Hilton Report Predicts 2025 as Year of the Travel Maximizer

01.10.2024 - 20:45 / travelpulse.com / North America / Chris Nassetta / Noreen Kompanik

While 2024 represented the ‘Year of the Great Recharge’ as sleep retreats made headlines, Hilton’s annual Trends Report indicates that travelers are looking to pair their desire to relax and recharge with high-impact adventures and experiences to maximize their time and financial investment. 

Extensive global research for the study involved 13,000 travelers across 13 countries, feedback from over 4,100 Hilton team members and interviews with dozens of Hilton travel experts.

Chris Nassetta, president and chief executive officer, Hilton, 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 of their time away.

He added, “This new data reveals a fascinating dichotomy and growing focus on experiences that will keep us on our toes, constantly evolving to meet the needs of tomorrow’s traveler.”

Trend highlights include:

With Go Getaways, 7 in 10 global travelers enjoy being active when they travel, with 1 in 5 leisure travelers planning outdoor adventures in 2025.

Sleep Retreats & Hurkle-Durkling indicates 1 in 5 global travelers will indulge in the Scottish phrase of “lounging in bed all day” while on vacation. And more than a quarter of travelers will book a spa or wellness treatment to enhance their sleep.

Embracing nostalgia, The Time Travel trend shows that 58 percent of global travelers who travel with their kids revisit destinations from their own childhood.

With Slow Travel, 1 in 4 leisure travelers are planning to explore the world and different cultures in 2025, by traveling and immersing themselves into a destination for an extended time as a local to fully experience the culture. 

The High-Tech Travel trend indicates that 63 percent of travelers place importance on having the option of a digital room key, allowing them to go straight to their room without stopping at the front desk.

With Digital Detox, 24 percent of global travelers admit to disconnecting from social media more than they used to on vacations.

Regarding pet lovers, 25 percent of ‘MeMooners’, or solo travelers, often travel for leisure with their pets – more often than the average leisure traveler (19 percent).

In addition, almost 30 percent of global travelers vacation with ‘Frolleagues,’ friends who are also colleagues, on their leisure adventures.

Regarding the Gen Alpha Effect, 70 percent of global respondents with children choose vacation destinations based on their kids’ preferences.

MeMooners Rising trend indicates 64 percent of solo travelers consider a good book their favorite travel partner.

Nearly 1 in 5 of global