Hilton's 2025 Report: Maximizing Travel for Adventurous Souls
Hilton's Annual Trends Report Highlights for 2025
MCLEAN, Va.--2024 has been regarded as the Year of the Great Recharge, marked by the rise of sleep retreats, the popularity of mindful drinking, and the explosion of wellness-themed accommodations. As we transition into 2025, Hilton's annual Trends Report reveals a promising outlook, showing that travelers are eager to combine relaxation with thrilling adventures.
Focus on Experiences in 2025
According to Chris Nassetta, president and chief executive officer of Hilton, the 2025 Trends Report highlights a significant shift in traveler preferences. It uncovers a desire to tackle both relaxation and adventure head-on. Nassetta states, "Today’s travelers are not just selecting their adventures; they're maximizing every moment spent away from home. This new data uncovers an evolving dichotomy—where travelers seek enriching experiences that keep them engaged and fulfilled.".
Insights from Extensive Research
The findings of this report are backed by comprehensive global research that involved the participation of over 13,000 travelers spanning 13 countries. Feedback was also gathered from more than 4,100 Hilton team members and insights were gleaned from in-depth interviews with numerous Hilton travel experts. The insights highlight several emerging trends:
Adventure-Seeking Getaways on the Rise
Among the most notable trends is the rise of adventure-seeking getaways. Approximately 70% of global travelers have expressed a preference for active engagements during their travels. An exciting statistic shows that one in five leisure travelers intends to prioritize outdoor activities in 2025, with many Mexican travelers eager to allocate their budgets towards such adventures.
Balancing Nostalgia with Slow Travel
Another intriguing trend is the blend of “time travel” and “slow travel.” Nearly 58% of parents traveling with children plan to revisit destinations from their own childhood, evoking a sense of nostalgia. In contrast, 25% of leisure travelers are looking to immerse themselves in different cultures for prolonged periods, reflecting the growing appeal of slow, purposeful travel.
Tackling Technology Trends in Travel
Amid evolving travel preferences, a balance between technology use and digital detoxing has emerged. About 63% of travelers appreciate the convenience of digital room keys that allow for seamless access to their rooms without front desk interaction. Meanwhile, around 24% of global travelers are increasingly disconnecting from social media while on vacation.
New Dynamics in Travel Companionship
The dynamics of companionship during travel have also evolved. With around 25% of solo travelers, dubbed MeMooners, often traveling with pets rather than fellow humans, it’s a trend that highlights the growing acceptance of pet-friendly accommodations. Furthermore, 30% of global travelers now frequently venture onto leisure trips alongside colleagues, blurring the lines between work and personal travel.
Family-Centered Travel Trends
Generational travel is likewise making headlines. A compelling 70% of respondents with children choose destinations based on their children's preferences, while a significant number admit to carving personal time during family getaways to rejuvenate.
Culinary and Beverage Trends
Food continues to play a major role in travel experiences. Nearly 20% of travelers are driven to explore new culinary delights during their trips, while half of them take the extra step to secure restaurant reservations before traveling. The trend of mindful drinking is also reshaping travel, with a quarter of travelers reporting a reduction or complete cessation of alcohol consumption.
Hilton's Commitment to Traveler Needs
Hilton is committed to refining its offerings to meet global travel demands by expanding its portfolio through notable partnerships. This includes nearly 400 new boutique properties as part of the esteemed Small Luxury Hotels of the World collection and an exclusive collaboration with AutoCamp, a leading outdoor hospitality service. These efforts highlight Hilton's resolve in crafting unique and memorable travel experiences for all types of travelers.
Frequently Asked Questions
What are the key findings from Hilton's 2025 Trends Report?
The report highlights travelers’ desires to maximize their experiences blending relaxation with adventure, leveraging insights from global surveys.
How many travelers participated in the report's research?
Over 13,000 travelers from 13 countries provided their insights, alongside feedback from Hilton team members and travel experts.
What travel trends are gaining popularity?
Prominent trends include adventure-seeking getaways, slow travel, high-tech amenities, and a growing emphasis on culinary experiences and mindful drinking.
What does Hilton offer to meet these travel trends?
Hilton is expanding its portfolio with boutique properties and investing in unique partnerships to enhance the quality and variety of guest experiences.
How does the Trend Report influence Hilton's strategy?
The insights gained from the Trends Report will serve as guidance for Hilton’s continued innovation and adaptation to changing traveler preferences.
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