MCLEAN, Va. — Hilton’s 2025 Trends Report highlights a shift in traveler behavior, as leisure tourists aim to blend relaxation with high-impact adventures.
The report, based on extensive global research, forecasts 2025 as the ‘Year of the Travel Maximizer,’ with travelers seeking to optimize their time away by balancing restorative experiences with active pursuits.
Chris Nassetta, Hilton’s president and CEO, said, “Travelers don’t just want to choose their own adventure – they want to maximize every moment of their time away.”
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This insight comes from a survey of 13,000 travelers across 13 countries, feedback from over 4,100 Hilton staff members, and interviews with numerous travel experts.
Key findings include a growing interest in both “Go Getaways” for adventure-seekers and “Hurkle-Durkling,” a Scottish term for lounging in bed, as travelers look for unique ways to recharge.
Additionally, 58% of parents are revisiting childhood destinations, while 24% of travelers are embracing digital detoxes during vacations. Other notable trends include the rise of pet-friendly trips and increased travel with “frolleagues,” or friends who are also colleagues.
As part of Hilton’s commitment to meeting these evolving preferences, the company is expanding its offerings, including a partnership with Small Luxury Hotels of the World and AutoCamp. These initiatives align with the desires of modern travelers, ensuring memorable experiences tailored to every journey.
For more details, visit stories.hilton.com/2025trends.
Source: Hilton’s Annual Trends Report: 2025 Forecasted as the ‘Year of the Travel Maximizer’
