The analysis captures a steady shift: travel is less and less perceived as a “change of place” and more and more as a way to recover, and emotionally reset. People plan trips not around the itinerary, but around the state they want to achieve.
“As travelers look for more meaning in travel, confidence and a sense of familiarity are more important than ever,” said Hilton President and CEO Chris Nasetta. He said it’s that sense of confidence and predictability that increasingly influences brand and lodging choices.
This is confirmed by the figures. Thus, 74% of respondents said that they prefer to book trips through familiar and reliable brands. For the market, this is a signal: comfort and trust are becoming a basic expectation rather than an additional advantage.
The structure of travel itself is also changing. Nearly half of respondents (48%) are willing to extend family vacations a few days before or after the main vacation to leave time for a personal reboot without schedules or commitments.
Demand for “quiet vacations” but with amenities
Separately, the trend for “quiet vacations” stands out. More than half of survey participants say they need privacy, tranquility and the opportunity to be alone with themselves. At the same time, 54% admitted that they are ready to go on a business trip if it gives them a chance to take a break from the family routine.
Even business travel changes the nature of the trip. For example, 27% of business travelers prioritize personal time over work activities, 19% prefer sleep over socializing, and 30% choose a late dinner or a light snack after business meetings.
Comfort is becoming a basic standard. Some 61% of respondents are not prepared to spend more than five hours behind the wheel without stopping at a hotel. And 90% say a comfortable bed is the top priority after the road. This is more important than entertainment, location or additional services.
Overall, the report captures a simple trend: traveling is less and less about the traffic and more and more about the condition. And it is this, according to Hilton, that is becoming the new currency of the travel market.
Read more – in the report on trends for 2026 (source in English)
