Papaya Club at Conrad Orlando, appetizers - shrimp, rangoons, and plates of food, a beverage with an umbrella and garnish

Rising Traveler Types

Foodies: Will Travel for Food

For foodies, the local cuisine isn’t just part of the travel experience; it’s the main event. From budgeting to restaurant recommendations, food drives their travel plans.

After accommodations, dining experiences are the next highest travel budget priority in 2025.

50%

of global travelers book restaurant reservations before their flights.

Nearly
1 in 5

will travel specifically to seek out new restaurants or culinary experiences.

60%

of luxury travelers prioritize staying at hotels with great restaurants. 

With more travelers focused on food, Hilton predicts that foodies will propel the following food & beverage trends forward in 2025.

Convenience Market View, Tru by Hilton Wichita Northeast, Eat Sip, drinks, snacks
Tru by Hilton Wichita Northeast

Good-for-You-Goodies

Retail food and beverage options are having a moment, with increased demand for health-focused snacking and to-go options while on the road. According to Circana 2024 data, 54% of Americans consider snacks to be an important part of their daily eating plan, with 25% preferring vegetarian or vegan options—a significant increase since 2019.

Beet Hummus at Tempo by Hilton

Just Ask Our Hotels

Nearly 1 in 4 team member respondents expect health-conscious menu items to increase in popularity in 2025.

Tempo Drinking

The Sober Curious movement, which began in the 2010s, created a conversation around drinking habits and holistic Wellness that is still influencing change.

In just the past year, 1 in 4 global travelers have reduced or stopped their alcohol consumption. China (33%), Mexico (32%) and Australia (29%) are leading the trend.

Today, as an evolution of Sober Curiosity, more and more drink enthusiasts are promoting Tempo Drinking, the mindful practice of regulating the pace and volume of drinking alcohol. As more beverage programs, like Tempo by Hilton’s Spirited and Free-Spirited options, are served up to travelers, the stronger this movement will become.

Tempo Cocktail Program, Amalfi Toast
Tempo by Hilton's Amalfi Toast
Golden Delicious at Waldorf Astoria Washington DC

Garnish as an Ingredient

In 2025, cocktail garnishes will begin to finally get the respect they deserve. Mixologists are driving this trend and answering the growing demand by treating garnishes an essential, artful, ingredient instead of an add-on. Gone are the days of the lonely lemon or lime wedge on the side of the glass. Cocktails garnishes will become an important part of the creative development of the craft cocktails, delighting drink enthusiasts around the world.