Hilton’s latest trends report for 2025 predicts a rise in “Travel Maximizers,” with travelers eager to mix relaxation and adventure. The global research, surveying 13,000 travelers from 13 nations, indicates a significant shift toward integrating high-impact adventures into travel plans.
Hilton President and CEO Chris Nassetta said in a statement: “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 from their time away.”
Key insights from the report:
Adventure and relaxation balance
The report highlights a significant interest in both adventure and restorative experiences. Approximately 70% of global travelers prefer active trips, with 20% planning outdoor adventures in 2025. Simultaneously, “Hurkle-Durkling,” or leisurely lounging in bed, is embraced by 20% of travelers, showcasing a dual interest in relaxation and adventure.
Nostalgia and cultural immersion
Notable trends include a rise in “Time Travel,” where 58% of parents revisit childhood destinations with their kids, and “Slow Travel,” favored by 25% of travelers who wish to immerse themselves in local cultures over extended periods.
High-tech amenities vs. digital detox
Travelers are increasingly looking for modern conveniences while also desiring digital breaks. A notable 63% prioritize having digital room keys for a seamless check-in experience. Meanwhile, 24% report disconnecting from social media more during vacations, indicating a trend toward mindful digital consumption.
Group dynamics: Pets and colleagues
The report also identifies unique group travel dynamics, with 25% of solo travelers (termed “MeMooners”) often vacationing with pets, outpacing the general leisure traveler population. Additionally, nearly 30% of travelers enjoy trips with “Frolleagues,” friends who are also coworkers.
Gen Alpha influence and culinary adventures
The preferences of the younger generation significantly impact travel choices, with 70% of respondents selecting destinations based on children’s interests. Culinary exploration is on the rise, as nearly 20% of travelers actively seek new dining experiences, often booking reservations prior to departure.
Mental health and sports travel
“Soft Travel,” aimed at self-discovery and mental wellness, attracts over 20% of travelers seeking simplicity. Sports-related travel is also expanding, with Hilton’s sports sales revenue tripling since 2019, largely fueled by youth and amateur events.
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