Hilton’s 2027 Report Finds Travelers Rethinking the Perfect Vacation
A survey of nearly 15,000 travelers finds interest in shorter getaways, outdoor wellness, and experiences that spark new passions.
Grand Wailea, a Waldorf Astoria Resort. Photo: Courtesy of Hilton
Travelers want more room to shape vacations around their own interests, whether that means learning a skill, spending time outdoors, or fitting a restorative getaway into a busy calendar, according to Hilton’s newly released 2027 Trends Report.
Titled The Great Rebalance: How Travelers Are Expecting to Reset and Recalibrate in 2027, the report draws on a Morning Consult survey of 14,744 adults across 14 countries who expect to travel within the next year. Its five themes explore changing attitudes toward vacation planning, trusted recommendations, personal growth, wellness and shorter trips.
“We’re seeing that travelers are less interested in someone else’s definition of perfection and more focused on planning travel on their own terms,” said Chris Nassetta, Hilton’s president and chief executive officer.
That shift comes amid considerable pressure to get vacations right: 54% of respondents report feeling some pressure to have the perfect trip, while 24% try to accommodate a group and keep others happy. Hilton calls the response “The Rise of ‘Ish,’” describing travelers who are becoming more comfortable with flexible plans and mixing independent time with shared experiences. Nearly one-third, or 31%, have traveled solo to meet friends or family at their destination, and 20% have booked a group excursion or day trip during an otherwise solo journey.
Trusted recommendations remain influential as digital planning tools gain traction. Seventy percent of respondents trust hotel staff as a travel planning resource, compared with 63% who trust artificial intelligence tools when making travel decisions. Loyalty status also carries weight: Half say they are more likely to trust recommendations from someone with travel loyalty status than someone without it.
Personal growth is another priority: 42 percent say they discovered new interests or passions while traveling, and Gen Z respondents are nearly twice as likely as Baby Boomers to return with a hobby or interest they can keep pursuing at home. Even the anticipation has value: 76% agree that having a trip on the calendar gives them a purpose to work toward.
Hilton points to Grand Wailea, a Waldorf Astoria Resort, as one example of this approach. Its Kilohana Cultural Resource Center offers Hawaiian history and traditions through ukulele lessons, cultural tours, and craft classes.
Wellness demand extends well beyond the treatment room. Nearly eight in 10 respondents, or 79%, say fresh air and the outdoors are essential to relaxing while traveling, while 76% say travel helps them recharge mentally and physically in ways they cannot easily achieve at home. Sixty-one percent are more likely to try water-based wellness experiences, such as cold plunges or restorative pools, while away.
Shorter getaways are also gaining appeal. Globally, 24% plan to take more short trips in 2027. Two-thirds like itineraries that let them experience a lot in limited time, and 63% prefer a central place to stay with plenty nearby.
The survey, conducted May 18–June 1, 2026, covers travelers broadly rather than a dedicated luxury segment.
