The Great Rebalance: Hilton’s 2027 Trends Report Reveals Why German Travellers Are Embracing Good ‘Ish’ Over Perfection

• Hilton's 2027 Trends Report reveals a broader behavioral shift as global travellers redefine what it means to travel well, prioritizing flexibility and experiences that continue to enrich their lives long after they return home.
• Backed by a global survey of over 14,000 travellers, including Germans, the report explores the travel trends expected to influence how people plan, book and experience travel in 2027.
• The top trends shaping German travel in 2027 are The Rise of 'Ish,' The Travel Trust Equation, Growth Getaways, Wellness Rewired and The Micro-Travel Mindset. Together, these trends reflect growing demand for trusted expertise, personal growth, wellness rooted in nature and shorter, more flexible travel experiences.

Next year, travellers are expected to ditch perfection for personal growth, flexibility and discovery. According to Hilton's newly released 2027 Trends Report,The Great Rebalance: How Travelers Are Expecting to Reset and Recalibrate in 2027, jet-setters are prioritising trips that help them reset, gain perspective and make the most of their time away. 

Drawing on more than 14,000 travellers across 14 markets, including over 1,000 in Germany, the report finds that travel matters more than ever to Germans. Hilton has identified three key trends amongst German travellers that are set to shape the way travel is planned and experienced in 2027: 

1. The Rise of ‘Ish’: Germans are done planning the flawless trip and refuse to let the social feed call the shots, with just 18% picking experiences for a good social media post 
2. The Micro-Travel Mindset, Wellness Rewired and Growth Getaways: German travellers prioritise visiting new cities, often several in a single trip, yet coming home feeling genuinely rested is still the ultimate goal
3. The Travel Trust Equation: In the age of AI, Germans still trust people most - and for the real insider tips, no one beats the person at the front desk 

Simon Vincent CBE, executive vice president & president, EMEA, Hilton said, "Travellers are increasingly focused on making their time away count. Rather than chasing a one-size-fits-all idea of the perfect trip, they're looking for experiences that reflect their own interests and priorities. Our job is to help guests make the most of every trip; whether they’re exploring a new destination, reconnecting with loved ones, taking time to switch off – or even a little bit of everything. With a portfolio spanning everything from luxury retreats and city-centre collection hotels to family-friendly resorts and extended-stay brands, Hilton offers travellers the choice and flexibility to find the experiences that are right for them." 

The Rise of ‘Ish’ 

A holiday is meant to bring relaxation - yet many travellers still put themselves under pressure to plan the "perfect" trip. More than half of German travellers (54%) feel some pressure when making travel decisions, but the countermovement is picking up speed: most refuse to let the social feed call the shots, with just 18% choosing experiences based on what makes a good social post. 

• While 57% of German travellers almost always do what they truly feel like doing on holiday, that freedom comes less easily to the young: among Gen Z, only 45% do what they want while away, and just 22% never feel any pressure at all on holiday 
• Social media has surprisingly little grip on how Germans travel - 63% do what genuinely interests them regardless of whether it's shareable - though a third of Gen Z (33%) still pick experiences for a good post 
• "Good enough" is winning out over perfection. Nearly half of Germans let go of their usual fitness routine while travelling (49%) and ease off their everyday healthy habits (41%), while 48% would rather skip a fixed itinerary and figure things out as they go 

The Micro-Travel Mindset, Wellness Rewired and Goal Getaways 

• Germans want it both ways: to discover something new and still come home properly rested. Exploring a new city, town or village is the moment they're most likely to say a trip truly feels like a holiday (41%), while coming home more rested and refreshed tops the list of what makes a vacation feel worthwhile (55%).  
• Discovery runs deep: 64% most like to travel to places they haven't been before, and 46% enjoy visiting several cities within a single trip - rising to 58% among those travelling with family and 52% among Gen Z. More than half (53%) plan their trips to experience as much as possible in a short time, and for 44%, a fixed event is reason enough to book and commit 
• At the same time, rest remains the ultimate goal: more than three-quarters (76%) say fresh air and time outdoors are essential to how they relax, and for more than four in ten, a great place to stay is itself a sign of a good holiday (42%). A majority also look for plenty of on-site amenities and services (58%) 
• Wellness increasingly shapes those choices: water-based experiences appeal to half of German travellers (51%), heat-based ones such as saunas and steam rooms follow close behind (44%), an on-site pool is reason enough for nearly a third (29%) to book a specific hotel, and around a quarter would book specifically for an in-room private pool or hot tub (24%) 

The Travel Trust Equation: Concierge beats algorithm 

• AI has earned a place in trip planning, but not the final word. Almost half of Germans (49%) place at least some trust in AI tools for travel decisions – rising to 61% among those travelling with family. Yet when it comes to the calls that shape a trip, trust shifts back to people, and no one is trusted quite like the person at the front desk. Family (83%) and friends (81%) remain the most trusted sources overall, well ahead of AI (49%) and far ahead of social media creators, whom more than two-thirds of Germans don’t particularly trust (68%) 
• Only 17% would give AI the leading role in building a personally tailored itinerary; the travel agent leads here at 26% 
• Nearly two-thirds of Germans trust hotel staff for travel decisions (65%) – and on the details that matter most, they come out on top: hotel staff are Germans' single most trusted source for hidden gems (21%) and for the best restaurants and bars (26%), and the second place travellers turn to when something goes wrong on a trip (20%), behind travel agents 

For more information on Hilton’s 2027 Trends Report and how travellers are embracing more meaningful, restorative and flexible travel experiences, visit stories.hilton.com/2027trends. To start planning your next stay, visit Hilton.com.