Hilton sees ongoing dichotomy in consumer needs

NATIONAL REPORT – Hilton published its annual Trends Report on Monday, suggesting there’s an ongoing dichotomy in what consumers want today: relaxation and adventure; mixing work and play; great sleep and high-impact adventure; and being together alone.

Findings were based on global research from 13,000 travelers across 13 countries, including Brazil, as well as feedback from more than 4,100 Hilton team members and in-depth interviews with dozens of travel experts.

Trend Report highlights include:

Adventure-seeking “Go Getaways” take on restorative sleep retreats and “Hurkle-Durkling”

Go Getaways: Nearly 7 in 10 global travelers enjoy being active when they travel, with 1 in 5 leisure travelers planning outdoor adventures in 2025. Brazilian leisure travelers list one-of-a kind experiences among the top three reasons to travel.

Sleep retreats and Hurkle-Durkling: 1 in 5 global travelers indulge in Hurkle-Durkling, the Scottish phrase for “lounging in bed all day” while on vacation, and more than a quarter of travelers will book a spa or wellness treatment to enhance their sleep.

“Time Travel” and “Slow Travel” accelerate

Time travel: 58% of global travelers who travel with their kids revisit destinations from their own childhood, embracing nostalgia, and 52% of Brazilian travelers visit the same destination year after year.

Slow travel: 1 in 4 leisure travelers are planning to explore the world and different cultures in 2025, leaning into the Slow Travel trend: the act of traveling and immersing yourself into a destination for an extended time as a local to fully experience the culture.

“High-Tech Travel” meets “Digital Detox”

High-tech travel: 63% of travelers place importance on having the option of a digital room key, allowing them to go straight to their room without stopping at the front desk.

Digital detox: 24% of global travelers admit to disconnecting from social media more than they used to during vacations.

Fido and Frolleagues Take the Stage

Pet-friendly: 25% of MeMooners, or solo travelers, often travel for leisure with their pets – more often than the average leisure traveler (19%). From the surveyed markets, Brazilians leisure travelers are among the ones most likely to plan to travel with a pet in 2025.

Frolleagues: Today, nearly 30% of global leisure travelers often travel with Frolleagues, friends who are also colleagues, on their leisure adventures.

Gen Alpha and MeMooner travelers surge

The Gen Alpha effect: 70% of global respondents with children choose vacation destinations based on their kids’ preferences and 2 in 3 Brazilian travelers often seek out authentic and local experiences to enjoy with their children.

MeMooners rising: 64% of solo travelers consider a good book their favorite travel partner.

Foodie Exploration and Tempo Drinking

Will travel for food: Nearly1 in 5 global leisure travelers plan to seek out new restaurants or culinary experiences in their travels, and 50% of all global travelers book their restaurant reservations before their flights.

Sober curiosity evolution: In just the past year, 1 in 4 global travelers has either reduced or stopped their consumption of alcohol, reflecting the growing Tempo Drinking trend, or the mindful practice of moderating the pace and volume of drinking alcohol.

From Inner Discovery to Outward Cheering

Soft travel: More than 1 in 5 leisure travelers plan to getaway for self-discovery or mental health when traveling for leisure, leaning into “Soft Travel,” or travel that encourages simplicity or spontaneity. 

Surge in sports: From 2019 to 2024, Hilton Worldwide Sport Sales revenue tripled in volume - 80% of which is driven by youth or amateur sports.