Hilton’s 2027 report highlights trust, wellness and shorter trips

Hilton released its 2027 travel trends report on 29 September, forecasting that travellers will put greater emphasis on flexibility, personal growth and wellbeing rather than pursuing an idealised holiday. Announced in McLean, Virginia, the report draws on research across 14 countries and identifies trust in human expertise and demand for shorter breaks among the forces expected to shape travel.

For hotel operators, the findings highlight the role of staff advice, loyalty programmes, location and destination-based activities in guests’ choices. Hilton supports its survey findings with examples from its properties, including growth in outdoor wellness treatments and participation in cultural activities.

Hotel staff and loyalty status influence trust

Despite the use of artificial intelligence in travel planning, 70% of respondents said they trusted hotel staff as a planning resource. Hilton presents that finding as evidence of the continuing importance of human expertise alongside digital tools.

Loyalty status also affects whose recommendations travellers value: 50% said they were more likely to trust advice from someone with status than someone without it. A further 29% said they envied friends with higher travel loyalty status.

Hilton said members had earned elite status faster since changes to Hilton Honors in January 2026, reporting double-digit growth compared with the previous year. The company linked those changes, intended to make status more attainable and rewarding, to travellers’ increasing interest in elite membership.

Flexible holidays and compact itineraries

The report found that 54% of travellers felt pressure to achieve the perfect holiday, while 24% tried to accommodate their group and keep others happy. Hilton interprets the findings as part of a shift towards trips shaped by individual preferences rather than external expectations.

Travelling independently does not necessarily mean spending the entire trip alone: 31% had travelled solo to meet friends or family at their destination. Separately, Hilton said more than half of Motto by Hilton’s worldwide reservations over the past year were for solo guests.

Time and proximity also feature prominently, with 67% favouring trips that fit numerous experiences into a limited period and 63% preferring a central place to stay with activities nearby. Hilton said travellers were embracing shorter, more frequent breaks that were easier to arrange around everyday commitments.

However, the meaning of a short stay differs by market. In the United States, 88% considered fewer than 3-4 days a short trip, while 86% in Japan and 59% in South Korea defined it as less than 2 days.

Learning and outdoor wellness gain attention

Personal development is another theme: 42% said travel had helped them discover interests or passions, while 76% said having a trip planned gave them something purposeful to work towards. Gen Z travellers were nearly 2 times more likely than Baby Boomers to want to bring home a hobby or interest.

Hilton cited the Kilohana Cultural Resource Center at Grand Wailea, a Waldorf Astoria Resort, as an example of its response. The centre offers Hawaiian history and traditions through activities such as ukulele lessons, tours and crafts, and received more than 6,000 travellers in 2026, according to the company.

For wellness, 65% actively sought experiences that helped calm their bodies and reset their nervous systems, while 79% regarded fresh air and outdoor surroundings as essential to relaxation while travelling. Hilton said monthly outdoor bath treatments at Conrad Orlando’s Water Garden had increased 60% year over year.

Research behind the outlook

Morning Consult conducted the survey for Hilton between May 18-June 1, 2026, gathering responses from 14,744 adults planning travel within the next 12 months. Travel forecasting agency Globetrender also contributed to the report.

Hilton president and chief executive Chris Nassetta said guests increasingly wanted experiences suited to their own lives, with benefits that continued after returning home. He said Hilton’s combination of physical spaces, human service and digital products would help meet those changing expectations while supporting trust and loyalty.