Hilton’s 2026 Trends Report Shows Travelers Are Choosing Intentional Itineraries

The Rise of the Whycation — Hilton’s 2026 Trends Report reveals a powerful shift in how people travel: it’s no longer just about where they’re going, but why. This new mindset, dubbed the “whycation,” reflects a growing desire for emotionally meaningful, purpose-driven journeys.

Key Insights from Hilton’s 2026 Report

1. Purpose Over Place
- Travelers are choosing trips based on emotional motivations: rest, reconnection, and personal growth.
- 2026 marks a departure from “more is more” travel toward intentional experiences.

2. Hushpitality: Seeking Silence
- People crave calm and quiet. Destinations that offer peace and digital ease (like streamlined check-ins) are in demand.
- 73% of travelers value digital check-in; 27% prefer tech-enabled communication with hotels.

3. Comfort & Familiarity
- Travelers are bringing home with them—literally. From streaming shows to pets and even plants, comfort is key.
- 64% of pet owners prioritize their pets’ needs over their own when booking trips.
- 87% of Mexican travelers enjoy “grocery store tourism”—exploring local food aisles abroad.

4. Family Travel Gets Playful
- Kids are co-planners now. 85% of Mexican families encourage children to help plan vacations.
- “Skip-gen” trips (grandparents traveling with grandkids) and one-on-one parent-child getaways are on the rise.

5. Inheritourism: Travel as Legacy
- Travel habits are passed down. 73% of global travelers say their travel style is shaped by family.
- 63% of Mexican families plan trips to explore their roots and connect with traditions.

What It Means
Hilton’s report suggests that travelers in 2026 want comfort, control, and connection. Whether it’s a solo escape, a nostalgic road trip, or a multi-generational adventure, the journey starts with a “why”—and brands that offer trust and familiarity are leading the way.