Hilton’s 2027 report flags demand for flexible trips and trusted advice

Hilton expects travellers to prioritise flexibility, personal development and wellbeing over idealised holidays in 2027, according to a trends report released on 29 September 2026 in a São Paulo-datelined announcement. Its research with Morning Consult across 14 countries identifies changing expectations around travel planning, hotel experiences and shorter breaks.

For hotel operators, the findings underline the importance of staff expertise and experiences connected to the destination. The survey found that 70% of travellers consider hospitality professionals a trustworthy source of travel-planning advice, while 79% regard fresh air and contact with nature as essential to relaxing while away.

Hilton grouped its findings into five themes: reduced pressure to achieve a perfect trip, trust in travel advice, personal growth, changing approaches to wellbeing and shorter journeys. The company supported the survey findings with examples of booking behaviour, loyalty activity and guest experiences across its brands.

Hotel expertise and loyalty status shape trust

Despite the use of artificial intelligence in travel planning, Hilton said human expertise remains an important distinction. Beyond confidence in hotel staff, 50% of respondents said they place more trust in recommendations from people with loyalty programme status than from those without it.

The survey also found that 29% feel envious of friends whose loyalty status is higher than their own. Hilton said members have been reaching elite tiers more quickly since changes to Hilton Honors in January 2026, reporting double-digit growth compared with the previous year.

Flexible holidays and shorter stays

The research found that 54% of travellers feel some pressure to have a perfect trip, while 24% try to accommodate group expectations and please others. Hilton interpreted the findings as part of a shift towards holidays shaped by individual preferences rather than external standards.

Travelling alone does not necessarily mean spending the whole trip alone: 31% had taken solo journeys to meet friends or relatives at their destination. At Motto by Hilton, more than half of global bookings during the previous year were made by solo travellers, the company said.

Shorter journeys are another focus, with 67% saying they enjoy planning trips that fit many experiences into a limited period. Meanwhile, 63% prefer centrally located accommodation with plenty of nearby activities, linking the appeal of brief breaks to location and access.

Nature and local learning feature in guest experiences

Wellbeing emerged as a significant motivation: 65% actively seek experiences that calm the body and help reset the nervous system. A further 76% said travel allows them to recharge mentally and physically in ways they find difficult at home, while 54% spend more time in nature when travelling.

Hilton cited Conrad Orlando’s outdoor Water Garden as an example of a wellbeing experience linked to its surroundings. The hydrothermal facility reflects Florida’s climate and landscape, according to the company, which reported a 60% year-on-year increase in the monthly number of outdoor bathing treatments.

Personal development also featured in the results, with 42% saying a trip had helped them discover new interests or passions. Hilton said Generation Z travellers were almost twice as likely as Baby Boomers to want to return with a hobby or interest they could continue pursuing.

At Grand Wailea, a Waldorf Astoria Resort, the Kilohana Cultural Resource Center offers activities exploring Hawaiian history and traditions. These include ukulele lessons, cultural tours and craft workshops.

Hilton outlines its response to changing expectations

The Morning Consult research covered adults aged 18 or over who intended to travel within the next 12 months. Hilton put the overall sample’s margin of error at approximately 1%, compared with an average closer to 3% for individual markets.

Hilton president and chief executive Chris Nassetta said travellers increasingly want trips that fit their own lives and offer benefits lasting beyond their return home. He said Hilton’s innovations combining physical settings, human interaction and digital products would help respond to those expectations while strengthening trust and brand loyalty.