Maximizing Every Moment: Hilton’s 2025 Travel Trends Predict a Year of Adventure, Relaxation, and Connection

As the post-pandemic travel boom stabilizes, Hilton’s 2025 Trends Report reveals a shift in traveler priorities. Guests are increasingly looking to blend relaxation with high-energy adventures, creating a balance between recharging and maximizing their experiences. This year’s report, based on feedback from 13,000 travelers across 13 countries and insights from over 4,100 Hilton employees, showcases emerging trends for the coming year.

Adventure Meets Relaxation: The Rise of Go Getaways and Hurkle-Durkling
Nearly 70% of global travelers enjoy staying active while on vacation, with 1 in 5 planning outdoor adventures in 2025. “Go Getaways,” a term coined for these activity-filled trips, are becoming more popular, especially in Brazil, where unique experiences are a top travel motivation. At the same time, “Hurkle-Durkling,” the Scottish concept of lounging in bed all day, is gaining traction. A significant number of travelers plan to incorporate rest and rejuvenation into their itineraries through wellness treatments and sleep retreats.

Nostalgia and Cultural Immersion Fuel Time and Slow Travel
Parents seeking to reconnect with their past are driving the “Time Travel” trend, with 58% of global travelers revisiting childhood destinations with their children. In Brazil, over half of leisure travelers return to the same vacation spot year after year. Meanwhile, “Slow Travel” is becoming a favorite for those looking to immerse themselves in local cultures for extended stays, with 1 in 4 leisure travelers embracing this slower, more meaningful travel experience.

Balancing Tech and Detox: High-Tech Travel and Digital Disconnect
Technology continues to reshape the travel experience, with 63% of travelers valuing digital keys that allow for seamless check-in. However, the rise of “Digital Detox” reflects a growing trend among vacationers to unplug, with 24% of global travelers disconnecting from social media more often than before.

Frolleagues and Pet Companions: New Types of Travel Companions
A growing number of travelers are bringing “frolleagues”—friends who are also colleagues—on their trips, with nearly 30% of leisure travelers engaging in these combined adventures. Meanwhile, 25% of solo travelers, or “MeMooners,” are traveling with their pets, a trend especially prominent among Brazilians who are planning pet-friendly vacations.

Gen Alpha and Culinary Exploration
With 70% of parents letting their children influence vacation choices, the “Gen Alpha Effect” is shaping family trips. Additionally, food continues to be a driving force for global travelers, with nearly 1 in 5 planning to explore new culinary experiences during their vacations, and 50% booking restaurant reservations before even securing their flights.

Wellness and Sports Tourism Continue to Rise
“Soft Travel,” where simplicity and mental health take center stage, is becoming a priority for more than 1 in 5 leisure travelers. At the same time, the surge in sports-related travel continues to climb, with Hilton Worldwide Sports Sales revenue tripling from 2019 to 2024, largely driven by youth and amateur sports events.

Hilton’s 2025 report highlights how the company is staying ahead of these evolving travel preferences by offering a variety of experiences through its vast portfolio of luxury hotels and innovative partnerships, such as the collaboration with Small Luxury Hotels of the World and outdoor hospitality brand AutoCamp.