According to Hilton’s recent annual 2025 Trends Report, travelers are preparing to make the most of their vacations in ways we’ve never seen before.
The increasing popularity of adventure tourism alongside trips taken with colleagues are set to be among the most significant travel trends in 2025.
Travelers have plenty to anticipate in 2025.
Per Hilton’s 2025 Trends Report published earlier this week, the hotel brand shared their leading travel forecasts and designated 2025 as ‘the year of the travel maximizer.’
The report, which gathered insights from 13,000 travelers in 13 different countries, also featured the opinions of over 4,100 Hilton employees and travel specialists. It revealed that while 2024 became known for the increasing popularity of sleep retreats, termed as ‘the year of the great recharge,’ the focus for travelers in 2025 will shift towards “high-impact experiences.” These travelers are expected to prioritize getting the most out of their vacation time and budget.
“For me, getting the most out of travel in 2025 means engaging in experiences that help travelers fully utilize their time and financial resources, as well as everything each locale and its culture presents,” said Leonard Gooz, Global Brand Leader at Hilton Hotels & Resorts, in an interview with Forbes. “While each traveler’s requirements and choices are different, Hilton understands that modern travelers desire a wide variety of experiences – from enjoying sleep-centric spa therapies to discovering local gems or engaging in exhilarating activities.”
One major revelation from the report indicated that 70% of travelers prefer to remain active during their journeys, with 20% of leisure travelers intending to embark on outdoor adventures. Furthermore, an impressive 76% of respondents expressed a desire for a ‘variety of experiences’ on their upcoming trips.
<p“The range of trends captured in our latest Trends Report highlights the shifting ways in which travelers aim to optimize their time while traveling,” Gooz commented. “In 2025, it's not about selecting one preference over another, but rather achieving a balance that ensures every moment is cherished.”
“For me, maximizing travel in 2025 involves diving into experiences that enable travelers to fully utilize their time, financial resources, and immerse themselves in the unique essence of each destination and its culture.”
It appears that sleep retreats are here to stay. A noteworthy insight from the report revealed that one in five travelers intends to engage in a trend known as “hurkle-durkle” during their vacations. This Scottish term translates to “lounging in bed all day.” In addition to enjoying some genuine rest and relaxation through ‘hurkle durkling,’ over a quarter of travelers expressed their intent to book spa or wellness treatments to enhance their sleep and maximize their relaxation during their next trip.
“Our 2025 Trends Report uncovered several significant findings; for example, we found that half of the global population—and two-thirds of Americans—experience better sleep in hotels,” explains Gooz. “This highlights the growing trend of sleep tourism, which has gained traction over the past year.”
Nobu Hotel Marbella in Malaga, Spain, serves as the ideal destination to both accelerate and decelerate your pace of life.
According to Hilton’s trends report for 2025, the hotel chain discovered that over half of parents planning trips intend to take ‘nostalgia trips’ to revisit their childhood destinations. Additionally, around 25% of leisure travelers are inclined to pursue ‘slow travel,’ opting to discover new cultures and locations in a more immersive way over an extended timeframe.
Earlier this summer, Hilton revealed a collaboration with Small Luxury Hotels (SLH), which has expanded their portfolio by nearly 400 boutique hotels. This partnership marks a significant step in Hilton’s growing presence within the boutique luxury hotel market, bolstered by recent acquisitions such as Graduate Hotels and NoMad hotels.
The company is also placing significant emphasis on outdoor adventures. Earlier this year, Hilton teamed up with luxury glamping and Airstream company AutoCamp. These locations, which can now be booked via Hilton.com, feature sought-after camping spots across popular destinations, from Cape Cod and Yosemite to Zion National Park and Joshua Tree.
Additional trends that Hilton anticipates include an increase in sober-curious trips, ‘soft travels’ focusing on self-discovery, and a growing interest in sports and food-centered experiences.
“With over 8,000 hotels globally, Hilton aims to accommodate every type of traveler and various travel occasions. We are continuously exploring new ways to adapt and innovate to satisfy the needs of contemporary travelers,” Gooz stated. “Our ultimate objective is to ensure that travelers maximize their experience during their stay, no matter their location or travel preferences.”
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