The Rise of ‘Whycations’, Experience‑Driven Travel and AI Planning are Among Hilton’s Leading Travel Trends for KSA Residents in 2026

• Whycations: More travellers from KSA are choosing trips that reflect who they are and what they value, with an increasing desire for authenticity, relaxation, and connection
• Experience-driven travel: Travellers from KSA are increasingly prioritising immersive cultural experiences, leading globally in making an effort to learn local languages and engage with local customs during their trips
• AI-assisted planning: 75% of travellers from KSA find AI tools helpful in planning seamless, stress-free trips, combining convenience with the freedom to focus on enjoying their travel experiences

RIYADH, SAUDI ARABIA – In the year ahead, travellers are choosing trips that begin with purpose, driven more by emotion than 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 highlights a pivotal shift away from traditional travel planning, with more emphasis on personal exploration, cultural immersion, and AI-assisted travel planning. More Saudi travellers are choosing trips that reflect who they are and what they value, with an increasing desire for authenticity, relaxation, and connection.

Immersive Travel: A Deeper Connection to Culture 

Residents from Saudi Arabia value seeking genuine cultural connections over traditional sightseeing. KSA ranks the highest globally at 65% when asked if they make an effort to learn the local language before visiting a destination, demonstrating that Saudi residents are prioritising immersion as a key aspect of their journey. 

Moreover, 69% of travelers from KSA actively seek experiences that allow them to engage with local customs that they haven’t researched ahead of time. GCC residents are not just observing cultures but participating in them by learning languages, taking part in traditional customs, and deepening their understanding of the cultures they visit, signaling a growing desire to connect and respect the cultures they encounter. 

Grocery Store Tourism: Finding Connection in the Ordinary 

Travellers from KSA are incorporating visiting local grocery stores into their travel experience, seeking a deeper connection with everyday life abroad. For many, these everyday retail spaces may offer a unique opportunity to uncover local delicacies, learn about daily life, and even ground their journey in the comfort of familiarity, creating a sense of home while far from it.  

KSA is leading this trend (in line with the global average of 77%) with 78% of travellers reporting that they "always" or "often" explore local grocery stores when traveling, a habit that has gained significant traction in recent years globally. 

Effortless Escapes: Streamlined Travel with AI 

Holiday go-ers are relying on AI-assisted planning, as well as opting for all-inclusive resorts and group tours that require little-to-no planning. 

75% of travellers from KSA find AI tools valuable in helping to plan their trips, reflecting an appetite for convenience and efficiency. AI can help create tailored itineraries that can then be vetted and refined by concierges or real-life travel experts, combining the speed of technology with human expertise. This high adoption highlights the region’s comfort with digital solutions that simplify logistics, enabling holidaymakers to focus more on enjoyment than planning. As AI takes center stage in travel prep, it marks a shift toward smarter, stress-free getaways powered by technology. 

“This year’s Trend report shows that UAE and KSA residents are reinventing how they explore the world, placing greater emphasis on personal connections, cultural immersion, and travel with deeper meaning. The trends reflect a shift toward travel that resonates not only with the destinations, but the values of the travelers themselves, with Gulf residents leading the way in creating journeys that are as personal as they are transformative," said Guy Hutchinson, President of Hilton, Middle East and Africa. “With more than 8,800 hotels worldwide, Hilton is focused on delivering the comfort, trusted service and flexibility 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.