Hilton Forecasts Emerging Trends of Travelers in 2025

If 2024 was the year of the Great Recharge that travel fueled so many memorable and important cultural conversations, 2025 is predicted to be the year of the Travel Maximizer, according to a report which was released from Hilton that forecasts what are some of the interesting trends to expect from travelers — as well as the travel industry itself — in 2025.

Hilton Forecasts Emerging Trends of Travelers in 2025

The complete global trends report from the multinational lodging company — 2025 Trends Report: The Vacation Maximized — was just released earlier this morning, Monday, September 30, 2024; and it does not just cover the Hilton Honors frequent guest loyalty program. The Trends Report covers insights about how travelers are looking to pair their desire to relax and recharge with high-impact adventures and experiences to get the most out of their time and financial investment. Rising trends that are highlighted in the report and are acting as catalysts to innovation in the year ahead include Go Getaways, Hurkle-Durkling, Frolleagues, and MeMooners.

“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. Travelers don’t just want to choose their own adventure — they want to maximize every moment of their time away”, according to Christopher Nassetta — who is the current chief executive officer of Hilton — in the aforementioned report. “This new data reveals a fascinating dichotomy and growing focus on experiences that will keep us on our toes, constantly evolving to meet the needs of tomorrow’s traveler.”

New Vacation Trends Include Re-Shaping the Stay.

The new vacation trends that are expected to occur in 2025 include:

Go Getaways: The Rise of Adventure Tourism — In 2025, more travelers will trek towards thrilling, unique adventures — driving their desire to take one-of-a-kind vacations.

• 69 percent — or almost seven out of ten — global travelers enjoy being active when they travel.
• 76 percent of respondents look for accommodations that offer a variety of experiences throughout their stay.
• 27 percent of travelers often travel via tours or shared interest groups.
• 28 percent of travelers plan to seek unique experiences in 2025; and 20 percent will aim for outdoor adventures.

• Hurkle-Durkling: Approximately one in five global travelers enjoys Hurkle-Durkling, which is the Scottish phrase for intentionally lounging all day in bed while on traveling. Whether their preferred crash pad of choice is a guest room with black-out blinds or a beachside chair, these travelers are dedicated to the ultimate relaxation. 30 percent of younger travelers  — or Zillennials — love Hurkle-Durkling even more than Generation X and Baby Boomers at eleven percent.
• Sleep Divorce: 63 percent of travelers admit to sleeping better when sleeping alone. In fact, 37 percent of travelers prefer to sleep in a separate bed from their partner when traveling; and approximately three out of four people who travel with children believe that sleeping apart from their kids while traveling is best.
• Wellness Rooms: 70 percent of luxury travelers choose hotel and resort properties with sleep-centric amenities — including Wellness Rooms, which are expected to grow in popularity amongst travelers.
• Spas for Sleep: Greater than one in fourtravelers will book a spa or wellness treatment to enhance their sleep while on vacation.
• App Naps: Hilton predicts that travelers will increasingly rely on technology to aid in tracking and adapting their sleep cycles while away. Expect more power naps to fuel the day.

• 58 percent of global travelers revisit childhood travel destinations when vacationing with their children — with 49 percent returning to the same place year after year.
• Sports travel has surged in recent years, as loyalty for teams and athletes are grounded in traditions. With the affinity to college football and other sports, guests are likely to book reservations at Graduate by Hilton hotel properties as one of many examples.
• Almost 25 percent of global travelers plans to prioritize live entertainment in their 2025 leisure budgets. Throwback celebrity reunions and star-powered events are drawing in fans across borders.
• Comfort foods help when the appetite for a taste of the past; and nostalgic tastes are taking this concept to the next level. Chefs around the world are now creating menu items that sandwich together comfort and nostalgia, resulting in delicious dishes and sharable social media content. Even waffles at Hampton by Hilton hotel properties and recognizable brands of cold cereal for breakfast are contributing to this trend.

