The Rise of ‘Whycations’, Multi‑Generational Trips and Pet‑Friendly Planning are Among Hilton’s Leading Travel Trends for German Travellers in 2026

• German travellers are looking for travel that starts with purpose and emotional motivators
• 56% of Germans plan at least one annual trip for the whole family
• More than half of German travellers who own pets like to have their pet join the trip

Frankfurt am Main | In the year ahead, travellers are choosing trips that begin with purpose, driven more by emotion then destination. According to Hilton’s newly released 2026 Trends Report, The Whycation: Travel’s New Starting Point, global travellers are embracing the rise of the “whycation,” where travel is driven by emotional motivations: the desire to rest, the urge to reconnect and a search for experiences that feel meaningful.

Backed by insights from more than 14,000 travellers across 14 countries, the research shows that Germans are aligning their trips more closely with what they value most: time with loved ones, trusted brands, and enriching experiences. This shift signals the rise of the “whycation” – travel that starts with purpose.

2026 marks a year of travelling with your favourite people 

When it comes to travel style, German leisure travellers are clear about their preferences. Couple travel tops the list at 51%, reflecting a love for shared experiences with a partner. About one in four (23%) plan to travel alone. On the other hand, Gen Z (26%) and Millennial (24%) travellers are more likely to travel with their friends. 

Destination choices reveal a balanced approach: domestic trips (33%) are just as popular as international escapes (32%) for leisure travellers, underlining an appreciation for what’s close to home. How they get there matters too – with airplanes (54%) and cars (63%) being the preferred methods of transportation among all travellers. Yet, for those that plan to travel by car, the romance of the road is hard to resist: 73% say that they in general prefer road trips over flying, citing the freedom and spontaneity they offer.  

Redefining family travel 

The traditional family trip is evolving into a multi-generational, more collaborative experience. In Germany, the desire for shared moments is particularly strong: the majority of respondents (56%) say they try to travel with their family at least once a year, turning vacations into an annual tradition that spans generations. This also reflects that more generations are travelling together more than ever before*. Planning is starting earlier than ever – 46% of leisure travellers who plan to travel with children have already booked a trip for 2026, far ahead of the international average (33%). 

Children are no longer just along for the ride – they are active participants. More than half of those who travel with children or grandchildren (55%) say they involve their kids in planning the trip, shaping itineraries through young eyes. Once the journey begins, 47% set “no screen time” moments to encourage genuine interaction. The choice of accommodation reflects a desire for ease and togetherness: 47% of families opt for vacations that require minimal planning (such as all-inclusive resorts). 

Relaxation and culinary experiences as a key-priority  

In an age where time feels more valuable than ever, the reasons Germans travel for leisure reveal a clear priority: 63% - an increase from last year - cite rest and recharge as their main motivation, finding balance in a noisy and hyperconnected world. Culinary exploration significantly fuels wanderlust – 34% of travellers have planned an entire trip around a specific restaurant or culinary event, a trend even stronger among Gen Z (50%) and Millennials (45%). Culinary curiosity runs high, too: 66% actively seek out dishes they’ve never tasted before, or experiences that introduce them to cultural traditions for the very first time. 

Looking ahead to 2026, their wish lists are equally telling. Beach escapes are the clear favourite (49%), promising relaxation and scenic beauty, followed by hotel accommodations (39%). Cultural experiences come in close behind (34%), showing that consumers want more than just a change of scenery – they’re after experiences that expand their perspective and leave them with stories worth sharing. 

Loyalty and trusted brands are an integral part of travel  

Accommodation choices are underscored by a desire for reliability and comfort. 58% of German travellers prefer hotels over vacation rentals when traveling for leisure. When deciding where to go, the most powerful influences are online searches (32%), while budget (22%) and family/friend recommendations (20%) play a smaller role. 

Trust in familiar brands is a recurring theme. 43% of Germans – and more than half of younger travellers – say it’s valuable to stay with brands they know, reflecting a desire for consistent quality and service. Loyalty programs continue to be a strong motivator, with 48% of Gen Z and 49% of German millennials reporting loyalty to a preferred travel brand, compared to 36% across all generations. Complimentary perks add to the appeal, with 70% German travellers saying they enjoy the complimentary amenities at their hotel, such as free breakfast or happy hours. 

Pets and plants influence travel decisions 

Pets are increasingly part of the travel conversation – and sometimes even the decision-making process. More than half of Germans who own pets (55%) say they enjoy traveling more when they can bring their pet along. 60% include pet care costs in their travel budget, and 66% adjust their travel dates to ensure someone is available to look after them. Even plants have their place in planning, with 62% of plant owners considering their care before locking in travel dates. 

“Hilton’s 2026 Trends Report confirms that travel remains a top priority, with people looking for added meaning in every trip they take.” said Simon Vincent CBE, executive vice president & president, EMEA, Hilton. “Today’s travellers are choosing to reconnect with friends and family, explore new cultures and enjoy culinary escapes abroad. With nearly 8,800 hotels worldwide, Hilton is focused on delivering the comfort, reliable and friendly service and choice travellers expect - alongside experiences that reflect how they want to spend their time.” 

For more information on how Hilton is helping travellers reclaim comfort, connection and control, read the full 2026 Trends Report at stories.hilton.com/2026trends. To start planning your 2026 travel, visit Hilton.com.