This morning, Hilton unveiled its 2026 Global Trends report following a panel discussion at IMEX last night.
Titled “The Whycation: Travel’s New Starting Point,” the report, based on a survey of more than 20,000 adult travelers and Hilton Honors members in 14 countries around the globe, found that “why” and not “where” is the foundation of their travel decision-making and planning process.
Purpose, not place, is the critical factor as they prioritize “calm, comfort, control and connection,” in considering and selecting destinations, modes of travel, venues, and activities.
Respondents’ number one motivation to travel for leisure in 2026 is “to rest and recharge” (56%). Top desires include spending time in nature (37%), improving mental health (36%) and spoiling themselves with “me time” (20%).
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Silence is golden. More than one in four travelers (26%) plan to travel alone in 2026. Two is a crowd for another 28%, who indicated that when traveling in a group, they plan to seek moments apart for themselves, whether that means dining alone at a hotel restaurant, enjoying a cocktail for one at the lobby bar or taking a stroll in the local neighborhood.
People have not given up on fun and games. Nearly 20% of the respondents globally names sports and entertainment as the “why” behind their travel plans in 2026.
Sentiments around work-life balance and “me-time” are dramatically shifting. Sixty percent of global travelers indicated that they would take an extended break from work to travel for months or even years, if they could. Nearly half (44%) said that would go as far as leaving a job if denied a vacation, while 72% want time off to explore a personal passion, skill, or hobby.
While business travelers still appreciate forging and strengthening relationships on the road, the survey found that personal time is a growing priority.
More than a quarter (27%) of respondents actively seek alone time during work trips. Nineteen percent would rather rest than socialize with colleagues; 17% work out in their rooms to avoid colleagues in the gym; 30% eat alone at the hotel after group events. Not all go solo though: 29% chose to explore destinations with colleagues outside of official planned activities, making shared experiences an interesting trend to follow.
Hilton is using the trend data and shifts in demand to reshape and evolve its meetings and event offerings. These include the power of authenticity and incorporation of wellness into group programs, and ease of doing business.
“Our smaller customers especially want a more frictionless booking experience, and improved user experience for their attendees,” said Gerilyn Horan, vice president, group sales and strategic accounts during the panel discussion. “They want to be able to book smaller meetings online with real-time inventory and pricing and no RFP on their own. Accordingly, we are investing significantly in that space with a relaunched product on events.hilton.com that allows planners to book 10-25 rooms in seconds. Customers love it.”
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Hilton is also reducing friction with a multi-year, multi-property product that allows group customers to book 2-3 years out or a series of meetings under one contract.
Recognizing that “demand for in-person meetings has come flying back,” Frank Passanante, senior vice president, global head of sales and Hilton reservations and customer care, offered his prediction for 2026.
“Customers are demanding more efficiency,” he said. “Whether we are introducing new direct online planning, sourcing, or booking tools, we will see meaningful innovation in how customers can self-serve for simpler meetings and events while still relying on trusted advisors across our teams to deliver more complex solutions.”
Relationships remain a critical factor.
“As travelers seek more meaning from their journeys, trust and familiarity have never been more important,” stated Chris Nassetta, president and chief executive officer, Hilton, in a release. “This year’s report shows that 74% of travelers value booking with brands they know and trust, a clear signal that comfort and consistency are essential in today’s travel landscape.”
As Cvent noted in an April 2025 blog, “personalization shapes how we experience brands…but many organizations are struggling to get it right.”
By meeting customers in this more intentionally-minded, purpose-driven environment “where they are,” Hilton, which prides itself on “listening loudly,” is leveraging the trend toward more personal, emotionally-based to reach and stay connected with customers on a deeper, richer personal level than ever before.