Slow Travel: A Growing Desire to Travel Like a Local — Slow Travel is the immersion of oneself into a destination for an extended period of time as a local to fully experience the culture; and this trend is gaining popularity as life accelerates. With Slow Travel increasing, more travelers are exploring secondary cities and destinations instead of the overcrowded tourist hot spots. Driven by a desire to build connections with others and their surroundings during their stay, Slow Travel encourages a leisurely approach, and many are elevating their exploration of this trend:

• 74 percent of travelers want recommendations from locals when traveling.
• 73 percent of global travelers often seek out authentic, local experiences when traveling with children.
• 65 percent of parents often prioritize learning about their culture or family background through their travels with their children.
• 62 percent of travelers consider communications about the sustainability programming of a hotel or resort property to be important; and 73 percent agree that minimizing their environmental impact while traveling is important as consumers are also craving immersive experiences with a conscience.

Rising Traveler Types Innovating the Stay.

The types of travelers that are rising and innovating the stay for 2025 include Gen Alpha, MeMooners, Frolleagues, and Foodies.

Gen Alpha: Next Generation of Travelers — Gen Alpha is comprised of children who are 14 years of age and younger — and they are growing up faster and more hyperconnected than ever. This curious, future-focused, and tech-savvy group is influencing the travel decisions of their Millennial and Gen Z parents — from destinations to dining and activities.

• 70 percent of global respondents who travel with their children choose the vacation destination based on the needs of their children and their interests. As one example, a separate room for a parent and a child at bedtime is a travel game changer. Since the introduction of in 2021, this booking technology has been a hit with parents. From August 2023 to August 2024, travelers confirmed 1.4 million connecting rooms with Confirmed Connecting Rooms by Hilton — which was introduced in June of 2021 — with the booking of reservations having increasing year-over-year by almost six percent.
• 63 percent of parents always — or often — let their children choose where they dine while traveling. Balanced menus for kids are key in catering to the advanced palate of Gen Alpha and their love for global flavors. Expect more options on menus for kids — such as the ability to choose pizza or sashimi.
• 56 percent of families will choose hotel ad resort properties based on the club or youth programming of their kids.
• 54 percent of parents carve out “adult time” during family getaways — of which resort properties and all-inclusive stays are ideal for balancing family fun and personal relaxation.

MeMooners: Table for One, Please — MeMooners are solo leisure travelers; and they will shake up the world built for pairs and challenge the travel industry in 2025 to recognize their spending power and influence.

• 47 percent of global respondents often travel by themselves — whereas 55 percent of Gen Z travelers and 51 percent of Millennial travelers are more likely to often travel on their own.
• 39 percent of solo travelers say flexible seating options in restaurants and bars would improve their travel experience.
• The experiences of nearly two in five solo travelers would be improved by personalized tasting menus or smaller portion sizes. Hilton teams work to ensure that diners have a full and satisfying dining experience, as food and beverage teams are trained to identify and cater to the needs of solo travelers.
• 44 percent of MeMooners appreciate suggested activities or events where they can meet other solo travelers.
• 43 percent prioritize friendly members of the team at hotel and resort properties
• 41 percent prioritize amenities that are focused on safety.
• 64 percent of solo travelers consider a good book to be their favorite travel partner.
• 25 precent of MeMooners travel with their furry friends.

Frolleagues: Coworkers, but Better — Frolleagues are friends who are also colleagues. With the rise of remote work, Hilton has seen a surge in the booking of group reservations worldwide, which signals an increase in the number of smaller meetings, off-site team gatherings, and incentive travel in 2024 — which is only anticipated to strengthen in 2025. One in four business travelers expects team building to be their reason for hitting the road next year.

• 29 percent of global travelers often travel with Frolleagues on leisure trips. With business and group travel on the rise, that number is expected to increase in 2025.
• For the 25% of global respondents who plan to travel more in 2025 for “bleisure” — which combines business and leisure trips — extending their days on the road with Frolleagues can be both convenient and fun.
• According to Hilton, the top global corporate business travel destinations in 2024 were the District of Columbia, Atlanta, Chicago, Beijing, Singapore, Bengaluru, London, Dubai, Rio De Janeiro, and Bogota.

Foodies: Will Travel for Food — For foodies, the local cuisine is not just part of the travel experience — it is the main event. From budgeting to restaurant recommendations, food drives their travel plans.

