Hilton just released its fourth annual Trends Report and the results are, as always, fascinating. Get ready for 2025 to be the “Year of the Travel Maximizer,” with travelers looking to take their trips to the next level, whether they’re heading outdoors for adrenaline-fueled adventures or continuing to seek better sleep.
I reached out to Jess Petitt, senior vice president of commercial strategy, insights and analytics, Hilton, and acting Chief Trends Officer, who offered Forbes exclusive insight and commentary on the ways the brand is addressing some of the top trends they discovered.
Sleep Tourizzzm 2.0: The Next Sleep Cycle
Sleep divorce requires two beds, like these at Home2 Suites by Hilton Albuquerque Downton – University.
Hilton
People are exhausted and “next year, the world’s focus on wellness will continue to drive the rise of sleep tourism,” according to Petitt. “We found that over half of the world – and two-thirds of Americans – sleep better in hotels. The reasons may vary, but when it comes to our sleep experience, we are looking at the entire ecosystem, from the products used in-room like mattresses to wellness treatments that enhance sleep. We have also launched Wellness Rooms at select properties that feature amenities centered around our wellness pillars, including sleep. At Grand Wailea, A Waldorf Astoria Resort, for example, these rooms feature air purifiers, aromatherapy, blackout curtains and more to ensure guests have a restorative stay experience.”
Key terms:
Sleep Divorce: 37% of travelers prefer to sleep in a separate bed from their partner when traveling.
Hurkle-Durkling: This Scottish expression for intentionally lounging in bed all day has become a vacation trend for one in five global travelers. (Personal prediction: Look for this number to rise when American travelers are introduced to this concept.)
MeMooners: Table for One, Please
A MeMooner enjoying her time alone at Waldorf Astoria Beijing
Hilton
“Nearly 50% of global respondents often travel by themselves, and solo travelers, or MeMooners, are top of mind when we think of designing our dining spaces,” said Petitt. “By incorporating elements like an odd number of bar stools and a variety of table types, we’re creating a welcoming environment for all travelers. When asked who their favorite travel partner is, 64% of solo travelers considered a good book to be tops. Some of our properties, including Conrad Nashville, participate in a Bedside Reading Books program where travelers will receive a complimentary book or link to an audiobook/e-book on their nightstand, perfect if you are looking for a new read during your trip.”
Paws up: 25% of MeMooners travel with their four-legged friends, doubling the searches for pet-friendly hotels on Hilton.com from 2023-2024.
Technology
Travelers want to put away their phones – and stream their favorite services on the hotel TV.
Hilton
“2025 will be a continuation of the increasing importance of technology’s pivotal role in delivering more personalized and seamless travel experiences,” said Petitt. “Hilton is leading the charge with innovations like Digital Key and Digital Check-In, removing unnecessary friction for guests looking to bypass the front desk and head straight to their rooms. Additionally, innovations like Confirmed Connecting Room allow families or friends to know ahead of time that a confirmed room is booked and not leave it to chance at check-in. Generative AI will continue to play an increasing role in both the guest experience and back-office efficiency, but these are just the first steps in a long-term journey.”
Traveler Trend:
High-Tech Travel Meets Digital Detox: Travelers want to disconnect but also want the ease of technology and access to streaming services on their hotel TV.
Time Travel: The Nostalgia Effect
The next generation of travelers at The Logan Philadelphia.
Hilton
“As a father of two young children, I already have a list started of places I’d like to revisit with my family one day,” said Petitt, “and I’m not alone. We’ve found that 58% of travelers are revisiting nostalgic destinations from their childhood. When it comes to family travel, 70% of global respondents who travel with children pick the vacation destination based on kids’ needs and interests. One way we’re tapping into this is by offering unique, immersive themed suites like The LION KING’s Royal Suite at Hilton New York Times Square. Experiences like this allow families to relive magical moments while creating new ones together.”
Fun facts:
The kids of Gen Alpha (aged 14 and under) are frequent travelers and the reason bookings for Confirmed Connecting Rooms by Hilton are up 6% over last year.
In response to increased demand, Hilton now offers complimentary kids’ club access and activities across all of their all-inclusive resorts.
Go Getaways: The Rise of Adventure Tourism
2025 will be the year of outdoor adventure, thanks to AutoCamp locations like this one in Joshua Tree.
AutoCamp
According to Petitt, “Adventure tourism is set to soar, with 1 in 4 travelers planning to seek unique outdoor experiences in 2025. Our exclusive partnership with premier outdoor hospitality company AutoCamp invites guests to experience Hilton’s hospitality in iconic outdoor destinations like Cape Cod and Joshua Tree all while earning and redeeming Hilton Honors Points.”
Key terms:
Frolleagues: Colleagues but better! Almost one third of respondents travel with frolleagues on leisure trips.
Bleisure: The trend of combining business travel with leisure travel. Extending a business trip a few days is a great way to get in a little vacation with frolleagues.
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