This year so far has been the ‘Year of the Great Recharge,’ where sleep retreats’ popularity soared, mindful drinking increased in popularity and wellness-themed guest rooms took off. Today, as the post-pandemic leisure travel boom normalizes, travelers surveyed in Hilton’s annual Trends Report are looking to pair their desire to relax and recharge with high-impact adventures and experiences to maximize their time and financial investment.
2025 will be the ‘Year of the Travel Maximizer,’ Hilton said in the report. Travelers are opening up to new experiences, irrespective of the type of vacation, and their travel spirit will be inspiring.
Travelers don’t just want to choose their own adventure – they want to maximize every moment of their time away, said Chris Nassetta, president and chief executive officer, Hilton. The new study reveals an interesting dichotomy and growing focus on experiences that will keep hotels on their toes, constantly evolving to meet the needs of tomorrow’s traveler, he added.
Some of the highlights of the trend report include:
- Popularity of sleep retreats an “hurkle durkling” — About seven out of 10 travelers said they like to be active when they travel, with one in five leisure travelers intending to go for outdoor adventures in 2025. One in five travelers said they like to indulge in “hurkle durkling” (which means ‘lounging in bed all day’ in Scottish) while on vacation. More than a quarter of travelers are likely to book a spa or wellness treatment.
- Revisiting destinations — Some 58% of travelers who travel with their children revisit destinations from their own childhood. Leaning into the slow travel trend, one in four leisure traveler is planning to explore the world and different cultures in 2025. More travelers are exploring secondary cities and destinations instead of the usual, crowded tourist hotspots.
- High-tech meets digital detox — Most travelers preferred to see technological innovations in their rooms, with 63% of participants considering it as important to have a digital room key. Some 24% of travelers said they disconnect from social media more than they used during vacations.
- Pet-friendly hotels — Traveling with pets is rising in popularity, with 25% of solo travelers traveling for leisure with their pets than the average leisure traveler.
- Travel partner — Roughly 30% of travelers often travel with “frolleagues” — friends who are also colleagues — on their leisure holidays.
- Surge in Gen Alpha and solo travelers — Nearly 70% of participants with children choose vacation destinations based on their children’s travel preferences. When it comes to restaurant choices, 63% of parents allow their children to pick where they dine while traveling. Gen Z (55%) and Millennials (51%) are more likely to travel on their own. Some 64% of solo travelers consider an interesting book their perfect travel buddy.
- Culinary experiences — Culinary experiences are an important motivator to travel, with around one in five leisure travelers exploring new restaurants and 50% booking restaurant reservations before their flights.
- Sober-curious generation — Alcohol consumption seems to be reducing, with one in four travelers either reducing or completely giving up on alcohol, reflecting the mindful practice of moderating the pace and volume of alcohol consumption.
- Soft travel — More than one in five travelers are planning a getaway for self-discovery or mental wellbeing when traveling for leisure, leaning into the “soft travel” (travel that encourages spontaneity or simplicity) trend.
- Surge in sports — Between 2019 and 2024, revenue of Hilton Worldwide Sport Sales tripled in volume, 80% of which is led by youth or amateur sports.
“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,” Nassetta said.
