The travel conversation has just changed, and the new question is ‘why’ not ‘where’.
According the Hilton Group’s newly released 2026 Trends Report, The Whycation: Travel’s New Starting Point, travellers from Saudi Arabia are leading a global shift toward emotionally driven journeys that combine purpose, culture, and the power of artificial intelligence.
The “Whycation” is where holidaymakers are choosing trips that reflect who they are and what they value most. Authenticity, relaxation, and connection have officially taken centre stage.
Purpose-led journeys
According to Hilton’s research that’s based on insights from more than 14,000 travellers across 14 countries, travel in 2026 will begin not with a destination, but with emotion. Whether it’s to unwind, reconnect, or rediscover meaning, Saudis are increasingly designing their holidays around why they travel.
“More travellers from KSA are choosing trips that reflect who they are and what they value, with an increasing desire for authenticity, relaxation, and connection,” Hilton’s report notes.
Immersion over itineraries
Cultural immersion is no longer a bonus, but a must. Saudi residents are leading the way when it comes to learning local languages and embracing cultural customs abroad. A remarkable 65% say they make an effort to learn a few phrases before they travel, while 69% actively seek experiences that let them engage with local traditions on the spot.
From cooking with locals to joining street festivals, Saudi travellers aren’t just observing culture, they are becoming part of it. This hands-on curiosity is redefining what “authentic travel” means.
Grocery store tourism
It turns out that one of the most unexpected travel hotspots is .. the local grocery store!
In what Hilton calls a growing global phenomenon, 78% of Saudi travellers report they either “always” or “often” explore local supermarkets while abroad. For many, it gives them a glimpse into everyday life of locals and offers a chance to discover local flavours, products, customs, and even comfort.
Who needs a souvenir shop when a grocery aisle can tell a nation’s story?
Effortless escapes with AI
The tech-savvy side of KSA is showing up in travel planning, too, with three in four Saudi travellers (75%) saying they find AI tools helpful in creating seamless, stress-free trips.
The report highlights: “AI can help create tailored itineraries that can then be vetted and refined by concierges or real-life travel experts.” That’s sign that the smartest trips are combining human insight with machine precision, and AI is helping travellers focus on the joy of the journey, not the logistics.
“This year’s Trend report shows that UAE and KSA residents are reinventing how they explore the world, placing greater emphasis on personal connections, cultural immersion, and travel with deeper meaning. The trends reflect a shift toward travel that resonates not only with the destinations, but the values of the travellers themselves, with Gulf residents leading the way in creating journeys that are as personal as they are transformative.” – Guy Hutchinson, President of Hilton, Middle East and Africa.
With more than 8,800 hotels globally, Hilton is trying to bridge this desire for purpose-driven travel with trusted comfort and flexibility.
Three easy ways Travel Agents can capitalise on these trends
1. Sell the “Whycation” packages
Craft themed itineraries around emotional motivations that’s for example family-focused, or heritage and community driven, of wellness-oriented. These ideas appeal to why the traveller is going, not just where.
2. Promote the “local lens” experience
Encourage clients to experience Saudi destinations like a local, where experiences include grocery market tours, cooking with families near AlUla, or learning traditional crafts from local artisans. These small, but simple and personal experiences can turn trips into impactful and lasting memories.
3. Offer “AI + Expert” concierge services
Combine AI-powered itinerary tools with the expertise of human travel advisors to offer stress-free, high-tech, human-touch solutions that fit today’s travellers’ appetite for innovation and ease.
