Hilton’s 2026 Travel Trends Report Highlights ‘Whycations’

In 2026, the travel industry is expected to undergo a significant shift, as travelers increasingly prioritize purpose-driven itineraries over traditional destination-focused trips. Hilton’s 2026 Trends Report reveals that the concept of “whycations” is gaining traction, with travelers emphasizing comfort, control, and connection in their journeys.

Understanding ‘Whycations’

The term “whycation” encapsulates a new travel philosophy where the primary question is not “Where are we going?” but “Why are we going?” This shift is driven by emotional motivations such as the desire for rest, reconnection, and meaningful experiences. According to Hilton’s report, based on a survey of 14,000 travelers across 14 countries, 2026 marks a transition from the “more is more” travel approach to more intentional experiences.

Key Trends in 2026

Hilton’s report, supported by a survey of 14,000 travelers across 14 countries, highlights several emerging trends:

Hushpitality – Travelers are seeking destinations that offer tranquility and moments of silence. This trend reflects a desire for calm and relaxation, with many travelers adding extra days to their trips for solo time or taking business trips as a break from family life.

Home Comforts – Familiarity is becoming a cornerstone of travel, with many travelers bringing elements of home with them, such as favorite streaming shows or pets. The report indicates that 80% of travelers find comfort in familiar menu items, and 48% cook their own meals while traveling.

Generation Permutations – Family vacations are evolving, with children playing a pivotal role in planning trips. Multi-generational trips and “skip-gen” getaways, where grandparents travel with grandchildren, are becoming more popular.

Inheritourism – Family influences continue to shape travel preferences, with many travelers’ hotel choices and loyalty programs being influenced by their parents. This trend highlights the significant role of family in shaping travel habits across generations.

The American Road Trip Revival

In the United States, the upcoming 250th anniversary in 2026 is anticipated to reignite interest in road trips. Travelers are expected to return to iconic highways, with a focus on the journey itself. Hilton’s report notes that 61% of travelers prefer not to drive more than five hours without a hotel stop, emphasizing the importance of comfort during road trips.

Read The Whycation: Travel’s New Starting Point Report.