Calling 2024 the “year of the great recharge”, Hilton’s annual trends report predicts travellers in 2025 will be looking to pair their desire to relax and recharge with high-impact adventures and experiences to maximize their time and financial investment.
“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”, Chris Nassetta, Hilton President and CEO, commented on the report. “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 traveller.”
Travelers don’t just want to choose their own adventure – they want to maximize every moment of their time away.
Chris Nassetta, Hilton President and CEO
Report findings were uncovered after global research, involving 13,000 travellers across 13 countries, feedback from over 4,100 Hilton team members and in-depth interviews with dozens of Hilton travel experts. Based on this research, below are 10 travel trends for next year:
1. More activity, fewer sleepcations
The report shows that 7 in 10 global travellers enjoy being active when they travel, with 1 in 5 leisure travellers planning outdoor adventures in 2025. In contrast, only 2 in 10 respondents indulge in Hurkle-Durkling, the Scottish phrase for “lounging in bed all day” while on vacation, and more than a quarter of travellers will book a spa or wellness treatment to enhance their sleep.
2. Slow travel
1 in 4 leisure travellers are planning to explore the world and different cultures in 2025, leaning into the slow travel trend, the act of travelling and immersing yourself into a destination for an extended time as a local to fully experience the culture.
3. Avoiding front desk interactions
63% of travellers 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.
4. Digital detox
24% of global travellers admit to disconnecting from social media more than they used to during vacations.
5. Pets and books are the best companions for solo travellers
Among solo travellers, also called MeMooners, 25% often bring their pets along for their leisure getaways. In comparison, only 19% of the average leisure holidaymakers (i.e. not solo) travel with their pets. An even more preferred travel ‘companion’ for MeMooners is a book, with 64% of the solo traveller respondents saying books are their “favourite travel partner”.
6. Frolleagues
Today, nearly 30% of global travellers often travel with Frolleagues, friends who are also colleagues, on their leisure adventures.
7. Foodie exploration
Nearly 1 in 5 of global leisure travellers seek out new restaurants or culinary experiences, with 50% of travellers booking restaurant reservations before their flights.
8. Tempo drinking
Over the past year, 1 in 4 travellers has either reduced or stopped their consumption of alcohol, the report says, reflecting the growing “tempo drinking” trend, a mindful practice of moderating the pace and volume of drinking alcohol.
9. Soft travel
More than 1 in 5 respondents plan to getaway for self-discovery or mental health when travelling for leisure, leaning into “soft travel”, or travel that encourages simplicity or spontaneity.
10. Nostalgia
When it comes to travelling with family, 58% of the respondents with children revisit destinations from their own childhood, embracing nostalgia.
