The Great Rebalance: Hilton’s 2027 Trends Report Reveals Why Travellers In Türkiye 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 Türkiye, the report explores the travel trends expected to influence how people plan, book and experience travel in 2027.
• The top trends shaping Turkish travel in 2027 are 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.

TURKIYE – 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.

Hilton’s 2027 Trends Report is backed by extensive global research, including a survey of over 14,000 travellers across 14 countries conducted in partnership with Morning Consult, with five key trends expected to shape travel in the year ahead.

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 Travel Trust Equation: Human Expertise Makes the Difference  

In an era of AI-powered travel planning, trust is becoming the ultimate differentiator. As travellers navigate a growing mix of digital tools, personal recommendations and loyalty programs, they’re relying on each in different ways throughout the travel journey. Together, these shifts are creating a new Travel Trust Equation, where AI accelerates discovery, human expertise provides confidence and loyalty validates experience. 

• In Türkiye, trust in artificial intelligence takes on an even more pronounced role when making key travel decisions. 
• When it comes to choosing a hotel, Turkish travellers place artificial intelligence tools on par with human connection, with 20% trusting AI most for this decision - tying directly with family members (20%) and outpacing recommendations from friends (15%). 

Growth Getaways: Travel That Changes You 

Travel is becoming more than a break from everyday life, as it is increasingly viewed as a catalyst for personal growth. For Turkish travellers, the pursuit of personal growth is deeply tied to self-reflection, restorative wellness, and the hotel experience itself as a core measure of a trip's success. 

• Among Turkish travellers planning a solo trip in the next 12 months, 39% cite "having time for personal reflection or growth" as a top appeal, ranking first globally ahead of Korea (34%) and India (33%). Additionally, 51% choose solo travel to "relax and recharge," placing Türkiye second highest globally behind Japan (55%). 
• When defining the signs of a good holiday, 58% of Turkish respondents emphasise "coming back feeling more relaxed and refreshed", tying with Korea at 58% and following Japan at 65%. Furthermore, 40% state that "staying in a great hotel" is a primary indicator of a successful trip, landing Türkiye within the hotel-centric nations globally alongside the UK (43%), Saudi Arabia (41%) and Japan (41%). 

Wellness Rewired: Nature Becomes the New Reset

As travellers seek greater balance in their lives, they're returning to nature's oldest remedies. For Turkish travellers, they are increasingly blending the digital and the analog to enhance wellbeing, support restoration and connect more deeply with themselves, their surroundings and others. 

• 50% of Turkish travellers strongly agree that fresh air and time outdoors are essential to how they relax while traveling, ranking Türkiye fifth highest behind Brazil (54%) and Colombia (52%). Furthermore, 40% strongly agree that they actively seek out experiences to reset their nervous system and calm their body. 
• 34% of respondents in Türkiye strongly agree that they are more likely to engage in water-based wellness experiences (e.g., pools, bathhouses, cold plunges) while traveling, making Türkiye the sixth highest market globally. 
• Türkiye's top three property amenities with a major booking impact are outdoor relaxation spaces, rooftop/infinity pools with a view, and deep rest/sleep spaces. Specific booking impact drivers of Turkish holiday makers include outdoor relaxation spaces (45%), an on-site pool (36%) and on-site spa with water- based treatments (31%). 

The Anti-Micro-Travel Mindset

While global travellers increasingly adopt shorter, but more frequent getaway formats, Turkish holiday makers are charting the exact opposite path by spearheading a worldwide movement toward extended travel. 

• Globally, increased travel frequency is split across a mix of short and long trips for a third of travellers planning to travel more. However, among travellers planning to increase their travel frequency in the next 12 months, Türkiye (54%) leads the push for long trips globally. Instead of quick weekend resets, Turkish travellers prioritise extended journeys to maximise their time away. 

Additional Turkish Findings 

• While financial constraints are the most common driver of travel anxiety globally, in Türkiye, the social pressure to create the perfect family trip (33%) outweighs financial limitations as a primary source of travel stress.
• When booking travel, 50% of Turkish holidaymakers state that balancing price and quality is the single most important factor guiding their choice.  
• To simplify their mornings while away, 43% of travellers in Türkiye strongly agree that they look for hotels offering complimentary breakfast.  
• Seeking new horizons, 47% of Turkish travellers strongly agree that they prefer visiting unexplored destinations that neither they nor their friends and family have experienced before.   

For more information on the trends shaping travel in 2027, read the full Hilton 2027 Trends Report at stories.hilton.com/2027trends. To start planning your next stay, visit Hilton.com.