HILTON TRENDS REPORT 2025
The Vacation Maximized
Chris Nassetta
From the awe-inspiring skies of the Total Eclipse to sold out sports stadiums, concerts and conferences, travel fueled so many memorable and important cultural conversations in 2024. We traveled to discover new cultures. We traveled to make connections. We traveled to recover and recharge.
For us at Hilton, it’s both gratifying and inspiring to see just how much our guests benefit from these moments of shared human experience—moments that transform lives, enhance our understanding of the world, ignite our sense of adventure, and celebrate the light and warmth of hospitality that unites us all.
2025 is set to be the Year of the Travel Maximizer—whether their adventurous streak brings them to thrill-seeking journeys or restorative retreats, travelers are embracing a variety of experiences. No matter the type of vacation, from multi-generational trips or solo excursions, the 2025 traveler spirit will be inspiring – encouraging us all to make the most of our time on the road.
At Hilton, we’re investing in the future to continue delivering the best stay experiences in the world, enabled by the extraordinary service of our dedicated team members. Our 2025 Trends Report explores the impactful trends, people and conversations shaping travel and driving innovation at Hilton and across the industry.
Cheers to a bright and adventurous year ahead!
New Vacation Trends Reshaping The Stay
Rising Traveler Types Innovating The Stay
Trending Travel Topics Defining The Stay
Methodology
These are the findings of an Ipsos poll conducted between June 5 – 26, 2024. For this survey, a sample of 13,001 adults age 18+ who plan to travel in the next 12 months from Australia, Brazil, mainland China, Germany, India, Japan, Mexico, Saudi Arabia, Singapore, Turkey, United Arab Emirates, United Kingdom and the United States were interviewed online in Simplified Chinese, German, Japanese, Traditional Chinese, Arabic, Spanish, and English.
The sample was randomly drawn from non-probability panels. Post-hoc weights were made to the population characteristics on gender, age, race/ethnicity, region, and education. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 1.1 percentage points for all respondents. Ipsos calculates a design effect (DEFF) for each study based on the variation of the weights, following the formula of Kish (1965). This study had a credibility interval adjusted for design effect of the following (n=13,001, DEFF=1.5, adjusted Confidence Interval=+/-1.1 percentage points). Where figures do not sum to 100, this is due to the effects of rounding.