The biggest shift in travel this year isn’t where people are going – it’s why. Dubbed the year of the “whycation,” this global mindset marks a move away from simply checking destinations off a list.
According to Hilton’s newly released “2026 Trend Report,” travellers are increasingly driven by emotional motivations, hitting the road to feel something, to learn something, or to break free from the everyday – and Hilton’s latest data, gathered from 14,000 travellers across 14 countries, coupled with insights from more than 5,000 Hilton team members and feedback from 1,000 Hilton Honors loyalty members – shows how intention is shaping every kind of trip.
Simply put, the survey suggests that after years of “more is more” travel, 2026 will mark a shift toward more intentional experiences where travellers are seeking adventures that reflect who they are and what they value. Based on this comprehensive insight, key global trend highlights include:
Hushpitality: Seeking Sweet Silence
In 2026, travellers will look for destinations where they can dial down life’s distractions. Seeking calm – even moments of silence – signals a change in why people are travelling, where they’re going and how they’ll relax.
- Travel as Escape: Nearly half (48%) of travellers are making space for solo time by adding extra travel days before or after family vacations, while more than half (54%) say they would take a business trip to get a break from their family or partner.
- Alone Together: More than a quarter (27%) of business travellers actively seek solo time during work trips – with 30% opting for a private late-night meal or snack after group events, and 19% choosing sleep over socializing with colleagues.
- Silence, Streamlined: Nearly three-quarters (73%) of travellers value digital check-in, and 27% are communicating with hotels more than they used to, favouring tech that enables ease and quick responses.
Home Comforts are the New ‘Carry On’
Travellers are grounding their journeys in familiarity, seeking comfort and a sense of home even while away. They’re bringing everyday routines along for the ride, like their favorite streaming showor even their four-legged companion. And as familiar rhythms help travellers feel more relaxed, many are also taking time to recharge and pursue personal passions – turning time off into time well spent.
- Familiar Flavours: Nearly 80% of travellers say they find comfort in familiar menu items, and almost half (48%) cook their own meals while away. At the same time, 77% enjoy “grocery store tourism,” browsing the food aisles while abroad–embracing everyday rituals with afresh, local flavour.
- Creature Comforts: 64% of pet owners say they prioritize their pet’s needs over their own when booking a trip, and 75% of plant parents factor watering into their vacation prep – a reminder that modern travellers are planning with all their dependents in mind.
- Room to Grow: 72% of travellers expressed a desire to take time off to explore a personal passion or hobby, and 60% say they’d disconnect entirely to travel for months or even years –p roof that today’s comfort-seekers also crave space to evolve.
Generation Permutations: The Expanded (and Playful) Family Vacation
Children aren’t just enjoying the family vacation – they’re helping shape it. Parents aren’t just announcing where they are going, they are planning through their kids’ eyes, while also tapping into their own sense of curiosity and play. From multi-generation trips to skip-gen getaways, travellers of all ages are letting spontaneity, wonder, and shared experiences guide the journey
- Young Voices, Big Influence: 73% of those globally who travel with their children or grandchildren expect to actively encourage the kids to help plan the family vacations, with78% agreeing their children inspire them to try new things while away.
- Skip-Gen on the Rise: Nearly 30% of travellers who travel with children are embracing skip-gen trips–sending kids off with just the grandparents–while 50% of parents with multiple children are taking trips with one child at a time to create special moments and bonding opportunities.
- Playtime Unplugged: In 2026, 84% of travellers will seek out opportunities to play together as a family, with more than half (58%) of parents and grandparents initiating periods of “no screen time” during vacation to keep everyone engaged and in the mix
Inheritourism: Travel Runs in the Family
As children grow up, many continue traveling with their parents, bringing familiar preferences shaped by years of shared travel. From hotel choices to loyalty programs, parental influence still plays a key role in molding how travel evolves across generations.
- Passed-Down Preferences: Two-thirds of travellers say their hotel choices have been shaped by their parents, with 58% saying the same about loyalty programs, and 73% stating their overall travel style has been influenced by their family.
- Still on the Family Plan: More than half (53%) of families are travelling with at least one adult child – and in most cases, parents are picking up the tab. Just 11% of adult children globally cover the full cost of their trip.
- Travel as Legacy: Close to 70% of families are seeking experiences that connect them to local traditions, and more than half (52%) are planning trips to learn about family roots.
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