Hilton’s 2025 Trends Report provides a comprehensive overview of evolving travel preferences. This in-depth survey of 13,000 adults from 13 countries outlines the cultural and consumer shifts shaping the hospitality sector.
The report highlights significant trends such as the rise of sleep tourism and the evolution of blended travel, offering valuable insights for stakeholders aiming to align with contemporary traveller demands.
The Rise of Sleep Tourism
In an intriguing shift towards prioritising rest, Hilton’s 2025 Trends Report uncovers the growing popularity of sleep tourism. The report notes that many travellers experience better sleep in hotels, with two-thirds of Americans affirming this sentiment. Intriguingly, 37% of respondents admit they prefer separate beds from their partners when travelling, highlighting a unique aspect of sleep tourism.
Gen Z, in particular, has turned quality sleep into a social media bragging right. Hotels are capitalising on this trend, designing rooms and experiences that cater specifically to sleep needs. This trend reflects a broader societal focus on wellbeing and self-care, suggesting that quality rest has become a pivotal part of the traveller’s checklist.
Blended Travel Takes a New Form
Blended travel, traditionally understood as combining business with leisure, is evolving. The report reveals that nearly 30% of travellers are now choosing to vacation with professional acquaintances rather than solely business or family trips. This shift indicates a blurring of lines between professional and personal lives as people seek to strengthen professional relationships in informal settings.
The implications for hospitality are significant, as establishments may need to adapt services to cater for such mixed-use vacations. Businesses could offer tailored packages that integrate both leisure and business amenities, responding to this emerging demand.
Soft Travel and Self-Discovery
There’s a notable rise in ‘soft travel’, where the focus is on self-discovery and mental health rather than family or work. About 22% of the survey participants are planning such escapes for personal growth and rejuvenation. This trend is gaining visibility, with travellers frequently sharing experiences on social media.
These soft travel experiences speak to a growing desire for introspective journeys. It’s not just about the destination, but the journey within. The hospitality industry could leverage this by offering personalised wellness packages.
Many travel providers are already tapping into this by creating bespoke experiences that cater to the mental and emotional needs of travellers. As more people seek solace and clarity through travel, the demand for such experiences is set to escalate.
Culinary Journeys as Travel Motivators
Hilton’s findings reveal that food is a powerful motivator in travel decisions. Nearly 20% of those surveyed travel explicitly for unique culinary experiences. Significantly, 50% of respondents book restaurant reservations before securing flights, indicating the high priority given to dining experiences.
This trend calls for an innovative approach from travel operators and restaurants, who now have the opportunity to attract food-driven tourists with exclusive dining offers and behind-the-scenes culinary events. The intertwining of gastronomy with travel can enhance the overall tourist experience, making it a central element of the trip.
Such trends emphasize the necessity for travel destinations to showcase their culinary heritage and gourmet offerings, potentially positioning themselves as must-visit locations for the gastronomy-inclined traveller.
Challenges for Solo Travellers
Solo travel remains popular, yet the survey highlights challenges faced by these travellers. One in two respondents have taken solo trips; however, many feel uncomfortable dining alone, desiring more restaurant settings that accommodate so-called solo diners.
The hospitality industry has the opportunity to address these challenges, offering more inclusive dining environments and inventive table arrangements that make solo travellers feel welcome. This adjustment could significantly enhance their dining experience and encourage solo travel.
As the trend of solo travel continues to rise, establishments that adapt to these preferences will likely attract a growing segment of the market, creating a welcoming and inclusive atmosphere for all travellers.
The Enduring Allure of Outdoor Recreation
Despite changes in travel trends, outdoor recreation retains its appeal, as Hilton’s report suggests. It notes that one in five travellers plans to include outdoor activities in upcoming trips. This affinity for nature-based adventures highlights a continued interest in experiences that connect with the natural world.
National parks, mountains, and adventure trails beckon those eager to escape urban confines, providing a natural respite. This persistent interest indicates a sustained opportunity for hospitality providers to offer packages that include outdoor excursions.
Providers must continue to innovate and expand their outdoor offerings, ensuring they meet the evolving desires of travellers seeking to blend leisure with adventure.
Sustainability in the Spotlight
Sustainability remains a critical component in travellers’ decision-making processes. The report indicates that nearly three-quarters of respondents prioritise minimising environmental impact in their travels.
This underscores the importance for the travel industry to adopt green practices. Sustainable initiatives not only align with consumer values but also enhance brand reputation, potentially leading to increased patronage.
The Hilton 2025 Trends Report underlines the transformative shifts within the travel industry. By embracing these evolving trends, industry leaders can better cater to an increasingly discerning and diverse traveller demographic.
As preferences shift towards experiences that prioritise sleep, sustainability, and self-discovery, the hospitality sector stands at the cusp of an era where innovation meets evolving consumer expectations.