• After accommodations, dining experiences are the next highest travel budget priority in 2025.
• 50 percent of global travelers book reservations at restaurants before booking their flights.
• Nearly one in five will travel for leisure specifically to seek out new restaurants or culinary experiences.
• 60 percent of luxury travelers prioritize staying at hotel and resort properties with great restaurants.
• With more travelers focused on food, Hilton predicts that foodies will propel the following food and beverage trends forward in 2025:
  • Retail food and beverage options are having a moment, with increased demand for health-focused snacking and to-go options while on the road. According to Circana 2024 data, 54 percent of Americans consider snacks to be an important part of their daily eating plan, with 25 percent preferring vegetarian or vegan options — which is a significant increase since 2019.
  • Nearly one in four team member respondents expect health-conscious menu items to increase in popularity in 2025.
  • The Sober Curious movement — which began in the 2010s — created a conversation around drinking habits and holistic Wellness that is still influencing change. In just the past year, 1 in 4 global travelers have reduced or stopped their alcohol consumption. China (33%), Mexico (32%) and Australia (29%) are leading the trend. Today — as an evolution of Sober Curiosity — more and more drink enthusiasts are promoting Tempo Drinking, which is the mindful practice of regulating the pace and volume of drinking alcohol. As more beverage programs — such as Spirited and Free-Spirited options of Tempo by Hilton — are served up to travelers, the stronger this movement will become.
  • Cocktail garnishes will begin to finally get the respect they deserve in 2025. Mixologists are driving this trend and answering the growing demand bytreating garnishes an essential, artful, ingredient instead of an add-on. Gone are the days of the lonely lemon or lime wedge on the side of the glass. Cocktails garnishes will become an important part of the creative development of the craft cocktails, which will result in delighting drink enthusiasts around the world.
• Luxury travelers will continue to shape the industry in 2025, influencing trends across the board while maintaining their distinct preferences. Overall, Luxury travelers say their main reasons for traveling are to meet new people and to disconnect from digital devices. According to a McKinsey study, eighty percent of luxury leisure market is comprised of people who are younger than 60 years of age; while spending on travel peaks between the ages of 40 and 60; and younger travelers show an increasing willingness and ability to spend at luxury levels.
• Luxury demand by the numbers:
  • The luxury portfolio of Hilton surpassed 500 properties worldwide in 2024.
  • Hilton welcomes greater than two million luxury guests every year.
  • The Waldorf Astoria Hotels & Resorts brand is expanding to highly coveted locations in response to increased demand — including London, Costa Rica, Hanoi, Kuala Lumpur, Jakarta, Sydney, Osaka, Riyadh, Tokyo, Tangier, and New York.
  • Hilton Honors top luxury hotels for point redemption in the last year through June 2024 include:
    • Conrad Tokyo
    • Grand Wailea, A Waldorf Astoria Resort
    • Waldorf Astoria Las Vegas
    • Conrad New York Downtown
    • Waldorf Astoria Los Cabos Pedregal
    • Conrad Osaka
    • Waldorf Astoria Monarch Beach
    • ROKU KYOTO, LXR Hotels & Resorts

Trending Travel Topics Defining the Stay.

Trending travel topics which define the stay for 2025 include vacationing versus traveling, points versus money, and high technology travel meets digital detoxification.

Vacationing versus Traveling — Are we vacationing or are we traveling? To minimize personal stressors and frustrations that can come with trips, many travel experts are starting to urge families, friends, and couples to ask this important question early in the planning process. Is there a difference? Absolutely, and it can make or break a trip. Vacationing is about relaxing and recharging. The pace is slow, and activities are spontaneous.

• 78 percent of global travelers aim to be spontaneous on vacation.
• 60 percent enjoy lounging at the pool or the beach all day.
• 71 percent want to feel pampered when on vacation.
• Greater than 50 percent prefer to not leave the hotel for the entire vacation. Traveling focuses on experiencing different cultures, meeting interesting people, and exploring new environments. The pace is fast, with a full itinerary.
• Three out of four travelers suffer from fear of missing out or FOMO — not wanting to miss out on anything while traveling.
• 67 percent of travelers like to have a daily agenda for their trip. Whether vacationing or traveling, holiday makers are looking to feel that vacation release from the moment they leave their house, gravitating towards the technologies, brands, and experiences that can create a more seamless and enjoyable trip. From airport lounge access to VIP transfers and room upgrades, travelers are looking to take that extra step to avoid stress and friction at every point of the trip.

