Emerging Trends – from the Go Getaway and Hurkle‑Durkling to the Rise of Frolleagues and MeMooners – Spotlight How Travellers Will Work to Have It All in the Coming Year.
2024 was the Year of the Great Recharge, where sleep retreats made headlines, mindful drinking rose in popularity and wellness-themed guest rooms took off. Today, as the post-pandemic leisure travel boom normalises, travellers surveyed in Hilton’s annual Trends Report are looking to pair their desire to relax and recharge with high-impact adventures and experiences to maximise 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. Travellers don’t just want to choose their own adventure – they want to maximise every moment of their time away,” said Chris Nassetta, president and chief executive officer, Hilton. “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 traveler.”
Report findings were uncovered after extensive 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. Trend highlights include:
Adventure-Seeking “Go Getaways” Take on Restorative Sleep Retreats and “Hurkle-Durkling”
“Time Travel” and “Slow Travel” Accelerate
“High-Tech Travel” Meets “Digital Detox”
Fido and Frolleagues Take the Stage
Gen Alpha and MeMooner Travellers Surge
Foodie Exploration and Tempo Drinking
From Inner Discovery to Outward Cheering
Hilton continues to innovate to meet the needs of travellers globally through an unmatched portfolio of industry-leading brands plus exclusive partnerships that create more experiences for guests to dream about. From Hilton dramatically expanding its portfolio of luxury hotel experiences with the addition of nearly 400 boutique properties from the exquisite Small Luxury Hotels of the World (SLH) collection, to its exclusive partnership with premier outdoor hospitality company AutoCamp, Hilton is providing exceptional stay experiences for every traveler for every stay occasion.
For more information on how Hilton is staying ahead of travel trends and to view the findings, read the full 2025 report at stories.hilton.com/2025trends. To start planning 2025 travel, visit Hilton.com.
2024 was the Year of the Great Recharge, where sleep retreats made headlines, mindful drinking rose in popularity and wellness-themed guest rooms took off. Today, as the post-pandemic leisure travel boom normalises, travellers surveyed in Hilton’s annual Trends Report are looking to pair their desire to relax and recharge with high-impact adventures and experiences to maximise 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. Travellers don’t just want to choose their own adventure – they want to maximise every moment of their time away,” said Chris Nassetta, president and chief executive officer, Hilton. “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 traveler.”
Report findings were uncovered after extensive 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. Trend highlights include:
Adventure-Seeking “Go Getaways” Take on Restorative Sleep Retreats and “Hurkle-Durkling”
“Time Travel” and “Slow Travel” Accelerate
“High-Tech Travel” Meets “Digital Detox”
Fido and Frolleagues Take the Stage
Gen Alpha and MeMooner Travellers Surge
Foodie Exploration and Tempo Drinking
From Inner Discovery to Outward Cheering
Hilton continues to innovate to meet the needs of travellers globally through an unmatched portfolio of industry-leading brands plus exclusive partnerships that create more experiences for guests to dream about. From Hilton dramatically expanding its portfolio of luxury hotel experiences with the addition of nearly 400 boutique properties from the exquisite Small Luxury Hotels of the World (SLH) collection, to its exclusive partnership with premier outdoor hospitality company AutoCamp, Hilton is providing exceptional stay experiences for every traveler for every stay occasion.
For more information on how Hilton is staying ahead of travel trends and to view the findings, read the full 2025 report at stories.hilton.com/2025trends. To start planning 2025 travel, visit Hilton.com.