Hilton 2027 Trends Report: Travelers Embrace 'Ish' 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.
• 54% of travelers feel pressure to have the perfect trip, and 24% try to accommodate a group and keep others happy.
• 31% 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; 50% are more likely to trust recommendations from someone with loyalty status, and 29% are jealous of friends with higher status.
• 76% agree that having a trip on the calendar gives them a purpose to work toward; 42% say travel helped them discover new interests, and Gen Z travelers are nearly twice as likely as Baby Boomers to return home with a new hobby.
• 65% actively seek experiences that calm the body and reset the nervous system; 79% say fresh air and the outdoors are essential to how they relax.
• 67% 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: 88% of U.S. travelers consider fewer than 3-4 days a short trip, Japan 86% and South Korea 59% say fewer than 2 days, while Saudi Arabia 29% and Germany 26% say it can stretch 5-6 days or longer.