As travel patterns continue to shift, Hilton’s 2025 Trends Report reveals key insights into how travellers will navigate the balance between relaxation and adventure in the coming year. Following the “Year of the Great Recharge” in 2024, when sleep retreats and mindful experiences gained prominence, travellers are now seeking ways to recharge while enjoying high-energy activities that make the most of their time and spending.
Chris Nassetta, Hilton’s president and CEO, explained, “The 2025 Trends Report reveals an evolving interplay between work and leisure, relaxation and excitement, along with moments of solitude amid group dynamics. This report highlights the changing desires of travellers, with a clear focus on making every trip as enriching as possible.”
These trends were identified after extensive global research involving 13,000 travellers from 13 countries, feedback from over 4,100 Hilton team members, and interviews with travel experts. Key takeaways from the report include:
1. Go Getaways: More Activity, Less Hurkle-Durkling
Spontaneity is in vogue, with many travellers adopting a Go Getaway mindset. Seven in ten global travellers enjoy being active during their trips, with one in five leisure travellers planning outdoor adventures for 2025.
While a smaller segment (20%) enjoys Hurkle-Durkling, a Scottish term for lounging in bed all day, more than a quarter intend to boost their rest by booking wellness treatments focused on improving sleep.
2. Slow Travel Takes Hold
A quarter of leisure travellers are opting for longer, more engaging stays. This approach, known as slow travel, involves settling into a destination for an extended period to fully experience its culture and lifestyle. This trend highlights a growing preference for deeper connections with places and people.
3. Skipping Front Desk Stops
Travellers are increasingly looking for streamlined experiences. Over 60% of respondents prefer having digital room keys, allowing them to head straight to their rooms without pausing at the front desk. This growing demand for contactless technology continues to shape how people want to interact with hotel services.
4. Taking a Break from Social Media
Digital detoxes are becoming more common. Around 24% of global travellers report that they are spending less time on social media during vacations than they used to, focusing more on being present in the moment and enjoying their surroundings without constant online engagement.
5. The Gen Alpha Effect
70% of global respondents with children select vacation destinations based on their kids’ preferences. This trend underscores the influence of younger generations, particularly Generation Alpha—children born from 2010 onwards—on family travel decisions. These young travellers are increasingly shaping the choices families make when planning their vacations.
6. MeMooners and Their Companions
Among solo travellers, often called MeMooners, 25% bring their pets along on leisure trips, compared to just 19% of average leisure holidaymakers (those travelling with others). Additionally, books are a popular choice for solo travellers, with 64% of MeMooners declaring them their “favorite travel partner.”
7. Frolleagues Take Off
Nearly 30% of global travellers are blurring the line between work and leisure by travelling with friends who are also colleagues, a trend dubbed “Frolleagues.” These trips mix bonding and relaxation, reflecting the increasing intersection of professional and personal life during time away.
8. Food at the Forefront of Exploration
Culinary experiences remain a major draw for global travellers. Around one in five travellers seek new restaurants and food adventures during their trips, with half making restaurant reservations before even boarding their flights. Exploring local flavours is a key motivation for planning these getaways.
9. Tempo Drinking
Mindful drinking is gaining ground, with one in four global travellers either reducing or completely cutting out alcohol consumption in recent years. This movement, often referred to as tempo drinking, promotes a more considered approach to how, when, and how much people drink while travelling.
10. Soft Travel for Mental Wellness
Mental health is increasingly becoming a priority for travellers, with one in five participants indicating that they plan to travel specifically for self-discovery or mental health benefits. This “Soft Travel” trend encourages simplicity, spontaneity, and a slower pace, allowing people to reconnect with themselves and their surroundings in a meaningful way.
11. Nostalgic Destinations Resurface
When it comes to family travel, nostalgia plays a big role. Nearly 60% of respondents with children revisit destinations from their own childhood, allowing them to share meaningful experiences with the next generation.
12. Sports Travel Surges
The world of sports travel has seen considerable growth, with Hilton reporting a threefold increase in sports-related travel revenue from 2019 to 2024. This surge is largely driven by youth and amateur sports, which make up 80% of the sports travel segment. Families, teams, and fans alike are increasingly booking trips around major sporting events, making this a trend to watch as it continues into 2025.
