Next year, Americans in particular, are expected to lead the world in what Hilton has coined “Time Travel”— the act of taking vacations and booking travel experiences inspired by nostalgic memories. In fact, “recreating memories” was the third most-cited reason for leisure travel in the U.S.
When vacationing with their kids...
Nostalgia is shaping tomorrow’s vacation in many ways.
Surge in Sports Travel
There is no denying that a sports fan’s loyalty is grounded in traditions. Today, athletes and their fans are hitting the road in record numbers. From 2019 to 2024, Hilton Worldwide Sport Sales revenue tripled in volume—80% of which stemmed from youth or amateur sports.
Sports-themed Experiences on Hilton Honors Experiences Platform also reflect this trend as over 4.6 million Hilton Honors Points were redeemed for the McLaren Ultimate package for Las Vegas in 2024, the most Points redeemed for any package in the history of the site.
For sports fans, Graduate by Hilton, which joined the Hilton family in 2024, is steeped in nostalgia, welcoming guests who want to re-immerse themselves in university life and, oftentimes, hold a deep passion for their alma mater.
In Their Throwback Entertainment Era
Nearly 1 in 4 global travelers plans to prioritize live entertainment in their 2025 leisure budgets. Throwback celebrity reunions and star-powered events are drawing in fans across borders.
This year, Hilton Honors members bid Points on celebrity experiences, like The Ultimate Kelce Jam Experience, The Ultimate Dave Matthews Band Experience in Boston and the upcoming Evening with Star Wars Star Billy D. Williams.
Ultra-decked-out themed guest rooms and suites, inspired by both pop culture entertainment and nostalgia, rose in popularity in 2023 and 2024 and are expected to strengthen in 2025. Hilton New York Times Square debuted Aladdin’s Time Square Palace suite this year, complementing the hotel’s close proximity to Disney’s Aladdin the Musical on Broadway. The week the suite was introduced, the hotel received over 500 inquiries and its corresponding Instagram post exceeded all previous engagement activity on the channel, breaking social media records for the hotel.
Guest interest in the Aladdin Times Square Palace Suite also influenced the creation of the property’s latest Disney Theatrical Group offering, THE LION KING’s Royal Suite, further inspiring guests drawn to New York for the best that Broadway has to offer.
A Taste of the Past
While comfort foods have always elicited positive memories, nostalgic tastes are taking this concept to the next level. Chefs around the world are now creating menu items that sandwich together comfort and 90s nostalgia, resulting in delicious dishes and shareable social media content—a winning combo.
Since the brand’s launch in 2016, Tru by Hilton guests have been flipping for pancakes, evoking nostalgic memories of weekend breakfasts at home, with hundreds of pancakes served at each location every day. The hotels also feature a classic breakfast cereal bar at each of the brand’s more than 260 locations. By hotel guest consumption, favorite cereal brands have consistently been Cheerios, Raisin Bran and Froot Loops. Operationally, the hotels are seeing this retro demand firsthand, with products flying off the (cereal) bar every morning. In fact, over 70 tons of cereal were served at Tru hotels last year.
Hampton by Hilton celebrated its milestone 40th anniversary in 2024 with a deliciously nostalgic twist on their iconic waffles, customized to delight guests around the globe. Across the U.S., guests at more than 2,200 Hampton by Hilton properties enjoyed birthday cake-flavored waffles adorned with sprinkles and whipped cream. In China, guests enjoyed a unique fusion of flavors with Jian Bing (pan-fried crepes) crafted into waffle shapes, paying homage to the beloved breakfast staple.
Did you know?
Did you know? Each year, Hampton by Hilton serves over 30 million full-size waffles and 120 million mini waffles – enough waffles to cover more than 500 football fields. Guests at Hampton hotels go through 2 million gallons of batter, enough to fill nearly three Olympic-sized swimming pools.
