MCLEAN, Virginia—Though 2024 was dubbed the “Yr of the Nice Recharge,” the place sleep retreats made headlines, aware ingesting rose in recognition and wellness-themed guestrooms took off. Because the post-pandemic leisure journey growth normalizes, vacationers surveyed in Hilton’s annual Tendencies Report need to pair their want to loosen up and recharge with high-impact adventures and experiences to maximise their time and monetary funding.
“Our 2025 Tendencies Report uncovers what has been simmering for years—the intersection of labor and play; of leisure and journey; of being alone however collectively. Vacationers don’t simply need to select their very own journey—they need to maximize each second of their time away,” mentioned Chris Nassetta, president and CEO, Hilton. “This new knowledge reveals a captivating dichotomy and rising deal with experiences that may maintain us on our toes, always evolving to fulfill the wants of tomorrow’s traveler.”
Report findings had been uncovered after international analysis, involving 13,000 vacationers throughout 13 international locations, suggestions from over 4,100 Hilton workforce members, and interviews with dozens of Hilton journey consultants. Development highlights embrace:
Journey-Searching for “Go Getaways” Tackle Restorative Sleep Retreats and “Hurkle-Durkling”
- Go Getaways: Seven in 10 international vacationers get pleasure from being energetic after they journey, with one in 5 leisure vacationers planning outside adventures in 2025.
- Sleep Retreats and Hurkle-Durkling: One in 5 international vacationers take pleasure in Hurkle-Durkling, the Scottish phrase for “lounging in mattress all day” whereas on trip, and greater than 1 / 4 of vacationers will e-book a spa or wellness remedy to reinforce their sleep.
“Time Journey” and “Gradual Journey” Speed up
- Time Journey: 58 p.c of world vacationers who journey with their children revisit locations from their very own childhood, embracing nostalgia.
- Gradual Journey: One in 4 leisure vacationers is planning to discover the world and totally different cultures in 2025, leaning into the Gradual Journey development—the act of touring and immersing your self right into a vacation spot for an prolonged time as a neighborhood to completely expertise the tradition.
“Excessive-Tech Journey” Meets “Digital Detox”
- Excessive-Tech Journey: 63 p.c of vacationers place significance on having the choice of a digital room key, permitting them to go straight to their room with out stopping on the entrance desk.
- Digital Detox: 24% p.c of world vacationers admit to disconnecting from social media greater than they used to throughout holidays.
Fido and Frolleagues Take the Stage
- Pet-Pleasant: 25 p.c of MeMooners, or solo vacationers, typically journey for leisure with their pets—extra typically than the common leisure traveler (19 p.c).
- Frolleagues: Immediately, almost 30 p.c of world vacationers typically journey with Frolleagues, associates who’re additionally colleagues, on their leisure adventures.
Gen Alpha and MeMooner Vacationers Surge
- The Gen Alpha Impact: 70 p.c of world respondents with youngsters select trip locations primarily based on their children’ preferences.
- MeMooners Rising: 64 p.c of solo vacationers contemplate a great e-book their favourite journey associate.
Foodie Exploration and Tempo Ingesting
- Will Journey for Meals: Practically one in 5 of world leisure vacationers search out new eating places or culinary experiences, with 50 p.c of vacationers reserving restaurant reservations earlier than their flights.
- Sober Curiosity Evolution: In simply the previous 12 months, one in 4 international vacationers has both lowered or stopped their consumption of alcohol, reflecting the rising Tempo Ingesting development, or the aware observe of moderating the tempo and quantity of ingesting alcohol.
From Internal Discovery to Outward Cheering
- Gentle Journey: Multiple in 5 vacationers plan to getaway for self-discovery or psychological well being when touring for leisure, leaning into “Gentle Journey,” or journey that encourages simplicity or spontaneity.
- Surge in Sports activities: From 2019 to 2024, Hilton Worldwide Sport Gross sales income tripled in quantity—80 p.c of which is pushed by youth or newbie sports activities.
