Dive Brief:
- In the coming year, travelers will be shifting toward intentional experiences, with a focus on the “why” over the “where, according to Hilton’s newly released 2026 Trends Report. The hotel brand has dubbed this trend the “whycation.”
- Hilton reports that travelers’ number one motivation to travel for leisure in 2026 will be “to rest and recharge” (56%). Other reasons include spending time in nature (37%), improving mental health (36%) and spoiling themselves with “me time” (20%).
- Loyalty will also play a role in travelers’ choices in 2026. Some 62% of travelers reported being “very loyal” to at least one loyalty program per category (hotel, airline, car rental), according to the survey. Meanwhile, 66% said they’re willing to spend a little more to continue to book with that brand. “As travelers seek more meaning from their journeys, trust and familiarity have never been more important,” Hilton CEO Chris Nassetta said in a statement.
Dive Insight:
Hilton describes the “whycation” as travel driven by emotional motivations such as the “desire to rest, the urge to reconnect and a longing for experiences that feel meaningful.”
“More than ever, it’s the feeling behind the trip that’s guiding where the journey begins,” Nassetta said, also noting that 74% of travelers value booking with brands they know and trust, “a clear signal that comfort and consistency are essential in today’s travel landscape.”
The survey of 14,000 travelers across 14 countries was conducted in partnership with Ipsos, along with proprietary insights from more than 5,000 Hilton team members and feedback from 1,000 Hilton Honors loyalty members.
According to Hilton’s research, in 2026, travelers will be looking to escape — from work and sometimes family. Nearly half (48%) of travelers surveyed said they are adding extra travel days before or after family vacations, while more than half (54%) said they would take a business trip to get a break from their family or partner.
For those on business trips, more than a quarter (27%) of travelers said that they actively seek solo time, with 30% opting for a private late-night meal or snack after group events and 19% choosing sleep over socializing with colleagues.
Solo time also means less in-person interaction with the hotel’s front desk. According to the report, nearly three-quarters (73%) of travelers said they find digital check-in and checkout options useful. Hilton cited its own stats, noting that more than 12 million Hilton Honors Digital Keys were downloaded between January and June of this year — a 20% year-over-year increase from the same period in 2024.
And while alone time is big, pets are still included. According to Hilton, 64% of travelers search for pet-friendly accommodations when planning. In fact, Hilton.com reports that “pet-friendly” is the fifth most popular search filter on the site.
On the flip side, vacation group sizes seem to be growing in all directions. Almost half (48%) of the global Hilton team members surveyed are observing more families traveling with three or more generations.
According to the report, more than half of adults (53%) traveling with their children or stepchildren said that their party includes at least one adult child aged 18 or older, who, in many cases, is tagging along at little or no cost.
Hilton is also predicting road trips to be popular in 2026, with 61% of travelers saying they won’t drive more than five hours without stopping for a hotel stay. A comfortable bed, a free breakfast and a pool top the list of amenities road-trippers look for the most, while 62% said they will choose to upgrade to a suite mid-trip for the extra space and better rest.
