Hilton releases its 2027 Trends Report

Travellers will redefine what it means to travel well in 2027, prioritising experiences that continue to enrich their lives long after they return home.

This is according to Hilton’s 2027 Trends Report – entitled The Great Rebalance.

The global hotel operator’s yearly Trends Report has become a barometer for the year ahead. This year, the sixth annual report reveals why travellers are embracing good over perfection.

It suggests people are focused on trips that help them reset, gain perspective and make the most of their time away and a new balance of wellbeing is emerging.

Back to nature

Hilton’s 2027 Trends Report is based on a global survey of more than 14,000 travellers across 14 countries. It is created in partnership with Morning Consult.

The report found five key trends. Most significant for spa and wellness operators is ‘Wellness, Rewired: The New Balance of Wellbeing.’

The report states that travellers are increasingly blending the digital and the analogue to enhance wellbeing and support restoration.

• Nearly two-thirds (65 per cent) of travellers actively seek experiences that calm their body and reset their nervous system
• Travellers are increasingly seeking wellness experiences that foster a sense of place and deeper connection to destinations
• Three quarters (76 per cent) say travel enables them to recharge mentally and physically in ways they can’t at home.
• Fresh air and the outdoors are essential – 79 per cent say getting back to nature is how they relax while traveling
• More than half (54 per cent) spend more time immersed in nature while traveling than they do at home.

The human touch is the ultimate differentiator

Human expertise still makes all the difference when it comes to what travellers trust.

In an era of AI-powered travel planning, the human touch is becoming the ultimate differentiator.

Travellers place significant trust in hotel staff, with 70 per cent trusting them as a travel planning resource.

“As traveller expectations continue to evolve, it’s our phygital innovations, the seamless blending of physical environments and human touch with digital products, that will help guests make the most of their travel experience,” says Nassetta.

The rise of ‘good-ish’

The report highlights that travellers are letting go of the pressure to live up to someone else’s idea of the perfect trip.

More than half (54 per cent) report feeling some sort of pressure to have the perfect trip, but increasingly there’s a trend towards embracing ‘good-ish’ as enough.

Going solo-ish is also trending as, for many, solo travel now no longer means being completely alone. Nearly a third (31 per cent) have travelled solo to meet up with friends or family at their destination

This reflects a broader shift toward blending independence with connection.

Travel that changes you

Travel is increasingly viewed as a catalyst for personal growth and more than just a break from everyday life.

Three in four travellers (76 per cent) agree that having a trip on the calendar gives them a purpose to work toward.

42 per cent say that travel is a pathway to personal growth and has helped them discover new interests or passions

Gen Z travellers are more likely than Baby Boomers to want to return home with a new hobby or interest they can continue to pursue.

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