Quiet Mode: Activated
Whether it’s embracing the soothing sounds of ocean waves, enjoying a crackling campfire, or soaking in the serenity of a spa, travelers are craving moments of calm as a departure from the busyness of their daily routines.
According to Hilton’s global research, respondents’ number one motivation to travel for leisure in 2026 is “to rest and recharge” (56%). Top desires also include spending time in nature (37%), improving mental health (36%), and spoiling themselves with “me time” (20%). Top-searched cities on Hilton.com serve as additional proof that global travelers are seeking restful vacation destinations, with Cancun, Honolulu, Orlando, Bali and the Maldives among the top searches in 2024-2025.
The Best Travel Companion: Silence
For some, solo travel is the ultimate solution for securing silence. More than one in four travelers (26%) plan to travel alone in 2026, and forty-eight percent of travelers report adding solo travel days to their itineraries before or after their 2026 family trips. Even on group trips, 28% of jetsetters plan to seek more quiet moments by themselves, whether that means dining alone at a hotel restaurant, enjoying a cocktail for one at the lobby bar, or taking a stroll in the local neighborhood.
0%
of U.S. Hilton Honors members plan to travel solo for leisure in 2026.
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of global travelers aim to be spontaneous on vacation.
While some solo travelers seek calm and relaxation at a hotel, others are interested in retreats that allow them to be alone – together. In fact, 57% of U.S. travelers surveyed by Morning Consult report that they would be interested in attending a quiet/silent retreat, including 53% who expressed interest in a reading retreat specifically.
According to Future Market Insights, literary tourism generated $2.4 billion last year and is predicted to grow to $3.3 billion by 2034.
Reading was also included among the top three most anticipated leisure activities for American travelers (68%), alongside listening to music or podcasts (79%) and relaxing by the pool or beach (78%).
But reading retreats are just one part of the growing solo travel trend—travelers are increasingly seeking immersive experiences that nourish the mind, body, and spirit. According to the same survey, American travelers expressed a heightened interest in nature immersion retreats (67%), followed by spiritual retreats (60%), and meditation/silent retreats (56%).
In recent years, women have taken the lead in popularizing the independent glamour of solo travel. Now, internationally, more men are reporting the desire to venture out on solo getaways, leading to a slight rise of the Mancation in 2026 for those in Saudi Arabia, China and Türkiye, compared to 2024 data.
To help meet the needs of solo travelers, an increasing number of Hilton restaurants have already created new experiences and options to help solo diners feel more included and at ease. For those looking to keep up with their new favorite show, Conrad London St. James offers a Pem in Bed experience that takes room service to the next level by offering a prix fixe in-room menu and sommelier-suggested wines.
According to a Hilton U.S. omnibus survey conducted by Morning Consult in August 2025, 55% of men and 49% of women would be interested in attending a book retreat. Sixty-seven percent of millennial Americans expressed a desire to attend one.
Digital Hospitality Tools Signal Silence and Embrace Efficiency
Digital travel solutions are changing how individuals experience travel, from dreaming and researching to booking. These apps—including AI tools—help guests to protect their peace by enabling easier and faster connections with travel companions or hotel team members.
Nearly three-quarters (73%) of global travelers find some sort of digital check-in and check-out options valuable. At Hilton properties around the globe, more than 12 million Hilton Honors Digital Keys were downloaded between January to June 2025 alone—a 20% year-over-year increase from the same timeframe in 2024.
After arriving, 65% of travelers say hotel greetings or communications via text are valuable, and 27% report using their phones to communicate with the hotels during their stay more than ever. On-property mobile messaging is already available at nearly all of the 9,000 Hilton properties around the world.
Travelers are also turning to AI apps to kick-start their itinerary planning. A significant 61% of travelers report finding AI tools valuable when planning their trip. Once on-property, many still turn to locals for guidance. In fact, Hilton concierges in London recently reported that they’re increasingly asked to validate or enhance guests’ AI-suggested trip ideas. With decades of experience, local connections, and intel, they continue to add a meaningful human touch with their personal expertise.
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of global travelers find some sort of digital check-in and check-out options valuable.
0%
of travelers report finding AI tools valuable when planning their trip.
There is nowhere in a hotel that embraces introversion more than within the guest room. Once simply a place to rest your head, today the guest room is a base in which travelers can stream their favorite show, order in extravagant room service or food delivery, or try out a new workout or meditation – all in perfect solitude, if preferred.
Twenty percent of people say they turn to streaming entertainment at a hotel more than ever before with almost three quarters (72%) claiming to value in-room entertainment when traveling. Hilton’s connected room experience allows guests to access their choice of entertainment and hotel information through the in-room TV. Users can log in to their favorite streaming platforms and access a range of free content options to enhance their stay. From August 2024 to August 2025, Hilton expanded the number of digitally connected rooms around the world by 53% and now, 5.1 million Hilton hotel guests enjoy premium entertainment and wellness streaming apps—including Disney+, AppleTV+, and Peloton—each month. Entertainment is the most utilized content offered globally.
In addition to entertainment, Calm—the number one app to help people sleep more, stress less and live mindfully—was added to the connected room experience lineup in 2025, allowing guests to enjoy complimentary Sleep Stories, guided meditations and soothing soundscapes in the room.
Looking ahead to 2026, travelers’ desire for shortcuts in planning will extend past the use of digital planning options and may influence the type of vacation they choose. Sixty-six percent of those traveling with their children or grandchildren will opt for vacations that require minimal planning, like all-inclusive resorts, cruise travel and group tours in the coming year.
Counteracting the Busyness of Business Travel
While they appreciate the relationships forged and strengthened on the road, an increasing amount of business travelers are also prioritizing their own personal wellness and finding small moments of silence or solitude before or after their daily commitments. In fact, more than 1 in 4 (27%) business travelers actively seek alone time during work trips to fuel up or re-energize. For some, the appeal of business travel extends beyond the workplace—over half (54%) of business travelers say they’d take a trip just to get a break from their family or partner.
In the mornings, some business travelers are embracing the “5-to-9” mindset, rising as early as 5 a.m. to focus on their own personal goals. Whether it’s taking an early morning run around the city, grabbing a workout at the hotel’s fitness center—or enjoying Peloton’s on-demand fitness content on their in-room TVs—Hilton properties are set up to support their success.
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of business travelers enjoy a solo in-room workout to avoid colleagues in the gym.
19%
of travelers prioritizing rest over socializing with colleagues.
While some set the early alarm, others are focusing on their sleep with 19% of travelers prioritizing rest over socializing with colleagues.
For others, it’s about sneaking in a solo snack. Nearly one-in-three global business travelers admitted to enjoying a private late-night meal or snack at the hotel after group events (30%). There are late-night options across Hilton brands, like at Signia by Hilton hotels, where guests are invited to unwind with exclusive access to Club Signia—a signature club lounge experience that includes chef-driven dining, personalized concierge service, and an atmosphere that supports both relaxation and productivity.
And business travel doesn’t just mean all work, and no play. It’s about balancing rest with local exploration. In fact, 29% of business travelers have chosen to explore destinations with colleagues outside of any official planned activities. Data from Lyft also shows that business riders are twice as likely to go to a tourist destination as other riders, making the most out of their time away from home. Through Hilton’s partnership with Lyft, Hilton Honors members can earn Points on rides, whether it’s for business, leisure or both.
