Hilton Report Highlights Five Travel Trends Expected to Shape 2027

Hilton has released its 2027 Trends Report, identifying five travel patterns that the hotel company expects to influence how people plan and experience their holidays in the coming year. The report, titled The Great Rebalance: How Travelers Are Expecting to Reset and Recalibrate in 2027, is based on a global survey of more than 14,000 travellers across 14 countries.

According to the report, travellers are increasingly looking for trips that provide flexibility, personal growth and meaningful experiences rather than trying to achieve an idealised version of a holiday.

One trend, described as “The Rise of ‘Ish’,” reflects a move away from the pressure to plan a perfect trip. Hilton found that 54% of surveyed travellers felt some pressure to have a perfect holiday, while some travellers are also combining independent travel with meeting friends or relatives at their destination.

The second trend, the “Travel Trust Equation,” highlights the continuing role of human expertise at a time when travellers have access to AI-powered planning tools. The report suggests that trusted advice and personal interaction remain relevant when people make travel decisions.

Other trends identified by Hilton include “Growth Getaways,” involving travel connected with personal development; “Wellness, Rewired,” which focuses on changing approaches to health and wellbeing during travel; and “The Micro-Travel Mindset,” reflecting interest in shorter and more flexible trips.

The findings suggest that travellers are becoming more selective about how they use their time away from home. Instead of viewing travel simply as a conventional holiday, many are seeking experiences that fit their individual circumstances and provide lasting value.

For hotel operators, these changing preferences may influence the way properties design guest experiences, wellness offerings, flexible stays and personalised services. Hilton also points to the growing role of technology combined with human interaction in responding to evolving guest expectations.

29-09-2026