Hilton predicts 2025 travel trends

Hilton’s fourth annual trends report – The Vacation Maximised – predicts 2025 will be the year of sleep tourism and slow travel

Global

By Wendy Golledge

02 October 2024

stories.hilton.com/2025trends

Global hotel operator Hilton has released its 2025 travel trends report, following a global survey of 13,001 people across 13 countries.

The report explores the impactful trends, people and conversations shaping travel and driving innovation across the industry.

The Vacation Maximised predicts that the 2025 traveller spirit will be “inspiring”, whether they are looking for thrill-seeking journeys or restorative retreats, travellers are embracing a variety of experiences.

Smiling man in grey suit and purple shirt

“Our 2025 Trends Report uncovers what has been simmering for years – the intersection of work and play, of relaxation and adventure, of being alone but together. This new data reveals a growing focus on experiences that will keep us on our toes, constantly evolving to meet the needs of tomorrow’s traveller.”

Chris Nassetta

President and chief executive officer, Hilton

New travel trends for 2025 – sleep tourism 2.0

In 2024, sleep tourism soared and wellness guest rooms grew in popularity.

With people increasingly seeking time to relax and recharge, two in five travellers already choose hotels where they think they can achieve a better night’s sleep. So what’s next for sleep tourism?

Seventy per cent of luxury travellers already choose hotels with sleep-centric amenities such as wellness rooms, which are expected to grow in popularity.

More than one in four travellers will also book a spa or wellness treatment to enhance their sleep while on holiday.

Hilton also predicts a rise in app naps, with travellers relying on technology to aid in tracking and adapting their sleep cycles while away.

Woman opening sliding doors in an oceanfront villa — A wellness room at Hilton Maldives Amingiri Resort and Spa

Adventure tourism and soft travel

The Hilton report predicts the rise of adventure tourism in 2025, with more travellers seeking thrilling, unique adventures and one-of-a-kind holidays.

Stats show seven in ten global travellers enjoy being active when they travel. In 2025, 28 per cent of travellers plan to seek unique experiences and 20 per cent will aim for outdoor adventures.

Driven by the desire to escape social media expectations, soft travel will encourage simplicity and spontaneity. Hilton’s figures show 22 per cent of travellers plan to getaway for self-discovery or mental health in 2025.

Slow travel

As life accelerates, the report predicts that slow travel, whereby travellers immerse themselves into a destination for an extended time to fully experience the culture, will gather momentum.

This trend is driven by a desire to build connections with others – three quarters of travellers said they would look for recommendations from locals when traveling.

Consumers are also craving immersive experiences with a conscience – 62 per cent considered communications about sustainability programming to be important, and three quarters agreed it’s important to minimise their environmental impact while travelling.

Other travel trends to watch in 2025

In 2025 ‘MeMooners’ (solo leisure travellers) will challenge the industry to recognise their spending power and influence. Forty-four per cent told Hilton’s survey that they want suggested activities where they can meet other solo travellers – an ideal opportunity for wellness destinations.

Twenty-five per cent of global respondents planed to travel more for ‘bleisure’ in 2025 — combining business and leisure trips. Many choose to travel with ‘frolleagues’ – friends who are also colleagues.

Nearly one in four Hilton team members expect health-conscious menu items to increase in popularity in 2025.

Holistic wellness is still influencing change. In just the past year, one in four global travellers have reduced or stopped their alcohol consumption.

Luxury travel will continue to shape the industry. In 2025, the luxury traveller will continue to influence trends across the board.

Hi-tech travel meets digital detox

From booking to billing, most travellers are looking for a frictionless travel experience – 78 per cent want the option to book entirely online, with personalised options.

But while tech enables a smooth travel experience, many use holidays as a chance to take a break from their devices.

A quarter (24 per cent) of global travellers admit they power down and turn off social media during holidays. One in four limit time on digital devices more than they used to.

Read the full Hilton travel trends report 2025 here.

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