Hilton released its annual consumer survey, highlighting key travel trends for industry insiders. The 2025 Trends Report, based on a survey of 13,000 adults across 13 countries, revealed interesting insights for travel marketers. Sleep tourism is on the rise, with two out of three Americans reporting they sleep better in hotels and 37% preferring to sleep in separate beds from their partners while traveling. Additionally, the trend of “blended travel” is evolving, with almost 30% of travelers vacationing with friends they know professionally.
Another emerging trend is “soft travel,” with 22% of travelers planning trips for self-discovery or mental health, rather than traditional purposes like family vacations or business trips. These trips are often shared on social media and referred to as “soft travel.” Food is also a driving force in travel decisions, with almost 20% of people traveling to seek culinary experiences and half booking restaurant reservations before flights. The report also found that solo travelers feel underserved, with many feeling self-conscious about dining alone and wishing for more inclusive dining options.
Outdoor recreation continues to have enduring appeal, with one in five travelers planning to include outdoor activities or adventures on their next trip. Despite the pandemic causing overcrowding in national parks, interest in outdoor recreation has not waned. Additionally, sustainability is a common talking point among travelers, with nearly three out of four agreeing on the importance of minimizing travel’s environmental impact. As travelers seek unique experiences and prioritize mental well-being, the travel industry should take note of these evolving trends to cater to the needs and preferences of modern travelers.
