Purpose & Rest Are Redefining Travel, Hilton Says
Hilton’s 2026 Trends Report reveals travelers are redefining vacations, choosing rest, purpose and connection over status and flash
In recent years, travel has become a performance, an arms race of “Instagrammable” moments that’s left once-sacred spaces crowded by travelers chasing the perfect shot. But a quiet rebellion may be underway, as one viral Reddit post recently asked, “If you couldn’t tell anyone you climbed Everest, would you still climb it?”
It’s a question that left many reflecting, and one that seems to echo through Hilton’s new 2026 Trends Report, which suggests a shift in mindset as travelers rethink the why behind every trip, trading bragging rights for balance and chasing experiences that restore rather than impress.
In its newly released report and based on an Ipsos survey of more than 14,000 travelers across 14 countries, Hilton predicts that next year’s vacations will be defined by travel rooted in purpose rather than place, marking a global shift toward more intentional, wellness-driven journeys.
“The world continues to change at a rapid pace – there’s no denying that – and that will affect how we plan, where we travel …,” Hilton president and CEO Chris Nassetta said. “At Hilton, we are embracing these shifts, but more importantly, we continue to listen to travelers to deeply understand their motivations – to help them make the most out of why they decided to stay.”
Here are some of the emerging “whycation” behaviors shaping how people will travel in 2026, according to Hilton’s latest report.
The Rise of ‘Hushpitality’
One of the report’s defining themes is what Hilton calls “hushpitality,” the pursuit of silence and stillness. It’s an idea that appeals to more than half of travelers (56%) who say their main reason for leisure travel is to rest and recharge, with top desires including time in nature (37%) and improved mental health (36%).
Nearly half of travelers (48%) are adding solo days before or after family trips, and more than one in four (28%) plan to carve out quiet moments for themselves even while traveling with a group. Hilton says 54% would even take a business trip just to get a break from family or partners.
The desire for calm is also shaping entirely new types of experiences. Hilton’s U.S. research shows 57% of travelers would be interested in a quiet or silent retreat, and 53% specifically in a reading retreat, giving rise to the growing “literary tourism” segment. Bibliophiles can book an experience with Book Huddle, which is hosting upcoming reading-retreat weekends in Kennebunkport, Maine, offering book discussions, fireside reading and nature walks.
Hotels are also adapting. At Conrad London St. James, the “Pem in Bed” program takes room service to the next level with in-room tasting menus and wine pairings for solo diners. Graduate by Hilton Cambridge and other properties are creating relaxed communal spaces for guests who want to be alone, but together.
Digital hospitality tools are also helping travelers protect their peace. Seventy-three percent of global travelers value digital check-in or check-out options, and Hilton guests downloaded over 12 million Digital Keys in the first half of 2025, a 20% year-over-year increase. Once on the hotel property, 65% say they prefer text-based communication with staff.
Comfort as the New Luxury
Home habits are traveling with guests, as Hilton reports that 77% of travelers say they enjoy visiting grocery stores abroad, and almost half cook their own meals while away. Pets and plants are part of the picture too: 64% of pet owners prioritize their pets’ needs when booking trips, while 75% of “plant parents” consider watering schedules in vacation planning.
Flexibility also matters, with 60% of global travelers sharing they would take months off work to travel if they could, and 44% would leave a job entirely if denied a vacation.
A majority (72%) hope to use time off to explore a personal passion or skill, tying into purposeful movement that is also shaping wellness tourism. Viceroy Hotels & Resorts recently teamed up with cycling brand Rapha to launch curated ride experiences at four of its properties, letting guests choose routes ranging from relaxed three-mile spins to advanced 60-mile treks that highlight each destination’s scenery.
And while Airbnb has long allowed travelers to book homes with expansive gourmet kitchens (or even modest ones with plenty of prep space to cook and enjoy a meal), the platform has added Airbnb Services this year, where users also can book wellness and fitness experiences such as personal training sessions, massages, spa treatments, beauty services and chef-prepared meals.
The Family Trip Gets a Remix
Family travel is being redefined as “generation permutations.” According to the report, 78% of parents and grandparents say their children inspire them to seek new travel experiences, while half of parents with multiple kids now take one-on-one trips for individual bonding.
Skip-gen vacations (where grandparents take the kids without parents) are growing, and nearly 20% of global travelers cite sports and entertainment as their main “why” for 2026 travel.
“Inheritourism,” another Hilton term, reflects how travel values and loyalty habits are passed down: 73% of travelers say their travel style was shaped by their parents, and 66% report the same for hotel preferences. Even loyalty programs have lineage, as 58% say their parents influenced which ones they use.
Families are also using travel as a way to enforce “no screen time” moments, according to 58% of parents.
Road Trips & Tech-Fueled Planning
The classic U.S. road trip remains central to the modern traveler, Hilton finds. Seventy-one percent of Americans plan to drive on their next vacation, and 76% of global car travelers say they prefer road trips over flying because it provides more spontaneity and control of their plans.
Hotels remain a big part of the experience. Nearly two-thirds (61%) say they won’t drive more than five hours without stopping for a hotel stay, 90% say a comfortable bed is the most important amenity after a day on the road, and 83% call free breakfast essential.
For many, comfort means more than sleep. Sixty-three percent of road trippers say a hotel pool is a must-have, while 62% upgrade to a suite mid-trip for more space and better rest. Hilton notes that on most major U.S. highways, drivers are on average within 30 minutes of a Hampton by Hilton.
Outdoor-focused itineraries are rising too, from AutoCamp’s glamping near national parks to Cloudland at McLemore Resort Lookout Mountain, Curio Collection by Hilton, which offers stargazing with hotel telescopes, sound baths, and an infinity pool with mountain views