The Great Rebalance: Hilton’s 2027 Trends Report Reveals How Travellers in Saudi Arabia Are Expected to Reset and Recalibrate in 2027

• 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 Saudi Arabia, the report explores the travel trends expected to influence how people plan, book and experience travel in 2027.
• The top trends shaping travel in Saudi Arabia in 2027 are The Rise of 'Ish,' The Travel Trust Equation, 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.

DUBAI, UAE – Next year, travelers 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.

Backed by insights from over 14,000 travellers across 14 markets, including Saudi Arabia, the research highlights a growing preference for more flexible and intentional travel.  

Hilton has identified four key trends amongst travellers in Saudi Arabia that are set to shape the way travel is planned and experienced in 2027: 

• The Rise of “Ish”: Only 35% of Saudi travellers say they almost always do what they genuinely want on holiday, with 65% experiencing some degree of pressure around creating the perfect trip. 
• Wellness Rewired: 56% of Saudi travellers spend more time immersed in nature while travelling than they do at home 
• The Travel Trust Equation: Elite loyalty status has become a powerful trust signal, with 60% of Saudi travellers placing greater confidence in recommendations from experienced travellers over algorithms 
• The Micro-Travel Mindset: Saudi travellers consider a five-to-six-day holiday to be a short break, making Saudi Arabia the market with the broadest definition of short-form travel in the report 

Guy Hutchinson, president, Middle East & Africa, Hilton, said: “Travellers are increasingly focused on making their time away count, seeking experiences that reflect their own interests, priorities and aspirations. Whether exploring a new destination, reconnecting with loved ones or simply taking time to recharge, people are looking for travel experiences that enrich their lives long after they return home. We are privileged to welcome guests to more than 170 hotels across the Middle East & Africa today, and many more in the years ahead, helping them create meaningful memories wherever their journey takes them.”

The Rise of 'Ish'

Around the world, 54% of travellers report feeling pressure to create the “perfect” holiday, whether that’s visiting every must-see attraction, keeping everyone in the group happy or capturing the ideal social media moment. In response, travellers are embracing a more flexible mindset, accepting that the best trips aren't always the most carefully curated.

In the Kingdom, that shift is changing what defines a successful holiday. The hotel is no longer simply a place to sleep between sightseeing. It has become part of the experience itself, with 41% of Saudi travellers ranking staying in a great hotel among the top three indicators of a successful trip, alongside visiting new places and returning home feeling relaxed.

Wellness Rewired

Wellbeing is no longer an added benefit of travel; it is becoming one of the main reasons people choose to travel in the first place. Saudi travellers are increasingly seeking opportunities to slow down, reconnect with nature and return home feeling genuinely refreshed. More than half (56%) say they spend more time immersed in nature while travelling than they do at home, while for 34% of Saudi travellers, experiences centred around rest, recovery and holistic wellness have helped them grow or evolve through travel.  

Globally, this reflects a broader shift toward travel that supports overall wellbeing. Fresh air (79%), water-based wellness (61%), heat-based therapies such as saunas (54%) and air-based wellness including breathwork (50%) are all becoming increasingly important ways for travellers to slow down and recharge.  

Looking ahead, 29% of Saudi travellers hope to discover a new wellness or self-care practice during trips over the next 12 months, reflecting an appetite for travel experiences that can positively influence life beyond the journey itself. 

The Travel Trust Equation

Technology continues to play an important role in how people plan their trips, but personal recommendations remain the strongest influence on travel decisions. While 63% of global travellers trust AI to inspire their next holiday, only 26% of Saudi travellers trust it to build a complete itinerary. Saudi travellers are embracing new digital tools but continue to place their greatest trust in human recommendations - with friends and family voted as the most trusted source of travel advice.  

Travel loyalty is also emerging as the ultimate badge of travel expertise. In Saudi Arabia, 60% of travellers trust recommendations from people with elite loyalty status, elevating them to the role of unofficial travel advisor among friends and colleagues. Their real-world experience and proven travel credentials carry more weight than algorithms when it comes to planning trips. In fact, 36% of travellers admit they are jealous of a friend's loyalty status, highlighting the growing social value and influence of elite memberships. 

Once travellers arrive at their destination, this need for human expertise becomes even more valuable, with 70% of travellers globally trusting hotel team members. 

The Micro-Travel Mindset

Saudi travellers are redefining what a "short getaway" looks like, reflecting a broader shift towards more intentional and flexible travel. More than one in four Saudi travellers consider a five-to-six-day holiday to be a short break, making Saudi Arabia the market with the broadest definition of short-form travel in the report.  

Looking ahead, this mindset is expected to continue evolving. Among Saudi travellers planning to travel more often in the next 12 months, 34% expect to combine short and longer trips, while 31% plan to add more short trips, demonstrating a growing preference for travel that fits naturally around work, family and everyday commitments. 

Rather than travelling less, Saudi travellers are becoming more deliberate about how they spend their time away, seeking experiences that offer greater value, flexibility and personal fulfilment, regardless of trip length. 

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.