Hilton has released its 2026 global travel trends report, identifying a new wave of purpose-driven travel experiences led by what it calls the rise of the “whycation.” The report, titled The Whycation: Travel’s New Starting Point, is based on a survey of 14,000 travelers across 14 countries and reveals that comfort, connection, and control are shaping how people plan their trips for the coming year.
The study highlights that global travelers are increasingly prioritizing emotional motivations — such as rest, reconnection, and meaningful experiences — over traditional destination-focused planning. According to Hilton, 2026 will mark a shift from “where to go” to “why to go,” signaling a broader transformation in how people approach leisure and business travel.
Purpose Over Place: The Rise of the ‘Whycation’
Hilton’s research found that travelers are redefining what makes a trip meaningful, favoring experiences that align with personal values, identity, and wellbeing. “As travelers seek more meaning from their journeys, trust and familiarity have never been more important,” said Chris Nassetta, President and Chief Executive Officer of Hilton. “This year’s report shows 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. More than ever, it’s the feeling behind the trip that’s guiding where the journey begins.”
The 2026 Trends Report combines findings from global consumer research conducted with Ipsos, insights from more than 5,000 Hilton team members, and feedback from 1,000 Hilton Honors members. The results identify four key global themes expected to influence travel behavior next year: “Hushpitality,” “Home Comforts,” “Generation Permutations,” and “Inheritourism.” A fifth theme, the “Road Trip Revival,” specifically focuses on U.S. travel habits ahead of the country’s 250th anniversary in 2026.
Hushpitality: The Search for Silence
One of the standout findings is the emergence of “Hushpitality” — the desire among travelers to disconnect from noise and digital distractions. Nearly half of respondents (48%) said they plan to add solo time to their family vacations, while more than half (54%) would extend a business trip to take a break from family or partners. Among business travelers, 27% intentionally carve out solo time during work trips, and 19% prioritize sleep over social events.
The report also highlights growing demand for seamless and low-interaction technology. Seventy-three percent of travelers said they value digital check-in options, while 27% are communicating with hotels more frequently using tech tools that streamline service and enhance privacy.
Comfort, Connection, and Familiarity Lead the Way
Hilton’s findings show travelers are bringing more of their home routines and comforts along with them, seeking to replicate familiarity while away. Nearly 80% of travelers said they find comfort in familiar menu items, while almost half (48%) cook meals during trips. At the same time, 77% enjoy exploring grocery stores abroad, a trend the report calls “grocery store tourism.”
Pets and personal passions are also influencing travel decisions. Sixty-four percent of pet owners said they prioritize their pets’ needs over their own when booking, while 72% of respondents expressed a desire to take time off to explore hobbies or passions. The report notes that these habits reflect a shift toward self-care and emotional balance rather than volume-driven tourism.
Family Travel Redefined
The report identifies “Generation Permutations” — the evolution of family travel shaped by children’s influence — as another defining trend. Seventy-three percent of parents and grandparents said they encourage children to help plan family vacations, and 78% said their kids inspire them to try new experiences. Nearly 30% of respondents reported planning “skip-generation” trips, where children travel with grandparents instead of parents, while 50% of families with multiple children said they now take one-on-one trips to create stronger bonds.
Hilton also points to an increase in “Inheritourism,” where adult children continue traveling with their parents. Two-thirds of respondents said their hotel preferences were shaped by their family’s travel habits, while 58% said loyalty program choices were influenced by their parents. More than half (53%) of families said they now travel with at least one adult child — with parents covering most of the cost — and 52% plan to travel to explore family roots.
The U.S. Road Trip Revival
In the United States, Hilton predicts a resurgence of the classic American road trip as the nation prepares to celebrate its 250th anniversary in 2026. Sixty-one percent of respondents said they would not drive more than five hours without stopping for a hotel stay, while 90% named a comfortable bed as the most important amenity. More than 80% said free breakfast is essential, and 63% said access to a hotel pool is a must-have for family trips.
The report suggests that nostalgia, slower travel, and a desire for control are driving renewed interest in road trips. Hilton expects this trend to fuel demand across its roadside and midscale brands, including Hampton by Hilton and Tru by Hilton, which have extensive footprints in U.S. drive markets. The company also sees an opportunity for travelers to rediscover regional heritage destinations tied to America’s semiquincentennial celebrations.
“Travelers are increasingly blending convenience, comfort, and emotional connection,” said Chris Nassetta. “As people look to find meaning and balance in how they explore the world, the hospitality industry must evolve to meet those expectations with consistency and authenticity.”
The Hilton 2026 Trends Report positions travel as both a personal and cultural expression, where motivation and mindset matter as much as destination. As the report concludes, “Today’s trips are starting somewhere new — with a why.”
Hilton’s full 2026 Trends Report, The Whycation: Travel’s New Starting Point, is available at stories.hilton.com/2026trends.
Photo © 2025 Hilton
