MCLEAN, Virginia—Though 2024 was dubbed the “12 months of the Nice Recharge,” the place sleep retreats made headlines, conscious consuming rose in recognition and wellness-themed guestrooms took off. Because the post-pandemic leisure journey growth normalizes, vacationers surveyed in Hilton’s annual Tendencies Report need to pair their want to calm down and recharge with high-impact adventures and experiences to maximise their time and monetary funding.
“Our 2025 Tendencies Report uncovers what has been simmering for years—the intersection of labor and play; of leisure and journey; of being alone however collectively. Vacationers don’t simply wish to select their very own journey—they wish to maximize each second of their time away,” stated Chris Nassetta, president and CEO, Hilton. “This new knowledge reveals an interesting dichotomy and rising deal with experiences that may maintain us on our toes, consistently evolving to fulfill the wants of tomorrow’s traveler.”
Report findings have been uncovered after international analysis, involving 13,000 vacationers throughout 13 nations, suggestions from over 4,100 Hilton crew members, and interviews with dozens of Hilton journey consultants. Development highlights embrace:
Journey-Looking for “Go Getaways” Tackle Restorative Sleep Retreats and “Hurkle-Durkling”
- Go Getaways: Seven in 10 international vacationers get pleasure from being energetic once they journey, with one in 5 leisure vacationers planning out of doors adventures in 2025.
- Sleep Retreats and Hurkle-Durkling: One in 5 international vacationers bask in Hurkle-Durkling, the Scottish phrase for “lounging in mattress all day” whereas on trip, and greater than 1 / 4 of vacationers will guide a spa or wellness remedy to boost their sleep.
“Time Journey” and “Sluggish Journey” Speed up
- Time Journey: 58 p.c of worldwide vacationers who journey with their children revisit locations from their very own childhood, embracing nostalgia.
- Sluggish Journey: One in 4 leisure vacationers is planning to discover the world and completely different cultures in 2025, leaning into the Sluggish Journey development—the act of touring and immersing your self right into a vacation spot for an prolonged time as an area to totally expertise the tradition.
“Excessive-Tech Journey” Meets “Digital Detox”
- Excessive-Tech Journey: 63 p.c of vacationers place significance on having the choice of a digital room key, permitting them to go straight to their room with out stopping on the entrance desk.
- Digital Detox: 24% p.c of worldwide vacationers admit to disconnecting from social media greater than they used to throughout holidays.
Fido and Frolleagues Take the Stage
- Pet-Pleasant: 25 p.c of MeMooners, or solo vacationers, usually journey for leisure with their pets—extra usually than the common leisure traveler (19 p.c).
- Frolleagues: Immediately, practically 30 p.c of worldwide vacationers usually journey with Frolleagues, pals who’re additionally colleagues, on their leisure adventures.
Gen Alpha and MeMooner Vacationers Surge
- The Gen Alpha Impact: 70 p.c of worldwide respondents with youngsters select trip locations based mostly on their children’ preferences.
- MeMooners Rising: 64 p.c of solo vacationers take into account a very good guide their favourite journey accomplice.
Foodie Exploration and Tempo Consuming
- Will Journey for Meals: Practically one in 5 of worldwide leisure vacationers search out new eating places or culinary experiences, with 50 p.c of vacationers reserving restaurant reservations earlier than their flights.
- Sober Curiosity Evolution: In simply the previous 12 months, one in 4 international vacationers has both lowered or stopped their consumption of alcohol, reflecting the rising Tempo Consuming development, or the conscious apply of moderating the tempo and quantity of consuming alcohol.
From Internal Discovery to Outward Cheering
- Smooth Journey: Multiple in 5 vacationers plan to getaway for self-discovery or psychological well being when touring for leisure, leaning into “Smooth Journey,” or journey that encourages simplicity or spontaneity.
- Surge in Sports activities: From 2019 to 2024, Hilton Worldwide Sport Gross sales income tripled in quantity—80 p.c of which is pushed by youth or newbie sports activities.
