The Evolving Motivations Behind Modern Travel
Modern travellers are increasingly focused on the emotional and personal significance of their journeys rather than just the destinations they visit. According to Hilton’s 2026 Trends Report, which is based on survey data from over 14,000 individuals across Germany, the UK, the US, and Australia, travel is now driven by a desire for rest, meaningful experiences, and a sense of connection.
Chris Nassetta, president and chief executive officer at Hilton, highlighted the growing importance of trust and familiarity in the travel industry. “As travellers seek more meaning from their journeys, trust and familiarity have never been more important,” he said. “This year’s report shows that 74% of travellers value booking with brands they know and trust, a clear signal that comfort and consistency are essential in today’s travel landscape. More than ever, it’s the feeling behind the trip that’s guiding where the journey begins.”
Hushpitality: The Rise of Quiet Travel
Today’s travellers are prioritising peace and quiet, seeking time for themselves amidst the hustle and bustle of life. The report reveals that nearly half (48%) of those surveyed would add extra travel days before or after family vacations, while 54% would take a business trip as a way to escape from family responsibilities.
Around 27% of business travellers are focusing on solo time during work trips, with 19% choosing sleep over socialising and 30% opting for late-night meals or snacks after group events. This trend reflects a growing need for personal space and relaxation, even when on the move.
Planning Through Your Kids’ Eyes
The way families plan their vacations is also changing. In the past, parents often made decisions based on their own preferences, with children simply tagging along. However, today’s younger generation is playing a more active role in shaping family trips. According to the survey, 73% of those who travel with their children or grandchildren expect to encourage the kids to help plan the family vacations.
Skip-gen travel is becoming more common, with nearly 30% of travellers saying they would send their children off with just their grandparents. Families are also making an effort to be more present during their trips, with 58% of parents planning periods of no screen time while away.
Inheritourism: The Influence of Family and Heritage
The trips people take as children can have a lasting impact on their travel choices. Two-thirds of travellers say their hotel selections have been shaped by their parents, and 73% claim their overall travel style has been influenced by their family. Additionally, people are increasingly choosing destinations based on their heritage, with 52% of those surveyed saying they are planning trips to learn about their family roots.
The Return of the US Road Trip
With Route 66 celebrating its centenary this year, it’s no surprise that US road trips are making a comeback. According to Hilton, 61% of travellers won’t drive for more than five hours without stopping for a hotel stay, and 90% say a comfortable bed is the top priority after a long day on the road. This trend highlights a renewed appreciation for the freedom and flexibility that road trips offer, combined with the need for rest and comfort.
