© 2026 HiltonHilton's 2027 Trends Report reveals a shift in travel behaviour. Travellers increasingly prioritise personal growth, flexibility and meaningful experiences over picture-perfect holidays.
Based on a global survey of more than 14,000 travellers, the report identifies five trends set to shape travel in 2027: The Rise of 'Ish', The Travel Trust Equation, Growth Getaways, Wellness, Rewired and The Micro-Travel Mindset.
The findings show that travellers want journeys that enrich their lives beyond the holiday itself. Hilton CEO Chris Nassetta said, "We're seeing that travellers are less interested in someone else's definition of perfection and more focused on planning travel on their own terms."
Five travel trends shaping 2027
1. The Rise of 'Ish'
Travellers are moving away from the pressure to create perfect holidays. The report found that 54% feel compelled to meet other people's expectations when travelling. More travellers now want flexible experiences that suit their own preferences.
2. The Travel Trust Equation
Human expertise remains important in an increasingly digital travel landscape. Some 70% of travellers trust hotel staff as a source of information and recommendations. This highlights the value of personal service and local knowledge.
3. Growth Getaways
Travel is becoming a catalyst for personal development. The report found that 42% of travellers discovered new interests during their trips. More people are seeking experiences that inspire them to learn and explore.
4. Wellness, Rewired
Wellness travel is evolving beyond traditional spa treatments and fitness activities. Some 65% of travellers want to reset their nervous systems. This reflects growing demand for experiences that combine digital and offline activities to support wellbeing.
5. The Micro-Travel Mindset
Shorter and more frequent trips are gaining popularity. According to Hilton, 67% of travellers plan trips that maximise experiences within limited time. This trend reflects demand for flexible travel that fits around busy schedules.
Hilton's global portfolio of brands and properties aims to address these changing preferences. The report highlights how hotels can combine trusted service, flexible experiences and wellness offerings to meet travellers' evolving expectations.
As travel priorities shift in 2027, meaningful experiences and personal fulfilment are becoming just as important as the destination itself.
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