Hilton’s 2027 report points to flexible trips and trusted hotel advice

Hilton published its 2027 travel trends report on 29 September 2026 in McLean, Virginia, forecasting a shift towards more flexible, personally rewarding holidays rather than trips shaped by other people’s expectations. The company’s research identifies human advice, personal development, wellbeing and shorter breaks as priorities influencing how travellers plan and experience their stays.

For hotel operators, the findings highlight the role of staff recommendations, loyalty programmes and property-based experiences in guests’ decisions. According to the survey, 70% of travellers trust hotel staff as a planning resource, while 63% choose centrally located accommodation with plenty to do nearby.

Morning Consult conducted the research for Hilton across 14 countries between 18 May and 1 June 2026, surveying adults planning to travel within the next 12 months. The reported margin of error was approximately 1% overall and around 3% on average for individual markets.

Personal preferences challenge the perfect holiday

Hilton found that 54% of travellers feel some pressure to achieve a perfect trip, while 24% try to fit in with their group and keep others happy. The company interprets its findings as a move towards travel that better accommodates individual preferences.

Solo travel also encompasses trips that combine independence with social contact: 31% of respondents had travelled alone to meet friends or family at their destination. Hilton said more than half of Motto by Hilton’s worldwide bookings over the previous year were for solo guests.

Staff expertise and loyalty influence trust

The report positions human expertise as an important part of travel planning alongside artificial intelligence. Beyond trust in hotel employees, 50% of respondents said they were more likely to trust recommendations from someone with loyalty status than from someone without it.

Status also carries social significance, with 29% saying they envy friends whose travel loyalty status is higher than their own. Hilton linked those findings to changes introduced to Hilton Honors in January 2026, which it said made elite status more accessible and rewarding.

Since those changes, members worldwide have reached elite tiers more quickly, according to Hilton. The company also reported double-digit growth compared with the previous year, without providing a more detailed figure in the release.

Learning and wellbeing shape property experiences

Personal development emerged as another theme, with 42% of travellers saying travel had helped them discover new interests or passions. Meanwhile, 76% said having a trip booked gave them something to work towards.

Hilton cited the Kilohana Cultural Resource Centre at Grand Wailea, a Waldorf Astoria resort, as an example of properties supporting that interest. The centre offers Hawaiian history and cultural activities, including ukulele lessons, cultural tours and craft classes.

Wellbeing findings similarly emphasised experiences connected to a destination: 79% said fresh air and contact with nature were essential to relaxing while travelling. Another 65% actively sought experiences intended to calm the body and reset the nervous system.

At Conrad Orlando, Hilton highlighted an outdoor hydrothermal garden designed around Florida’s climate and landscape. The company said outdoor bathing treatments at the property had increased 60% year on year.

Shorter breaks put time and location in focus

Hilton said travellers were increasingly choosing shorter, more frequent trips that were easier to fit around daily life. Its survey found that 67% liked planning trips that packed a broad range of experiences into a limited time.

Definitions of a short break varied considerably by market. In the United States, 88% considered a trip of less than 3-4 days short, while 86% in Japan and 50% in Mexico used a threshold of less than 2 days.

Hilton president and chief executive Chris Nassetta said travellers increasingly wanted experiences that fitted their lives and delivered lasting meaning. As expectations evolve, he said Hilton would use a combination of physical environments, human service and digital products to improve stays and strengthen trust and loyalty.