The Great Rebalance: Hilton’s 2027 Trends Report Reveals How Japanese Travellers Are Redefining the Perfect Trip

• Hilton’s 2027 Trends Report reveals a broader shift in how Japanese travellers increasingly prioritise flexibility, trusted advice and experiences that enrich their lives long after they return home.
• Backed by a global survey of more than 14,000 travellers, including more than 1,000 people in Japan, Hilton’s latest report explores five trends expected to shape how people plan, book and experience travel in 2027.
  • The Rise of ‘Ish’: Japanese travellers are letting go of the pressure to live up to someone else’s idea of the “perfect” trip, and increasingly defining travel on their own terms. While 57% feel pressure to get every detail right, only 21% try to accommodate a group and keep others happy, reflecting a growing desire for more personalised, flexible, and self-defined travel experiences.
  • The Travel Trust Equation: 76% of Japanese travellers trust hotel staff as a travel-planning resource, while, among travellers who trust their family the most, nearly one in three non-parents say their mother is their most trusted source of travel advice - highlighting the enduring value of personal expertise and trusted recommendations.
  • Growth Getaways: 65% of Japanese travellers say having a trip on the calendar gives them a purpose to work towards, while 42% say travel has helped them discover new interests or passions, as they increasingly look to return home with more than memories.
  • Wellness, Rewired: 62% of Japanese travellers say fresh air and the outdoors are essential to how they relax while travelling, with 53% spending more time immersed in nature on holiday than they do at home - reinforcing the growing connection between travel, nature, and wellbeing.
  • The Micro-Travel Mindset: 35% of Japanese travellers like to plan trips that allow them to experience a lot in a short amount of time.

JAPAN - Travellers across Japan are increasingly defining their travel experiences on their own terms, choosing stays that reflect their individual priorities, with a greater focus on personal growth, flexibility, and discovery. According to Hilton's newly released 2027 Trends Report, Japanese jet-setters are placing less emphasis on external validation and increasingly seeking travel experiences that feel personally meaningful, rewarding, and right for them.

"The Great Rebalance marks a shift from passive tourism to experiences with personal purpose, with travellers increasingly looking to engage more deeply with the places they visit," said Ben George, senior vice president and commercial director, Asia Pacific, Hilton. "Across Asia Pacific, travellers want to return from their travels with something lasting — a new perspective, a deeper connection, or a renewed sense of wellbeing. Hilton is bringing that shift to life by combining our portfolio of brands, intuitive digital experiences, and the human expertise of our teams to help guests turn every stay into an experience that is distinctly their own."

Hilton’s 2027 Trends Report is backed by extensive global research, including a survey of over 1,000 travellers in Japan conducted in partnership with Morning Consult. The report found five key trends:

The Rise of ‘Ish’: Redefining What Makes A Great Stay

As Japanese travellers move beyond rigid ideas of what travel should look like, they're embracing more flexible, self-defined ways to explore. Whether it's choosing experiences for personal enjoyment over social validation or redefining solo travel as a balance of independence and connection, travellers are increasingly creating journeys that feel right for them.

• Perfect-ish: In recent years, travellers have felt pressure to create a trip based on external validation and social currency, a sentiment shared by more than half (57%) of Japanese respondents. That trend is shifting, and 60% are now planning experiences based on intrinsic preferences, signalling a move towards more authentic and personally rewarding travel experiences.
• Solo-ish: For many travellers, solo travel no longer means travelling alone from start to finish. One in five Japanese travellers (23%) have travelled solo to meet up with friends or family at their destination, reflecting a desire for both independence and connection. As solo travel evolves, travellers are embracing journeys that offer the freedom to explore on their own terms, without sacrificing meaningful social experiences. Motto by Hilton found that more than half of the brand’s worldwide reservations over the past year were for solo guests. Meeting this growing demand, Hilton is bringing Motto by Hilton to Japan with the upcoming opening of Motto by Hilton Kyoto Shijo Karasuma in 2029.

The Travel Trust Equation: Human Expertise Makes the Difference

In an era of AI-powered travel planning, the human touch is becoming the ultimate differentiator among travellers in Japan.

