Hilton's New Trends Report Deems 2026 The Year of the ‘Whycation’

Hilton’s 2026 Trends Report reveals travelers are choosing trips that begin with purpose, not just place.

The survey of 14,000 travelers across 14 countries, Hilton team and Hilton Honors members showed that travelers will embrace the rise of the “whycation” – travel driven by emotional motivations. The question is no longer “Where are we going?” but rather “Why are we going?”

Key trend highlights include:

Hushpitality: Seeking Sweet Silence

• Travel as Escape: Travelers look for destinations that dial down life’s distractions. Nearly half seek solo time, adding extra days before or after family vacations while 54 percent say they would take a business trip for a break from family or a partner.
• Alone Together: 27 percent of business travelers seek solo time during work trips, 30 percent opting for a private late-night meal or snack after group events and 19 percent choosing sleep over socialization.
• Silence Streamlined: Nearly 73 percent value digital check-in.

 

Home Comforts: The New 'Carry On'

Travelers are grounding their journeys in familiarity.

• Familiar Flavors: Nearly 80 percent find comfort in familiar food items, 48 percent cook their own meals while away and 77 percent enjoy “grocery store tourism,” browsing food aisles while abroad.
• Creature Comforts: 64 percent of pet owners prioritize their pet’s needs over their own when booking a trip.
• Room to Grow: 72 percent expressed a desire to take time off to explore a personal passion or hobby and 60 percent reported they’d entirely disconnect to travel for months or years.

 

Generation Permutations: The Expanded, Playful Family Vacation

Children are helping shape family vacation while travelers of all ages are letting spontaneity, wonder and shared experiences guide the journey.

• Young Voices: Big Influence: 75 percent of global travelers traveling with children or grandchildren activity encourage kids to help plan the family vacation while 78 percent say children inspire them to try new things.
• Skip-Gen on the Rise: Nearly 30 percent traveling with children embrace skip-gen trips – sending kids off with just the grandparents – while 50 percent of parents with multiple children take trips with one child at a time to create special moments and bonding.  
• Playtime Unplugged: 84 percent will seek out play together as a family opportunity, with more than half of parents and grandparents initiating periods of “no screen time” during vacation.

 

Inheritourism: Travel Runs in the Family

As children grow up, many continue traveling with their parents.

• Passed-Down Preferences: Two-thirds say hotel choices were shaped by their parents, 58 percent reporting the same about loyalty programs, and 73 percent stating their overall travel style was influenced by their family.
• Still on the Family Plan: More than half of families travel with at least one adult child – and in most cases, parents pick up the tab. Just 11 percent of adult children globally cover the full cost of their trip.
• Travel as Legacy: Close to 70 percent of families seek experiences connecting to local traditions, and 58 percent are planning trips to learn about family roots.

The U.S. Road Trip Returns

The lead-up to the U.S.’s 250th anniversary in 2026 is predicted to reignite the American road trip.

• Hospitality in Motion: 61 percent won’t drive more than five hours without stopping for a hotel stay. Ninety percent say a comfortable bed is the most important amenity, and 83 percent report free breakfast is a must-have.
• The Splash Break: 63 percent say access to a hotel pool is a must-have.

 

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