Hilton predicts 2023 traveller trends – enhanced wellness and frictionless travel

By Wendy Golledge


By Wendy Golledge

05 December 2022

Global hotelier Hilton has revealed its 2023 trends report, entitled The 2023 Traveler: Emerging Trends that are Innovating the Travel Experience.

The report outlines key consumer shifts that are set to shape the travel, hospitality and spa industries in the coming 12 months.

Showcasing the latest consumer expectations following a year when travellers showed up in record numbers, the report reveals focus on frictionless travel, more engaging experiences, a sense of caring and, crucially for spas, enhanced wellness offerings.

Embedded wellness experiences

Based on a global survey of more than 7,000 travellers across the world plus analysis of current travel trends, The 2023 Traveler suggests guests are looking for a balance of technological and human innovations, deeper connections and care, and embedded wellness experiences.

A himilayan salt room
The Himalayan salt room at the Waldorf Astoria in Washington DC

Conducted by Material, a global strategy, insights, design, and technology partner, the research uncovered four trends for travel in the coming year.

1. Deeper, more engaging, human experiences and connections

In 2023, travel will be about creating deeper connections with family and friends.

More than a third (40%) of surveyed respondents want personalised access to unique experiences or activities, such as spa treatments, or classes.

Guests will want to better connect with the local cultures and communities in which they are visiting, with immersive journeys whether that be in the spa or the restaurant.

“As we move further into our new normal, one thing is clear – people are shifting their spending to focus on experiences. We are seeing a trend of traditional milestones celebrated at untraditional times to make up for the experiences and connections lost during the pandemic,” says Danny Hughes, executive vice-president and president, Americas, Hilton.

2. Travel as an essential part of the wellness routine


Overall wellness remains a priority for travellers as half (50%) of respondents said they will be seeking travel experiences in 2023 that align with their wellness goals and address mind, body and spirit. For about 1 in 2 (47%) travellers, physical wellness and accessibility to fitness amenities is a priority, and for others mindfulness, emotional wellbeing and sleep are a focus.


Addressing mental health on the road will also be prioritised by 35% of global survey respondents. Guests will be looking for authentic experiences that address their holistic wellness needs – 41% of travellers, globally, will be looking for healthier options to eat and drink and 32% will prioritise locally sourced meals.


“Wellness has long been important to guests, and we know the pandemic accelerated customers’ expectations for brands to meet them where they are in their own personal wellness journeys,” says Lara Hernandez, senior vice-president, global brand, planning and innovation, Hilton. “This cultural shift now serves as an underlying catalyst for us to increase our focus on wellness at Hilton, from the partnerships we choose to the on-property experiences offered across our brands.”

3. Travellers want to be taken care of

Hilton anticipates travellers will have a renewed appreciation for being really cared for in 2023, with 86% of survey respondents indicating they want more personalisation and another 25% saying they want travel and hospitality companies to accommodate their personal needs more.

The report suggests guests are hunting for thoughtfully designed hotels and spas, and environments that can flex to their differing needs.

A Temazcal treatment in the Innan Spa at the Hilton Playa del Carmen resort

4. Frictionless travel innovations


Lastly the research found that more than half (56%) of travellers will prioritise solutions that make travel easier in 2023. Nearly 9 in 10 (86%) survey respondents will look for at least one thing to be personalised, and 26% of respondents anticipate technologies will be important to them.


Guests are looking for human connections, experiences and solutions that make them feel truly cared for, but also the most logical solutions to their problems — they want to adopt digital efficiencies to expedite transactional activities but also crave personalised interactions for situations that call for a human perspective and action, such as spa.

Be informed...

Find out more about wellness at Hilton below


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Read about the top wellness trends The Global Wellness Summit predicts will shape 2023


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