News ReleasesCategory|

2023 Brits Travel Trends Revealed: Road Trips, Culture, Wellbeing and Technology

Hilton Playa del Carmen, an All-Inclusive Resort - Innan Spa - Temazcal Treatment
Hilton Playa del Carmen, an All-Inclusive Resort
  • Nearly a quarter (23%) of Brits say they will be making mostly road trips next year, while wellness (46%) and connecting to local cultures (50%) are the most important aspects of travel as they look to 2023
  • 67% are also looking to technology to make travelling in 2023 seamless, with one in five (21%) wanting to use technology within their hotel stay, such as digital room keys and mobile check-in services
  • Research also reveals that there is likely to be a travel surge – as 59% of the nation are looking to travel more next year compared to 2022 
  • The new research comes as Hilton releases its 2023 Trends Report, a global study unpacking how traveller needs and interests are changing – with key themes uncovered as prioritising wellbeing, learning about local cultures, and using technology to create seamless stays

LONDON, UK – If 2022 was the year of the changed traveller, 2023 is set to be the year of the evolved traveller, as Hilton (NYSE: HLT) releases its latest global Trends Report: The 2023 Traveler: Emerging Trends that are Innovating the Travel Experience, A Report from Hilton, today. 

New research from Hilton shows that Brits are looking to immerse themselves in local culture, prioritise personal wellness, take to the road, and become more tech-focused as they travel next year.

2023 is set to be the year of invigorated travel – with travel at top of mind for over half of Brits (59%) who are set to travel more in the next year compared to 2022.

The most important factors for travel in 2023 amongst Brits are wellness (46%) and connecting to local cultures (50%).

Download Media Assets

Explore the report and access multimedia including photos, b-roll, fact sheets and more.

Banner Background

Staycations Are Here To Stay

The pandemic prompted the re-emergence of staycations, and is no surprise that this trend will continue, with one fifth (23%) looking to explore the best of Britain through road trips in 2023.  

With so much to explore, from the Cornish coast to the Scottish Highlands, holiday makers will be spoilt for choice as they look forward to next year. 

Culture Vulture

Keeping it local is even a trend for those looking to venture further afield, with nearly a third of Brits (29%) stating that immersing themselves in the local culture is a top priority when on holiday. 

Nearly a quarter (23%) even state that being able to support the local community and culture is what they will consider the most when it comes to travelling in 2023. 

Holiday Self-Care

A focus on health and wellness is often high on new year’s resolutions lists, and this is a top trend for travel, too – as over half of Brits (54%) see travel as a key part of their wellness routine – with a third of Brits looking for travel experiences that allow them to escape the stress of everyday life (32%).

The importance of wellness even plays into the type of accommodation they pick, with Brits selecting holidays based on addressing mental (31%) and physical (32%) wellness, having healthy options to eat and drink (40%), access to fitness activities or facilities (44%) and unique spa treatments (19%).

With this trend in mind, travel experts at Hilton are predicting to see an increase in holidays to more remote and secluded locations such as Legacy Hotel Cascais, Curio Collection by Hilton, which is nearby Portugal’s capital Lisbon; Hilton Garden Inn Da Nang in central Vietnam; and Hilton Skanes Monastir Beach Resort, on Tunisia’s central coast.

Smart Tech for Smooth Travel

Hilton anticipates tech will become an integral part of travel – with 67% of Brits caring most about ease and technology where travel is concerned, and one in five (21%) wanting technology to be used throughout a hotel stay to ensure a seamless stay.

For a frictionless travel experience, Hilton’s Digital Key allows travelers to bypass the front desk and go straight to their rooms. Additionally, enhanced booking options like Confirmed Connecting Rooms by Hilton allows families and friends to reserve adjoining rooms when booking online.

Hilton Digital Key - Check-in
Hilton Digital Key - Check-in

Rise of Bleisure Trips

The nation is set to see a rise in ‘Bleisure’ trips – where Brits will blend work and travel needs to maximise on time and experiences. 

Work environments are being seen in a new light – the traditional office is becoming a thing of the past, as one in 10 plan to work remotely while travelling in 2023 (10%).  

"The 2023 Trends Report showcases travellers’ evolving preferences and how eager and optimistic they are about their future adventures."

Christopher J. Nassetta headshot

Chris Nassetta

President and chief executive officer, Hilton

“In 2022, motivated travellers sought out new experiences around the world and reconnected with the people and places they love,” said Chris Nassetta, president and chief executive officer, Hilton. "The 2023 Trends Report showcases travellers’ evolving preferences and how eager and optimistic they are about their future adventures. Our Hilton team members are ready to welcome them and create a great stay experience at our more than 7,000 properties worldwide.”

To read Hilton’s 2023 Trends Report, visit To start planning your 2023 holiday and earn exclusive perks, visit and join Hilton Honors for free.


Consumer research conducted by Material with 1,002 UK adults. The survey took place in between August 23 - 30, 2022, on behalf of Hilton. 

Both qualitative and quantitative methods were used to determine the emerging trends detailed in this report. Hilton conducted stakeholder interviews across the organization to gain perspectives on what travel looks like today and determine what is top of mind going into 2023. Business Divisions included: Business Travel/Events, Food & Beverage, Wellness, Sustainability, Design, Digital Innovation, Workplace Culture. In addition, Hilton commissioned an online omnibus survey with Material, fielded August 2022 among general population consumers 18+ years of age in several markets with questions targeting behavior related to travel. Specifically, the survey was fielded to: n=1,002 in Australia, n=1,002 in China, n=1,002 in Germany, n=1,002 in Japan, n=1,002 in Mexico, n=1,002 in the U.K. and n=1,018 in the U.S. Additionally, a Hilton Survey was conducted by Wakefield Research ( among 1,000 U.S. Adult Travelers, between August 23rd and August 30th, 2022, using an email invitation and an online survey. This data has been weighted to ensure accurate representation of U.S. travelers. “Travelers” are defined as those who took a trip in the past 24 months that required an overnight stay.


Media Contact

About Hilton

Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 23 world-class brands comprising more than 7,600 properties and nearly 1.2 million rooms, in 126 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 3 billion guests in its more than 100-year history, was named the No. 1 World’s Best Workplace by Great Place to Work and Fortune and has been recognized as a global leader on the Dow Jones Sustainability Indices for seven consecutive years. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the nearly 190 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.