Hilton recently released its 2025 Trends Report: The Vacation Maximized, covering travel trends to watch in the coming year.
Hilton surveyed 13,000 adults from 13 countries, with plans to travel in the next 12 months; collected feedback from over 4,100 Hilton team members; and conducted interviews with Hilton travel experts. According to the report, travelers in 2025 will be looking to pair their desire to relax and recharge with high-impact adventures and experiences to maximize time and financial investment.
“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,” said Chris Nassetta, president and chief executive officer, Hilton. “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.”
Trends include adventure seeking, slow travel, nostalgic travel, high tech meets digital detox, and solo travel (which Hilton calls “memooning”).
Some insights from the study:
- 7 in 10 global travelers enjoy being active when traveling, with 1 in 5 leisure travelers planning outdoor adventures in 2025.
- 1 in 5 global travelers indulge in “hurkle-durkling,” the Scottish phrase for “lounging in bed all day” while on vacation.
- More than a quarter of travelers will book a spa or wellness treatment to enhance their sleep.
- 58% of global travelers who travel with their kids revisit destinations from their own childhood, embracing nostalgia.
- 1 in 4 leisure travelers are planning to explore the world and different cultures in 2025, leaning into the Slow Travel trend: “the act of traveling and immersing yourself into a destination for an extended time as a local to fully experience the culture.”
- 63% 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.
- 24% of global travelers disconnect from social media more than they used to during vacations.
- 70% of travelers with children choose vacation destinations based on their children’s preferences.
- 64% of solo travelers consider a good book their favorite travel partner.
- Nearly 1 in 5 of global leisure travelers seek out new restaurants or culinary experiences, with 50% of travelers booking restaurant reservations before their flights.
We spoke with Amanda Al Masri, Hilton’s Global Vice President of Wellness, about these predictions and how Hilton is accommodating solo travelers and those seeking better sleep and digital balance. Here’s what she had to say:
Which of the trends mentioned in the report are you most interested in or excited about?
Hilton’s 2025 Trends Report unveils the rising travel trends predicted to ignite conversation and innovation while reshaping the travel experience in 2025. From my perspective, one of the most interesting areas we explored was the evolution of sleep tourism. For instance, we found that over half the world – and 2/3 of Americans – admitted to sleeping better in hotels. Additionally, 2 in 5 travelers choose hotels where they think they can achieve a better night’s sleep. This data underscores the importance of sleep in the guest wellness experience, and at Hilton, we are continuously evaluating the entire ecosystem – the different touch points and experiences that the guest has on-property – that impact rest. These findings highlight new opportunities for us to innovate across our global portfolio and further enhance guests’ stays.
Can you talk about the trends specific to wellness and how hotels and spas can prepare and adapt?
As sleep tourism has changed, even over the past year, we’ve been listening loudly to what that means to different types of travelers. For example, our report revealed that 1 in 5 global travelers enjoys Hurkle-Durkling, or intentionally lounging all day in bed, while on vacation, and younger travelers (30% of Zillennials) embrace this trend even more enthusiastically than Gen X and Baby Boomers (11%). We also found that more than 1 in 4 travelers will book a spa or wellness treatment to enhance their sleep while on vacation. These are distinct areas of the sleep tourism conversation that we’ve taken note of, especially as Hilton properties around the world are well-positioned to meet the needs of these relaxation-focused travelers.
To cater to these growing trends, hotels can first focus on delivering dependable basics like high-quality mattresses. While all Hilton brands offer unique and exclusive bedding, Canopy by Hilton offers a gel memory foam mattress and Serta Cool Balance® technology, with the brand’s signature canopy frame. Motto by Hilton has equipped its rooms with top-notch mattresses, sound-absorbing surroundings and smart technology available through the Hilton Honors app. Once the basics are addressed, hotels can introduce special spa packages for sleep-seeking travelers. Hilton properties across the global portfolio have done this, including Conrad Chia Laguna Sardinia, which offers a holistic anti-stress program combining yoga therapy with meditation, aimed at delivering guests a better night’s rest. Similarly, Arizona Biltmore, LXR Hotels & Resorts offers signature services targeted at winding down and delivering the best night’s rest possible, including the 50-minute Celestial Circadian Ritual featuring a warm magnesium scrub and essential oil application on acupuncture points targeting relaxation and restful sleep.
How does Hilton balance high tech with the desire for digital detox?
At Hilton, we recognize that today’s travelers want the best of both worlds – efficient technology and the ability to unplug when needed. We provide technology that enhances the guest experience without overwhelming it. For example, we found that 63% of travelers want to use a digital room key. Our Digital Key and Digital Check-In allow Hilton Honors members to bypass the front desk and go straight to their room, offering a more seamless experience. At the same time, we’ve designed spaces that encourage guests to disconnect, such as the Wellness Rooms at Grand Wailea, A Waldorf Astoria Resort. With 70% of luxury travelers choosing hotels with sleep-centric amenities, the Wellness Rooms feature offerings such as a Technogym Movement Kit, Therabody recovery tools, including JetBoots, Theragun and SmartGoggles, an air purifier, blackout curtains, a Loftie smart alarm clock and access to Kilolani Spa’s extensive thermal areas. This balance allows guests to engage with technology on their terms, whether looking for efficiency or moments of mindfulness.
The concept of ‘MeMooners’ is highlighted in the report. How is Hilton catering to solo travelers seeking personalized experiences?
With 50% of global respondents often traveling alone, solo travel has become a driving force in the industry, and Hilton is committed to offering ‘Me-Mooners’ experiences that support their journey of self-care and exploration. From mindful dining to tailored spa treatments, we want to ensure that solo travelers feel seen, valued and cared for. For example, our research shows that solo travelers value flexibility and personalization, and many of our properties offer tasting menus and smaller portion sizes to create a more satisfying dining experience. For those looking for deeper relaxation, our spas provide individualized treatments that cater to their wellness goals. No matter where solo guests are on their journey, our goal is to create an environment that allows guests to relax, recharge and fully focus on themselves.
Can you talk about sleep tourism and programs you have that are helping travelers get better sleep?
After the challenges of the last few years, we’ve seen a heightened desire from travelers to relax while on the road. Personal wellness matters more than ever, and we know from our research and from hearing directly from guests, that there is an increased focus on getting a good night’s sleep when away from home. As demonstrated by the increased popularity of sleep tourism, travelers are taking that extra step to seek out unique experiences, amenities and environments that help them achieve their sleep goals, with some even planning entire trips around relaxation.
We know all guests across all brands, globally, are looking for and expect a good night’s sleep when arriving at our hotels. While there are sleep touchpoints present in every stay, Hilton’s commitment to enhancing the guest sleep experience is also exemplified through specialized offerings across our brands and properties. For example, we announced a partnership with sleep science expert Dr. Rebecca Robbins earlier this year to infuse evidence-based research and scientific insights into sleep program design at Hilton. This includes new programming, such as the introduction of Sleep Retreats at Grand Wailea, A Waldorf Astoria Resort in Maui, Hawaii. The multi-day retreat led guests through a series of tailored activities, discussions, strategies and meditations, designed to help promote the best night’s sleep.
Additionally, our report found that nearly two-thirds (63%) of travelers admit to sleeping better when sleeping alone. In fact, 37% of travelers prefer to sleep in a separate bed from their partner when traveling, and most of those traveling with children (3 in 4) think it’s best to sleep apart from their kids while traveling. Hilton’s Confirmed Connecting Rooms allow guests to easily book and instantly confirm adjoining rooms, providing the perfect solution for families or couples who want to stay close while still enjoying the privacy and sleep quality that separate beds and rooms can offer.
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