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 during their trips, seeking time for themselves away from the hustle and bustle. Nearly half (48%) of those surveyed said they would add extra travel days before or after family vacations, while 54% would take a business trip as a way to escape from family life.
Around 27% of business travellers are focusing on solo time during work trips, with 19% choosing sleep over socialising and 30% opting for a late-night meal or snack after group events. This trend reflects a growing need for personal space and relaxation, even during professional travel.
Planning Through Your Kids’ Eyes
In recent years, the role of children in family travel planning has significantly evolved. Whereas parents used to choose destinations based on their own preferences, the younger generation is now actively involved in deciding where the family will go. 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.
Additionally, skip-gen travel is becoming more common, with nearly 30% of travellers saying they would send their kids off with just their grandparents. Families are also striving to be more present during their trips, with 58% of parents stating they would initiate periods of no screen time while away.
Inheritourism: The Influence of Family and Heritage
The trips people take as children often leave 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.
Moreover, many people are letting their heritage guide their travel decisions. A significant 52% of those surveyed said they are planning trips to learn about their family roots. This trend highlights the deep connection between personal history and modern travel choices.
The Return of the US Road Trip
With Route 66 celebrating its centenary this year, it’s no surprise that US road trips are experiencing a resurgence. 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 reflects a renewed interest in exploring the country’s iconic landscapes and historic routes, combining adventure with the comfort of well-placed accommodations. Whether it’s a weekend getaway or a cross-country journey, the American road trip continues to capture the imagination of modern travellers.
