The Rise of ‘Whycations’, The Quest for ‘Curiosity Leave’ and ‘Plants as a Priority’ are Among Hilton’s Leading Travel Trends for Brits in 2026

• The Rise of ‘Whycations’: 2026 will see travellers place intention over itinerary, with trips motivated by emotion and grounded in purpose
• The Quest for ‘Curiosity Leave’: Nearly half of the nation would sacrifice pay for unlimited holiday and a daring 41% would even hand in their notice if their holiday request was denied
• Plants as a Priority: 56% of British plant owners, dubbed ‘plant parents’, plan their travel around plant care. 22% admit owning greenery makes it harder to get away, and 33% avoid having them because of it.

LONDON, UK - 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 reveals that Brits are leading the charge when it comes to travel plans for the year ahead. In fact, 46% have already booked at least one trip for the next 12 months, significantly more than any other country surveyed. With Brits itching to get away in 2026, Hilton’s insights reveal the key trends that will shape how they travel: 

The Quest for 'Curiosity Leave' 

Brits are seeking a better work-life balance that leaves more room for personal growth and exploration.  

• Passport Stamps Over Payslips: 46% of the nation would take a pay cut for unlimited holiday, 39% have taken unpaid leave to travel, and when push comes to shove, a bold 41% would even quit their job if their holiday request was denied. 

• Room to Grow: Brits are adventuring with intent; 41% plan trips around educational experiences when traveling with children and 66% would take time off work to pursue a personal passion - a mindset shared by 72% of global globetrotters. 

Plants as a Priority 

For devoted plant parents, worries about leaving their leafy loved ones unattended are putting a hold on holiday plans. 

• Foliage Fears: 56% of Brits factor plant care into travel planning, while 22% admit owning plants makes it harder to get away.  

• Annual Leave Over Leaves: 33% avoid owning a plant altogether, fearing it will limit their travel freedom and get in the way of holiday plans. 

'Hush-pitality': Seeking Sweet Silence 

In a noisy, hyperconnected world, UK jet-setters are seeking out silence as a remedy for constant connectivity. As alert fatigue sets in, many are carving out space for calm. 

• Travel as Escape: 23% of the nation increasingly seek quiet moments alone when travelling with loved ones, and 35% add solo days before or after family trips. Meanwhile, 41% of Brits and 54% of global globetrotters would take a work trip just to have a break from their family or partner. 

• Frolleague Fatigue: On business trips, 25% of the nation pursue moments of solitude - as echoed by 27% of global jet-setters. 21% of Brits prioritise sleep over socialising with co-workers, and 16% even exercise in their hotel room to avoid colleagues in the gym - mirroring habits seen in 17% of travellers worldwide. 

Who Pays and Who Plays? 

Adult family holidays are on the rise, with more parents footing the bill for their Gen Z and Millennial kids.  

• Bank of Mum and Dad: Among those British leisure travellers who travel with their children, 49% report travelling with adult children. 36% say they cover the entire cost of trips for their grown-up kids aged 18 and over. 

• The Purse Holds The Power: While older generations often fund family trips, they're also often the ones who call the shots, as 52% of the nation agrees that whoever pays gets to pick the destination - a view shared by 59% of global travellers.  

• Budget Boost: Savvy Brits are getting smarter with how they fund their getaways. 51% save up loyalty points for a dream trip, and 48% use them to cover the full cost. Others report using public transport (71%) and capitalising on free hotel breakfasts (84%). 

Road Trip Revivalism 

With value, freedom and flexibility top of mind, road trips are experiencing a real revival. The hashtag #roadtrip has racked up over 5.9 million tags* globally as travellers embrace the open road. 

• Rediscovering the Road: Road trips lead future travel plans for 23% of Brits and 61% are buckling up to drive to their destination in the next 12 months - largely driven by the cost-saving appeal (60%). 

• Roads Over Runways: 52% of UK holidaymakers say road trips are more relaxing than flying, and 62% value the spontaneity. Packing perks also come into play, as 69% appreciate being able to bring more with them, while 72% prefer having their own car on a trip due to the sheer convenience. 

• Hospitality in Motion: After a long day behind the wheel, a great night’s sleep is non-negotiable, as 91% of Brits say a comfortable bed is the most important end-of-day essential - as agreed by 90% of global travellers.  

“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.