The Great Rebalance: Hilton’s 2027 Trends Report Reveals Why Travelers Are Embracing Good ‘Ish’ Over Perfection :: Hospitality Trends

Hilton’s 2027 Trends Report is backed by extensive global research, including a survey of over 14,000 travelers across 14 countries conducted in partnership with Morning Consult. The report found five key trends: 

The Rise of ‘Ish’: Letting Go of the Perfect Vacation

As travelers let go of the pressure to live up to someone else’s idea of the “perfect” trip, they’re increasingly defining travel on their own terms.  

• Perfect-ish: Travelers often feel pressure to do what they think they should do on vacation, even if it’s not what they want to do. More than half of travelers (54%) report feeling some sort of pressure to have the perfect trip, and 24% try to accommodate a group and keep others happy. 
• Solo-ish: For many travelers, solo travel no longer means being completely alone. Nearly one-third of travelers (31%) have traveled solo to meet up with friends or family at their destination, reflecting a broader shift toward blending independence with connection. The appeal of solo-ish travel is clear: Motto by Hilton found that more than half of the brand’s worldwide reservations over the past year were for solo guests.  

The Travel Trust Equation: Human Expertise Makes the Difference

In an era of AI-powered travel planning, the human touch is becoming the ultimate differentiator.  

• Mother Knows Best: Among travelers who trust their family the most, one in five non-parents say their mother is their most trusted source of travel advice, making them more than twice as likely as parents (8%) to turn to mom for guidance. Beyond family, travelers also place significant trust in hotel staff, with 70% of travelers trusting them as a travel planning resource. 
• Status Envy: Loyalty status isn’t just about perks – it’s increasingly influencing who and what travelers trust. Half (50%) say they are more likely to trust recommendations from someone with loyalty status than someone without it, and nearly one in three (29%) say they are jealous of friends who have travel loyalty status greater than their own. 
• Climbing the Loyalty Ladder: As travelers place greater value on elite status, they’re also becoming more motivated to earn it. Since Hilton Honors evolved to make earning status more achievable and rewarding in January 2026, members have earned elite tier status faster, with double-digit growth compared to the year before.  

Growth Getaways: Travel That Changes You

Travel is becoming more than a break from everyday life, as it is increasingly viewed as a catalyst for personal growth.  

• The Beforeglow: The benefits of travel often begin before the journey itself. Three in four travelers (76%) agree that having a trip on the calendar gives them a purpose to work toward. 
• Skillcations: Travel is increasingly becoming a pathway to personal growth, with 42% saying that travel helped discover new interests or passions. Gen Z travelers are nearly 2 times more likely than Baby Boomers to want to return home with a new hobby or interest they can continue to pursue. As travelers look to connect more deeply with destinations, Hilton properties are creating opportunities to engage with local culture and traditions. For example, at Grand Wailea, a Waldorf Astoria Resort, the Kilohana Cultural Resource Center offers opportunities to learn Hawaiian history, traditions and skills through experiences including ukulele lessons, cultural tours and craft classes. In 2026 alone, more than 6,000 travelers visited the center. 

Wellness, Rewired: The New Balance of Wellbeing

Travelers are increasingly blending the digital and the analog to enhance wellbeing, support restoration and connect more deeply with themselves, their surroundings and others.  

• Reset Mode: Nearly two-thirds (65%) of travelers actively seek experiences that calm the body and reset the nervous system, and 76% say travel enables them to recharge mentally and physically in ways they can’t easily achieve at home. 
• Back to Nature: 79% say fresh air and the outdoors are essential to how they relax while traveling, and more than half (54%) spend more time immersed in nature while traveling than they do at home. 
• Connected to Place: Travelers are increasingly seeking wellness experiences that foster a deeper connection to destinations. At Conrad Orlando, guests can experience Florida’s natural environment through the resort’s outdoor Water Garden, a hydrothermal experience designed to reflect the destination’s unique climate and landscape. Growing demand for the offering highlights this shift, with monthly outdoor bath treatments increasing 60% year over year. 

The Micro-Travel Mindset: Small Trips, Big Impact

Time has become one of the most valuable – and limited – resources shaping how people travel. Rather than waiting for the perfect opportunity to get away, travelers are embracing shorter, more frequent trips that are easier to plan and fit into everyday life.  

• Making More of Less: 67% like to plan travel that allows them to experience a lot in a short amount of time, with 63% preferring to stay somewhere central with plenty to do nearby.   
• Defining the Short Stay: The definition of a short trip varies by region. 88% of U.S. travelers consider a trip of fewer than 3-4 days to be a “short trip,” while Japan (86%) and South Korea (59%) define a short trip as less than 2 days. Saudi Arabia (29%) and Germany (26%) take a broader view, as the most likely of any market surveyed to say a short trip can stretch 5-6 days or longer.  

Across Hilton’s portfolio, these evolving travel behaviors are reflected in stays and experiences designed to meet travelers wherever they are on their journey. From trusted expertise and transformative experiences to restorative wellness and spontaneous getaways, Hilton is helping travelers redefine what makes a trip meaningful. With a diverse portfolio of 28 brands, over 9,400 properties and partnerships with category leading brands including Explora Journeys, AutoCamp, Small Luxury Hotels of the World and more, Hilton empowers travelers to pursue the experiences that matter most to them, no matter the stay experience. 

For more information on the trends shaping travel in 2027, read the full Hilton 2027 Trends Report at stories.hilton.com/2027trends. To start planning your next stay, visit Hilton.com.

These are the findings of a survey conducted by Morning Consult on behalf of Hilton between May 18-June 1, 2026, among a total sample of 14,744 next 12-month travelers (ages 18+) in the United States, Mexico, Brazil, Colombia, United Kingdom, Germany, Türkiye, United Arab Emirates, Saudi Arabia, Australia, China, India, Japan and Korea. Overall, the margin of error is ~1% in total. For an individual market, the margin of error is closer to 3%, on average.

FAQ: The Great Rebalance: Hilton’s 2027 Trends Report

Hilton’s 2027 Trends Report identifies five major trends expected to shape travel in 2027:

• The Rise of ‘Ish’: Travelers are letting go of the perfect trip and defining travel on their own terms. 
• The Travel Trust Equation: AI is changing how travelers plan, but the human touch is the ultimate differentiator. 
• Growth Getaways: Travel is increasingly viewed as a catalyst for personal growth.  
• Wellness, Rewired: Travelers’ approach to wellness has evolved into a blend of digital technologies and analog practices, bringing together nature, technology and human connection. 
• The Micro-Travel Mindset: Shorter, more frequent trips are becoming the new norm. 

Hilton’s 2027 Trends Report is based on a global survey conducted in partnership with Morning Consult of more than 14,000 travelers across 14 countries. 

“The Great Rebalance” highlights the shift from pursuing the “perfect vacation” to embracing a more flexible, “good-ish” approach to travel, prioritizing meaningful experiences, trusted expertise and wellbeing that continue to have an impact long after travelers return home.