2024 was the “year of the great recharge,” where sleep retreats made headlines; and mindful drinking rose in popularity while wellness-themed guest rooms took off. So, what’s in store for 2025? Based on a recent survey of over 13,000 global travellers and its own internal experts, Hilton has some ideas, including go getaways, the rise of frolleagues and me-mooners, and even the head-scratching ‘hurkle‑durkling.’

As the post-pandemic leisure travel boom normalizes, Hilton says travellers surveyed in its annual Trends Report are looking to pair their desire to relax and recharge with high-impact adventures and experiences to maximize their time and financial investment.

Incorporating findings from a new survey, executive and expert insights, internal data and more, the report identified the following trends:

• Sleep Divorce: 37% of travellers prefer to sleep in a separate bed from their partner when travelling, and most parents think it’s best to sleep apart from their kids.
• The Gen Alpha Effect: 70% of global respondents who travel with children choose vacation destinations based on kids’ needs and interests.
• MeMooners Rising: Nearly 50% of global respondents reported they often travel by themselves and 64% of solo travellers consider a good book their favourite travel partner.
• News Break: 20% of global travellers don’t pay attention to the news on vacation – more now than they have in the past.

Among some of the other interesting trends are:

Adventure-Seeking “Go Getaways” and “Hurkle-Durkling” Sleep Retreats

• Go Getaways:Nearly seven in 10 global travellers enjoy being active when they travel, with one in five leisure travellers planning outdoor adventures in 2025.
• Sleep Retreats & Hurkle-Durkling:One in five global travellers indulge in ‘hurkle-durkling,’ the Scottish phrase for “lounging in bed all day” while on vacation, and more than a quarter of travellers will book a spa or wellness treatment to enhance their sleep.

 “Time Travel” and “Slow Travel” Accelerate

• Time Travel:58% of global travellers who travel with their kids revisit destinations from their own childhood, embracing nostalgia, and many travellers visit the same destination year after year.
• Slow Travel:One in four leisure travellers are planning to explore the world and different cultures in 2025, leaning into the ‘slow travel’ trend – the act of travelling 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 travellers 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 travellers 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 travellers, often travel for leisure with their pets – more often than the average leisure traveller (19%).
• Frolleagues:Today, nearly 30% of global leisure travellers often travel with ‘frolleagues’ – friends who are also colleagues, on their leisure adventures.

Foodie Exploration and Tempo Drinking

• Will Travel for Food:Nearly one in five global leisure travellers plan to seek out new restaurants or culinary experiences in their travels, and 50% of all global travellers book their restaurant reservations before their flights.
• Sober Curiosity Evolution: In just the past year, one in four global travellers 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.

Inner Discovery to Outward Cheering

• Soft Travel:More than one in five leisure travellers 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.

“Our 2025 Trends Report uncovers what has been simmering for years – the intersection of work and play; of relaxation and adventure; of being alone but together. Travellers don’t just want to choose their own adventure – they want to maximize every moment of their time away,” says Chris Nassetta, president and CEO, Hilton. “This new data reveals a fascinating dichotomy and growing focus on experiences that will keep us on our toes (and) constantly evolving…”

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