Want to know where travel is headed next year? Hilton’s 2025 Travel Trends Report provides a comprehensive look at the emerging preferences and behaviors of modern travelers. Following the so-called "Year of the Great Recharge" in 2024, where wellness and relaxation took center stage, 2025 signals a shift toward balance. Travelers want a mix of adventure, relaxation and immersive experiences. Here’s a closer look with some key takeaways.
More and more travelers want active vacations that offer a blend of relaxation and adventure. A notable 70% of global travelers enjoy being active during their trips, and 20% are planning outdoor adventures in 2025. It’s clear that people are in search of meaningful experiences that engage both the body and the mind, maximizing their time and financial investment while creating lasting memories.
On the other side of things, there is a growing appreciation for adventure’s opposite — good old-fashioned lounging around. How does "Hurkle-Durkling" sound to you? It’s a Scottish term for spending the day in bed, and it resonates with 20% of travelers. (See also: the rise of the do-nothing vacation.) People are prioritizing downtime on their getaways and trying to not pack every last minute with activities. Many are also opting for wellness treatments to enhance their sleep. So, we’re seeing a balance arising between active exploration and restorative rest.
The Hilton 2025 report reveals a compelling trend towards Time Travel, with 58% of travelers revisiting childhood destinations with their families, reflecting a desire for nostalgic experiences and familiar coziness. Throw in the ongoing Slow Travel trend, with tourists immersing themselves in local cultures for extended periods, it’s apparent that travelers are looking for deeper connections with the places they visit. It’s not about quantity, it’s about quality.
We can’t ignore how technology continues to shape our travel experiences and habits. The Hilton report tells us that 63% of travelers value high-tech conveniences — things like digital room keys, which streamline the check-in process. However, there is a notable countertrend: 24% of travelers want to disconnect from social media during their trips. Again, it’s all about balance. Travel companies should help travelers leverage technology while also giving them access to genuine, distraction-free experiences.
Travel dynamics are also changing, with 25% of solo travelers — dubbed MeMooners — bringing pets along for leisure trips. Additionally, nearly 30% of travelers are venturing out with Frolleagues (friends who are also colleagues), blending work and leisure in innovative ways. What does it all mean? Primarily that there is clearly a growing desire for companionship and comfort while traveling.
With the rise of Gen Alpha (Gen A), families are increasingly basing travel decisions upon on their kids’ preferences—70% of parents reported this trend. But some of us don’t want to take trips with mom and dad. Solo travelers are embracing the joy of their own company, with 64% considering a good book their ideal travel companion. No doubt about it, solo travel is growing with each passing year.
Food continues to be a central theme in travel. Nearly 20% of travelers seeking out new culinary experiences — and half of them are even making restaurant reservations in a destination before their flights. Alongside this, the Tempo Drinking trend reflects a shift towards moderation, with 25% of travelers reducing their alcohol consumption. Health consciousness and mindful living are coming to the fore, even when we’re cutting loose on vacation.
Finally, the report highlights a growing trend towards Soft Travel, showing that more than 20% of travelers seek trips focused on self-discovery and mental health. This inclination for simplicity and spontaneity indicates a shift towards experiences that nourish the soul and foster personal growth.
Read the full 2025 Hilton Trends Report at stories.hilton.com/2025trends.
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