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As we look ahead to 2026, it’s clear that the meaning behind each journey matters more than ever. People are traveling with purpose, whether that’s to reconnect, recharge, (re)discover or just take a breath. At Hilton, we call this shift the whycation: it’s a global movement rooted in intentionality, where travel begins not with a destination, but with a motivation.
Our 2026 Trends Report reveals that travelers are embracing this mindset in both singular and unexpected ways. Some are pursuing serenity and stillness, while others are looking for familiar home comforts while they are on the road. Families are traveling in new formations, discovering how to play and grow together, while road trippers are rediscovering the joy of intimate, close-to-home adventures with the people (and pets) who matter most. The same business travelers who appreciate the value of in-person connections are admitting that they also want to steal a few minutes of alone time away from the group.
The world continues to change at a rapid pace – there’s no denying that – and that will affect how we plan, where we travel and what is on our bucket list: the rise of artificial intelligence (AI), the latest trending travel destinations, the newest adventures or travel experiences we never dreamed possible. At Hilton, we are embracing these shifts, but more importantly, we continue to listen to travelers to deeply understand their motivations – to help them make the most out of why they decided to stay.
As we look to 2026, we hope this Report sheds light on the human truths and needs that travel delivers on and inspires another year of packed bags, strengthened connections, captured moments and unforgettable memories.
As we look ahead to 2026, it’s clear that the meaning behind each journey matters more than ever. People are traveling with purpose, whether that’s to reconnect, recharge, (re)discover or just take a breath. At Hilton, we call this shift the whycation: it’s a global movement rooted in intentionality, where travel begins not with a destination, but with a motivation.
Our 2026 Trends Report reveals that travelers are embracing this mindset in both singular and unexpected ways. Some are pursuing serenity and stillness, while others are looking for familiar home comforts while they are on the road. Families are traveling in new formations, discovering how to play and grow together, while road trippers are rediscovering the joy of intimate, close-to-home adventures with the people (and pets) who matter most. The same business travelers who appreciate the value of in-person connections are admitting that they also want to steal a few minutes of alone time away from the group.
The world continues to change at a rapid pace – there’s no denying that – and that will affect how we plan, where we travel and what is on our bucket list: the rise of artificial intelligence (AI), the latest trending travel destinations, the newest adventures or travel experiences we never dreamed possible. At Hilton, we are embracing these shifts, but more importantly, we continue to listen to travelers to deeply understand their motivations – to help them make the most out of why they decided to stay.
As we look to 2026, we hope this Report sheds light on the human truths and needs that travel delivers on and inspires another year of packed bags, strengthened connections, captured moments and unforgettable memories.
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