From adventure-seeking to hurkle-durkling (a Scottish phrase for lounging in bed all day), Hilton’s annual Trends Report reveals how travellers will balance work and play in 2025. Plus all the new buzz words we need to know for these emerging trends.

Hilton’s report findings were a result of extensive global research, involving 13,000 travellers across 13 countries, feedback from over 4,100 Hilton team members and in-depth interviews with dozens of Hilton travel experts.

The trend highlights include:  

Adventure-seeking meets hurkle-durkling

While 7 in 10 travellers enjoy being active when they travel at least a fifth of them planning outdoor adventures in 2025, 1 in 5 travellers indulge in lounging while on vacation, and more than a quarter of travellers will book a spa or wellness treatment to enhance their sleep.

Nostalgication and slow travel accelerate

It was reported that 58% of travellers with kids will revisit destinations from their own childhood, while 1 in 4 leisure travellers are planning to explore the world and different cultures, immersing themselves in a destination for an extended period of time to fully experience the local culture and way of life.

High-tech travel meets digital detox

While 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; 24% of holiday-goers admit to disconnecting from social media more than they used to during their time away.

Pets and frolleagues take the stage

25% of “me-mooners”, also known as solo travellers, often holiday with their pets – more often than the average leisure traveller (19%); and we might be seeing more of this trend given more and more airlines are catering to the demand. Meanwhile, nearly 30% of travellers are taking their “frolleagues” or friends who are also colleagues, on their holiday adventures.

The rise of Gen Alpha and me-mooners

It seems 70% of global respondents with children choose vacation destinations based on their kids’ preferences, while 64% of solo travellers are opting to travel with good book – or few – as their preferred travel companion!

Foodie exploration and tempo drinking

The report shows that nearly 1 in 5 of travellers will seek out new restaurants or culinary experiences, with 50% of them making restaurant reservations before their flights – showing the importance of food during a getaway. Meanwhile, the past year shows that 1 in 4 travellers has either reduced or stopped their consumption of alcohol, or just being mindful with the pace and volume of their drinking.

From inner discovery to outward cheering

On the one hand, around 1 in 5 travellers are reported to plan a getaway for self-discovery or mental health, or travel that encourages simplicity or spontaneity, leaning into the trend of “soft travel. On the other hand, the report revealed that 80% of Hilton Worldwide Sport Sales was driven by youth or amateur sports.

Commenting on the findings of the report, Chris Nassetta, president and chief executive officer, Hilton. said, “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.”

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