Hilton 2027 Trends Report: Travelers Embrace 'Ish' Over Perfection

Hilton released its 2027 Trends Report, "The Great Rebalance," based on a global survey of over 14,000 travelers across 14 countries conducted with Morning Consult. It identifies five trends expected to shape how people plan, book and experience travel in 2027: the rise of 'ish,' the travel trust equation, growth getaways, wellness rewired and the micro-travel mindset. The report says travelers increasingly prioritize flexibility, trusted expertise, personal growth and nature-based wellness.