• Mother Knows Best: Among Japanese travellers who trust their family the most, nearly one in three non-parents say their mother is their most trusted source of travel advice, making them more than twice as likely as parents (2%) to turn to mom for guidance. Beyond family, Japanese travellers also place significant trust in hotel staff, with 76% trusting them as a travel planning resource.
• Status Envy: Loyalty status isn't just about perks – it's increasingly influencing who and what travellers trust. One in five Japanese travellers (23%) say they are more likely to trust recommendations from someone with loyalty status than someone without it, and 23% say they are jealous of friends who have travel loyalty status greater than their own.
• Climbing the Loyalty Ladder: As travellers place greater value on elite status, they're also becoming more motivated to earn it. Since Hilton Honors evolved to make earning status more achievable and rewarding in January 2026, Hilton Honors members around the world have earned elite tier status faster, with double-digit growth compared to the year before. In Japan, Hilton is also making it easier for members to engage with Hilton Honors, with the newly launched Hilton Honors app now available in Japanese, enabling members to manage their stays, access membership benefits, and connect with Hilton more seamlessly in their preferred language.

Growth Getaways: Travel That Changes You

In Japan, travel is becoming more than a break from everyday life, as it is increasingly viewed as a catalyst for personal growth.

• The Beforeglow: The benefits of travel often begin before the journey itself. 65% of Japanese travellers agree that having a trip on the calendar gives them a purpose to work toward.
• Skillcations: Travel is increasingly becoming a pathway to personal growth, with 42% of Japanese travellers saying that travel helped discover new interests or passions. As travellers look to connect more deeply with destinations, Hilton properties are creating opportunities to engage with local culture and traditions. For example, at ROKU KYOTO, LXR Hotels & Resorts, guests can connect with local culture through immersive experiences inspired by Japan's rich artistic and culinary traditions, including washi paper making and traditional tea ceremonies.

Wellness, Rewired: The New Balance of Wellbeing

Japanese travellers are increasingly blending the digital and the analog to enhance wellbeing, support restoration and connect more deeply with themselves, their surroundings and others.

• Reset Mode: 40% of travellers in Japan actively seek experiences that calm the body and reset the nervous system, and 61% say travel enables them to recharge mentally and physically in ways they can't easily achieve at home. 
• Back to Nature: 62% of Japanese travellers say fresh air and the outdoors are essential to how they relax while travelling, and more than half (53%) spend more time immersed in nature while travelling than they do at home.
• Connected to Place: Japanese travellers are increasingly seeking wellness experiences that foster a deeper connection to destinations. At ROKU KYOTO, LXR Hotels & Resorts, guests can unwind in a natural onsen thermal pool, experience treatments inspired by Japanese healing traditions and enjoy aromatherapy infused with Kitayama sugi, a native Kyoto cedar.

The Micro-Travel Mindset: Small Trips, Big Impact

Time has become one of the most valuable – and limited – resources shaping how people travel. Rather than waiting for the perfect opportunity to get away, Japanese travellers are embracing shorter, more frequent trips that are easier to plan and fit into everyday life.

• Making More of Less: 35% of Japanese travellers like to plan travel that allows them to experience a lot in a short amount of time.
• Defining the Short Stay: The definition of a short trip varies by region. 86% of Japanese travellers consider a trip of less than 2 days to be a "short trip," while 88% of U.S. travellers define a short trip as fewer than 3-4 days. Saudi Arabia and Germany take a broader view, as the most likely of any market surveyed to consider a short trip five to six days or longer (29% and 26%, respectively).

“Travel is becoming less about following a formula and more about creating a stay that works for you,” said Tal Shefer, senior vice president, Brand Management, Asia Pacific, Hilton. “That shift is reflected across our brands, from the flexibility and social energy of Motto by Hilton, to the immersive discovery of LXR Hotels & Resorts, and the restorative experiences offered by Waldorf Astoria and Conrad. As traveller expectations continue to evolve, our focus is on ensuring each brand has a clear point of view while giving guests more ways to personalise their stay and connect with the destination.”

Across its diverse portfolio of 28 brands and more than 9,400 properties, Hilton is creating stays designed to meet travellers wherever they are in their journey, whether they are seeking personal growth, meaningful connection, restorative wellbeing, or simply a smarter way to make the most of limited time away. Through partnerships with category-leading brands including Explora Journeys, AutoCamp, Small Luxury Hotels of the World, and more, Hilton continues to expand the ways travellers can experience the world, while staying true to what matters most to them.

For more information on the trends shaping travel in 2027, read the full Hilton 2027 Trends Report at stories.hilton.com/2027trends. To start planning your next stay, visit Hilton.com.