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

LONDON, UK – 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, today's travellers are embracing an "-ish" approach to travel (healthy-ish, adventure-ish, local-ish) mixing and matching experiences that feel personally rewarding.

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

1. The Travel Trust Equation - In the age of AI, mum still knows best, with family remaining Brits' most trusted source of travel advice 
2. Status Seekers - Travel loyalty has become the new status symbol worthy of sparking jealousy amongst travel companions  
3. Boomer Goals - As younger travellers tire of chasing the perfect trip, Boomers are championing a more spontaneous, pressure-free approach to travel 
4. The Beforeglow - The holiday boost starts at booking - simply having a trip planned boosts purpose, motivation and wellbeing long before departure 
5. Optimisation Era - For Gen Z, holidays are becoming a tool for self-improvement rather than escape 
6. Wellness Rewired - Nature is the new must-have, with outdoor spaces now valued more than hotel pools 
7. The Micro-Travel Mindset - More Brits are swapping one big annual holiday for a series of shorter, experience-led escapes throughout the year

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

AI may be transforming travel, but it hasn’t replaced the human touch. Family and friends still remain the biggest influence on holiday decisions, with Gen Z more than twice as likely as the general population to turn to their mum for travel advice.

• Family (84%), friends (81%) and hotel staff (71%) remain the most trusted sources of travel advice, ahead of AI tools (45%)
• Among Gen Z who trust a family member as their most trusted source, 30% would first turn to their mum for travel recommendations, more than double the national average (12%), while dads remain a less common sounding board (13% of Gen Z vs 8% overall)
• Whilst social media may provide the inspiration for an upcoming trip, when it comes to finding hidden gems, Brits are more likely to turn to hotel staff (26%) over influencers (10%)

Status Seekers: Loyalty envy takes off

Travel loyalty programmes have entered a new era: where status matters as much as savings.

• More than a third of Gen Z (37%) admit they feel jealous of friends with higher travel status. From lounge access to room upgrades, travel rewards are becoming social currency, with exclusive benefits now carrying as much value as the trip itself
• Almost a third of Gen Z (27%) belong to a travel loyalty programme
• 41% of Gen Z view travel status as a sign of personal success
• Nearly six in ten Gen Z (58%) believe people with elite travel status have greater influence over group travel decisions

Boomer Goals

In contrast to the younger generation’s optimisation obsession, Boomers are making a compelling case for doing less. As younger travellers grow weary of optimising every moment, the next big trend could see them embrace the Boomer mindset and live in the moment.

• Almost a third (29%) of Gen Z said they experience pressure over feeling there’s a right way to travel compared to only 6% of Boomers
• Only 18% of Boomers stick to a strict itinerary, compared with 41% of Gen Z - with more than half (53%) of Boomers favouring a spontaneous approach to travel
• Nearly three quarters of Boomers (72%) say they never feel pressure when making travel decisions, compared to 27% of Gen Z

The Beforeglow

Three quarters (75%) say having a trip booked gives them a sense of purpose and something to work towards, indicating that the holiday starts long before the suitcase comes out. In fact, the simple act of booking a trip is giving people a much-needed psychological lift, offering a sense of excitement, motivation and escape weeks, or even months, ahead of departure.

• Six in ten (60%) say having a holiday booked helps them stick to personal goals
• More than half (53%) use travel to mark important life moments
• Over a quarter (27%) seek a new perspective through travel, which changes how they view their everyday life

Optimisation Era

As self-optimisation culture continues to influence every corner of life, it's also set to reshape holidays in 2027. Travellers will see time away as an opportunity to return home levelled-up. For Gen Zs, travel is becoming a gateway to the life they're trying to build, seeing holidays as a chance to kick-start a healthier lifestyle (28%), and they are more likely to make a life change after returning from a holiday (63%).

• For nearly three quarters of Gen Z (74%) having a trip booked motivates them to stick to personal goals with a quarter of Gen Z (26%) valuing an education goal when travelling
• 32% of Gen Z and 36% of millennials say sticking to their fitness routine is a non-negotiable on holiday
• Fitness challenges are a top travel goal for Gen Z. Over a quarter (26%) have achieved goals such as completing a marathon - compared to 13% of the general population

Wellness Rewired​

In addition to infinity pools and all-inclusive buffets, Brits are now seeking less expected amenities. The top priority for British travellers is the chance to switch-off in nature, with gardens (40%) now outranking the hotel pool (33%) when it comes to their accommodation must-haves.

• Three-quarters of Brits (76%) say fresh air and time outdoors are key to how they relax on holiday
• Almost half (47%) use travel to spend more time immersed in natural settings like forests, mountains and coastlines
• A quarter of Brits (25%) say bucket-list wildlife and nature experiences on holiday are a better growth experience than learning a language (18%), a physical challenge like running a marathon (13%) and wellness experiences (23%)

The Micro-Travel Mindset

The era of the 'big holiday' is giving way to something more flexible. Among those UK travellers who plan to travel more in the next year, 65% say they will do short trips (less than 3-4 days).

• 35% of micro-travellers are motivated by the desire to tick more destinations off their travel lists
• 26% value the spontaneity shorter breaks allow
• More than half (56%) plan a micro-trip that allows them to experience a lot in a short space of time, rising to 74% among Gen Z

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.