Hilton 2027 Trends Report: Travelers Choose Balance Over Perfection

Key points

• The report is based on a survey of over 14,000 travelers in 14 countries, conducted by Morning Consult between May 18 and June 1, 2026.
• 38% of Colombian travelers feel pressure to have the perfect trip, and 21% try to accommodate the group and keep others happy.
• 35% of Colombian travelers have traveled solo to meet up with friends or family at their destination; more than half of Motto by Hilton's worldwide reservations over the past year were for solo guests.
• 70% of travelers trust hotel staff as a travel planning resource; 58% of Colombian travelers are more likely to trust recommendations from someone with loyalty status.
• 76% of Colombian travelers agree that having a trip on the calendar gives them a purpose to work toward; 42% of global travelers say travel helped them discover new interests.
• 73% of Colombian travelers actively seek experiences that calm the body and reset the nervous system; 81% say travel enables them to recharge.
• 67% of global travelers like to plan travel that lets them experience a lot in a short time; 63% prefer to stay somewhere central with plenty to do nearby.
• The definition of a short trip varies by region: 36% of Colombian travelers consider fewer than 3-4 days a short trip, Japan 86% and Brazil 49% say fewer than 2 days, while Saudi Arabia 29% and Germany 26% say it can stretch 5-6 days or longer.