indicates 1 in 5 global
travelers will indulge in the Scottish phrase of “lounging in bed all day”
while on vacation. And more than a quarter of travelers will book a spa or
wellness treatment to enhance their sleep.
Time Travel and Slow Travel Accelerate
Embracing nostalgia, The Time Travel trend shows that 58
percent of global travelers who travel with their kids revisit destinations
from their own childhood.
With Slow Travel, 1 in 4 leisure travelers are planning to
explore the world and different cultures in 2025, by traveling and immersing themselves
into a destination for an extended time as a local to fully experience the
culture.
High-Tech Travel Meets Digital Detox
The High-Tech Travel trend indicates that 63 percent of
travelers place importance on having the option of a digital room key, allowing
them to go straight to their room without stopping at the front desk.
With Digital Detox, 24 percent of global travelers admit to
disconnecting from social media more than they used to on vacations.
Fido and Frolleagues Take the Stage
Regarding pet lovers, 25 percent of ‘MeMooners’, or solo
travelers, often travel for leisure with their pets – more often than the
average leisure traveler (19 percent).
In addition, almost 30 percent of global travelers vacation with ‘Frolleagues,’ friends who are also colleagues, on their leisure
adventures.
Gen Alpha and MeMooner Travelers Surge
Regarding the Gen Alpha Effect, 70 percent of global
respondents with children choose vacation destinations based on their kids’
preferences.
MeMooners Rising trend indicates 64 percent of solo
travelers consider a good book their favorite travel partner.
Foodie Exploration and Tempo Drinking
Nearly 1 in 5 of global leisure travelers seek out new
restaurants or culinary experiences, with 50 percent of booking restaurant
reservations even before their flights.
Sober Curiosity Evolution
In just the past year, 1 in 4 global travelers has either
reduced or stopped their alcohol consumption, reflecting a growing Tempo
Drinking trend, or the mindful practice of moderating the pace and volume of
drinking alcohol.
From Inner Discovery to Outward Cheering
More than 1 in 5 travelers plan to getaway for
self-discovery or mental health when traveling for leisure, leaning into ‘Soft
Travel,’ or travel that encourages simplicity or spontaneity.
Surge in Sports
From 2019 to 2024, Hilton Worldwide Sport Sales revenue
tripled in volume – 80 percent of which is driven by youth or amateur sports.
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