Hilton’s 2026 Trends Report Reveals Purpose‑led “Whycations” Are Redefining Travel Plans

• Purpose-led “whycations” are increasingly shaping how Turkish holidaymakers plan their trips
• Children-driven holidays (82%), playing together as a family (73%) and familiar comforts from favourite foods (80%) to beloved pets (69%), are becoming essential parts of the travel experience
• Domestic (54%) and short-distance (65%) holidays are gaining popularity as more people explore closer to home

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.

Whycations with Purpose 

Turkish holidaymakers are no longer content with just a break from routine. Whether the goal is rest, cultural discovery, or personal growth, trips are increasingly chosen for their meaning rather than mileage. The findings point to a traveller who wants more than relaxation; they want enrichment and connection. 

• Rest and recharge: Turkish travellers say their primary reason for travelling in the next year is to rest and rejuvenate—highlighting the need for holidays that prioritise well-being (65%). 

• Travelling with purpose: A significant majority (84%) prefer trips that bring them closer to local culture and traditions, showing that immersion is as important as relaxation. They also would take time off to explore a personal passion or hobby (79%), showing that leisure is merging with self-development. Turkish holidaymakers tend to have chosen a destination to try a specific restaurant or cuisine (61%), while majority (72%) enjoy exploring local grocery stores abroad, underlining food as a cultural gateway. 

• Learning, growth and connection: More than two-thirds (68%) say they actively look for travel opportunities that enrich their knowledge or skills, indicating that curiosity is shaping itineraries. They also emphasize that they enjoy travelling for work because it builds community with colleagues (74%), and three-quarters say travelling together strengthens professional relationships. 

Family-Driven Adventures Shape Holiday Choices 

For Turkish families, travelling together is less about the destination and more about shared experiences. Children increasingly influence travel plans, and parents prioritise holidays that bring comfort, connection, and a sense of home. 

• Children at the centre: Most Turkish holidaymakers (82%) say their children’s wishes play a decisive role in choosing where to go, underscoring the growing power of younger voices in family travel.  

• Togetherness matters: Nearly three-quarters (73%) prioritise playing together as a family during holidays, showing that simple shared activities are valued as much as sightseeing. 

• Comforts from home: Beloved elements of everyday life travel with them—favourite foods for 73% and even pets for 69%—proving that comfort and familiarity are essential to a successful trip. 

Domestic, Closer and Romantic Getaways Rise 

• Convenience, affordability, and a renewed appreciation for local destinations are driving more Turks to stay closer to home when planning holidays. Shorter journeys also offer flexibility and reduce travel stress. Close to home: More than half (54%) of Turkish travellers plan to holiday domestically, while even more of them (65%) favour short-distance trips within five hours of home. 

• Road trip revival: Majority of Turkish travelmakers (81%) prefer road trips over flying, citing spontaneity, cost savings, and family bonding as key advantages. 

turning the journey itself into a shared experience. 

• Romantic getaways: 53% of Turkish travellers plan to go on leisure trips with their romantic partner, placing Türkiye in the 4th highest position globally, highlighting the importance of shared experiences and romantic getaways in their travel culture. 

More Highlights for Turkish Holidaymakers 

Beyond the leading trends above, Hilton’s research uncovers further insights into how Turkish residents approach travel, from values and family influence to work-life flexibility. 

• Blending work and travel: 82% would work remotely to spend more time in new destinations, ranking among the highest globally. 

• Always connected: Like most other countries, 89% of Turkish holiday makers value a reliable internet connection while abroad, making connectivity a key travel essential. 

• Trusted brands: 79% prefer to engage with brands they already know and trust during their journeys, compared to just 43% of Germans.  

• Making new friends: Pointing to a desire for lasting social connections on the road, 69% of Turkish travellers say they made new friends while travelling during events related to their interests, a rate in line with many other countries. In contrast to this, only 22% of Japanese travellers report the same, the lowest level among those surveyed. 

“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.