In 2024, the concept of “The Great Recharge” swept the travel world. Sleep retreats, mindful drinking, and wellness-themed accommodations dominated the scene as people prioritized relaxation in the wake of pandemic-induced stress. But as leisure travel returns to a more normal pace in 2025, new trends are emerging, and travelers are seeking a blend of relaxation and adventure, maximizing both time and investment.
Hilton’s 2025 Trends Report surveyed 13,000 travelers across 13 countries, combining feedback from Hilton’s team and interviews with travel experts. These trends highlight key shifts as the global travel landscape continues to evolve.
Balancing Relaxation with Adventure
According to Hilton’s findings, today’s travelers are no longer content with choosing between relaxation and high-energy experiences. In fact, 7 out of 10 global travelers seek physical activity during their trips, with 20% planning outdoor adventures in 2025. The report also notes an increase in “Hurkle-Durkling”—a Scottish term for lounging in bed all day. Travelers are embracing both ends of the spectrum, indulging in restful moments while seeking once-in-a-lifetime adventures.
Time Travel Meets Slow Travel
Nostalgia is playing a big role in travel decisions, especially for families. More than half (58%) of travelers with children are revisiting destinations from their own childhoods. At the same time, the “Slow Travel” trend is gaining traction, with 25% of leisure travelers planning to immerse themselves in local cultures for extended periods.
Digital Detox vs. High-Tech Travel
Technology continues to shape travel, but many are seeking to disconnect. While 63% of travelers appreciate features like digital room keys, 24% admit they’re disconnecting from social media more during vacations, indicating a rising desire for digital detox.
Pet-Friendly and Frolleagues Travel
The rise of pet-friendly travel has been significant, with 25% of solo travelers, or “MeMooners,” planning to bring their pets along on leisure trips in 2025. Additionally, “Frolleagues” (friends who are also colleagues) are becoming common travel companions, with nearly 30% of global travelers combining work and play by vacationing with coworkers.
Savoring Food and Mindful Drinking
Food continues to be a top reason for travel, with nearly 20% of travelers seeking new culinary experiences. Meanwhile, the trend of “Tempo Drinking” — the mindful consumption of alcohol — is growing. A quarter of travelers have cut back on alcohol in the past year, signaling a shift toward wellness-focused travel.
Discovering Inner Peace and Cheering from the Sidelines
Mental health and self-discovery are increasingly becoming reasons to travel. More than one-fifth of travelers are planning getaways focused on introspection and wellness. On the flip side, the sports tourism market is booming, with Hilton reporting that its sports-related revenue tripled between 2019 and 2024.
As travelers prepare for 2025, Hilton’s extensive global research offers a window into how people’s travel preferences are changing. Whether it’s adventure, relaxation, tech-enhanced convenience, or a digital detox, travelers are shaping their journeys with more intention and mindfulness.
For more detailed insights, the full 2025 Trends Report can be found at stories.hilton.com/2025trends. To plan your next adventure, visit Hilton.com.