Points versus Money: Budgeting for 2025 Travel — With viral trends like “Travel Girl Math” in 2024, people are clearly prioritizing travel more than ever — and, in some cases, over personal finance…

…but that does not need to be the case.

• 32 percent of travelers have already booked a trip for 2025.
• Three out of four travelers create a budget for their trip, with 67 percent prioritizing their vacation budget over other savings.
• 55 percent do not want to think about how much money they spend while traveling.
• Regardless, 82 percent of travelers wish they could afford more vacations. Travel membership programs such as Hilton Honors give travelers a currency to earn and spend and travel more.
  • One new member enrolls in the Hilton Honors membership program every 1.06 seconds; and approximately 200 million people are members of Hilton Honors.
  • Members can also utilize a flexible Points & Money slider to adjust their booking payments, combining Points and cash for a seamless travel experience.
  • For every five consecutive nights booked, members will receive the fifth night free, enhancing the value of their stay.

Hi-Tech Travel Meets Digital Detox — Technology can be either the hero or the villain in your travel adventures. Road warriors and travel experts know that technology know-how combined with personal awareness can maximize your time and your enjoyment on the road — for business or pleasure. Most travelers are looking for a frictionless travel experience — from booking to billing.

• 78 percent of travelers want the option to book their trips entirely online, looking for personalized options.
• With the introduction of Hilton for Business in 2024, nearly 20,000 traveling employees of Small-and Medium-sized Businesses (SMB) can book online through a new, easy-to-use travel management system and earn Hilton Honors points for themselves and their companies. To-date, Hilton for Business customers and their businesses have earned millions of points through the program.
• 63 percent want to use a digital room key.Hilton’s Digital Key and Digital Check-in allow Hilton Honors members to choose and go straight to their room without stopping at the front desk. From January to August 2024, nearly 14.3 million Digital Keys were downloaded, and greater than 870,000 Digital Keys were shared with travel companions. Each year, Digital Keys also save approximately 100 tons of plastic.
• 77 percent want to use personal portable electronic devices seamlessly while traveling. In 2024, the Background Elevator Unlock feature for Digital Key expanded to approximately 1,000 hotel and resort properties, creating a more seamless experience for guests not wanting to fumble for their plastic key.

In the internal Hilton survey, 33 percent of team members globally observed an increase in guest demand for in-room technology.

• “Streaming TV” is one of the top 10 filters on Hilton.com that converts searches to stays. Hilton’s Connected Room Experience allows guests to control in-room technology using the Hilton Honors mobile software application program on their portable electronic devices — including personalizing their preferences for popular streaming mobile software application programs such as Netflix, YouTube, and Tubi. Over the past year, demand for this technology has significantly increased and availability has surpassed 1,700 hotel and resort properties.

While tech enables a smooth travel experience, many use vacations as a chance to take a break — whether for an hour, a day, or a week — from their devices. With rest and relaxation remaining the number one reason people travel for leisure, many are considering how technology plays into this goal:

• 20 percent of global travelers do not pay attention to the news on vacation — more now than they have in the past.
• 24 percent of global travelers admit they power down and turn off social media more than they used to during vacation.
• Nearly one in four travelers limit time on digital devices more than they used to while on vacation.
• Nearly one in four global respondents avoid answering telephone calls, texts, or e-mail messages from work when on vacation more than they have in the past. However — while disconnecting is often key — video remains king. 27 percent of travelers admit to taking more videos than they used to while on vacation.

Final Boarding Call

I personally have always attempted to maximize my travel in every aspect — but what that means to me may very well be different from what that means to you.

You can read articles about past trends that were predicted by Hilton here at The Gate With Brian Cohen — including:

• Hilton Forecasts Emerging Trends of Travelers in 2023
• Hilton Forecasts Emerging Trends of Travelers in 2022

All photographs ©2024 by Brian Cohen.