What will travellers expect from their journeys in 2027? According to Hilton’s latest travel trends report, the answer lies in a more flexible approach to travel. Based on a survey of 14,744 travellers across 14 countries, the report explores how people are reconsidering their priorities when planning a trip. Rather than feeling the need to organise the perfect holiday, travellers are increasingly looking for experiences that suit their personal preferences, help them recharge and give them something to take home beyond their photographs. Five trends stand out: a more relaxed approach to holiday planning, the continued importance of human advice, travel as a source of personal discovery, a broader understanding of wellness and a growing interest in shorter stays.

Moving Away from the Perfect Holiday

Planning a holiday can come with its own set of expectations. Travellers may feel pressure to make every day count, see all the major attractions or ensure that everyone in their group is satisfied. Hilton’s research found that 54% of respondents feel some pressure to have the perfect trip. In response, a more flexible approach is emerging, one that leaves room for personal preferences and less structured plans. Travel is also becoming more adaptable to different social needs. Almost one-third of respondents said they had travelled alone to meet friends or family at their destination. These findings point to a broader shift towards trips shaped around individual circumstances rather than a fixed idea of what a holiday should look like.

Why Human Advice Still Matters

Digital tools and artificial intelligence are changing how people research and organise their journeys. Yet access to information does not eliminate the need for trusted advice. Hilton’s report found that 70% of travellers trust hotel staff as a resource when planning their trips. Recommendations from people they trust continue to influence decisions, even as technology makes travel information easier to access. The findings also highlight the importance of loyalty: 50% of respondents said they were more likely to trust recommendations from someone with a higher travel loyalty status. For the hospitality industry, this underlines the value of combining digital convenience with personal interaction and reliable guidance.

Travelling to Discover Something New

For many people, a trip is becoming an opportunity to explore interests they might not pursue at home. Hilton found that 76% of travellers feel that having a trip planned gives them something to look forward to and work towards. Meanwhile, 42% said travelling had helped them discover new interests or passions. These experiences can include learning about local traditions, exploring a destination’s culture or trying an activity for the first time. Travel therefore has a role that extends beyond taking a break from everyday routines. The experiences people choose can also influence what they enjoy, learn and continue pursuing after returning home.

A Different Approach to Wellness

Wellness remains an important part of the travel experience, but the ways people seek it are varied. According to Hilton, 65% of travellers actively look for experiences that help them relax and reset, while 76% say travelling allows them to recharge mentally and physically in ways they find difficult to achieve at home. Nature is also central to this search for balance: 79% consider fresh air and outdoor activities essential to relaxation while travelling. These findings reflect an interest in experiences that create space to disconnect from everyday demands and reconnect with one's surroundings. Wellness can therefore take different forms, from spending time outdoors to choosing activities that encourage a stronger connection with the destination.

Making Shorter Trips Count

Time is another factor influencing how people travel. Rather than waiting for an opportunity to take a long holiday, travellers are increasingly considering shorter and more frequent breaks that fit into their schedules. Hilton found that 67% like to plan trips that allow them to experience a lot within a limited period, while 63% prefer accommodation in a central location with plenty to do nearby. The definition of a short trip varies between countries, reflecting different travel habits and expectations. Nevertheless, the findings highlight the importance of making the most of the time available. For travellers, the choice of destination, accommodation and activities can all influence how much they are able to experience during a short stay.

What These Trends Tell Us About Luxury Travel

Hilton’s 2027 report points towards a more individual approach to travel. Flexibility, trusted recommendations, personal discovery, wellness and shorter stays each reflect different ways travellers are deciding what matters to them. Rather than following a single model, people are looking for journeys that fit their own priorities and circumstances. For the luxury travel industry, these findings provide insight into changing traveller expectations. The report does not suggest that every traveller wants the same experience; instead, it highlights the diversity of needs shaping how trips are planned and enjoyed.

Source: Hilton, The Great Rebalance: Hilton’s 2027 Trends Report, published September 29, 2026.

© 2026 Hilton