Hilton's 2026 Trends Report: The Rise of Quiet Travel

From "Where are we going?" to "Why are we going?" — 2026 is the year of the whycation. Hilton’s latest Trends Report reveals a powerful shift in global travel: journeys are no longer just about destinations, but about meaning. Travelers are prioritizing comfort, control, and connection — choosing experiences that reflect who they are and what they value. #HiltonForTheStay

“As travelers seek more meaning from their journeys, trust and familiarity have never been more important,” said Chris Nassetta, president and chief executive officer, Hilton. “This year’s report shows that 74% of travelers value booking with brands they know and trust, a clear signal that comfort and consistency are essential in today’s travel landscape. More than ever, it’s the feeling behind the trip that’s guiding where the journey begins.” All I could think of was brand consistency which also relates to creating customer loyalty. Every touchpoint, from the tone of a confirmation email to the warmth of a front-desk greeting, to the check-out itself, reinforces a sense of familiarity that guests instinctively seek. When a brand delivers the same quality, care, and emotion across every guest journey, the hotel becomes a trusted companion in travel. That’s the foundation of customer loyalty: the comfort of knowing exactly how you’ll feel the moment you arrive. #HospitalityLeadership #BrandConsistency #CustomerLoyalty #EmotionalBranding #GuestExperience #HospitalityExcellence #TravelTrends #BrandTrust #ServiceCulture #LeadershipInHospitality #Hilton #Trendsreport

⏳ Time is the new currency of luxury travel. Affluent travelers aren’t just chasing five-star hotels or private jets — they’re chasing time back. Every seamless transfer, pre-arranged itinerary, and invisible concierge touchpoint isn’t a perk; it’s an investment in their most precious resource. In our latest article, we explore why time, not price, defines modern luxury and how savvy travel brands can position themselves as stewards of moments, not just experiences. From behavioral psychology insights to real-world examples, it’s a guide for operators, hoteliers, and DMCs ready to future-proof their value proposition. 💡 If you’re building luxury experiences, ask yourself: are you selling a trip, or are you selling time well spent? Read the full article here: https://lnkd.in/dFyj3PkU #LuxuryTravel #DigitalTravelExpert #TravelMarketing #TimeIsLuxury

Why the 1% Travel Market Has Become Its Own Universe: - The ultra-luxury travel market has separated from traditional economic indicators, with demand among the ultra-wealthy remaining strong regardless of broader trends. - Service expectations have radically shifted, with hyper-personalization and obsessive attention to guest preferences becoming the new standard. - Luxury hotels are investing heavily in intelligence, data, and specialized staff to deliver unprecedented levels of customized experiences for a select clientele. https://hubs.li/Q03RbLWl0

From this weekend: Why the 1% Travel Market Has Become Its Own Universe: - The ultra-luxury travel market has separated from traditional economic indicators, with demand among the ultra-wealthy remaining strong regardless of broader trends. - Service expectations have radically shifted, with hyper-personalization and obsessive attention to guest preferences becoming the new standard. - Luxury hotels are investing heavily in intelligence, data, and specialized staff to deliver unprecedented levels of customized experiences for a select clientele. https://hubs.li/Q03RcChw0

Nine schools in twelve years shaped an edge for The Greatest Assist founder that few ever develop: social dexterity. The outcome? Multi-dimensional taste, fluid interests, and a profoundly open mind that benefits every client. Our latest editorial explores why that edge matters in luxury solo travel, why most advisors and hospitality brands claiming expertise fall short, and how lived experience separates the authentic from the performative. Read the full edit here: https://rebrand.ly/8nuekxi #travel #luxurytravel #solotravel #hospitality

The next wave of luxury travel isn't about excess. It's about scarcity. Our latest Intel is out, diving into the definitive 2026 travel trend: The Demand for Calm. Reports from Hilton, Expedia, and Skyscanner all confirm travellers are prioritising rest and recharge and paying a premium for unique, low-interaction accommodation. As the industry moves toward quietude, your marketing needs to get louder - and smarter... Read Our Intel - the Demand for Calm: https://lnkd.in/espWwuXN #TravelTrends #HospitalityIndustry #BoutiqueHotel #PRStrategy #DigitalMarketing #RevenueGeneration #Hushpitality #FounderMindset #LuxuryTravel

Luxury travel is evolving and so are traveller expectations. While five-star hotels and first-class flights will always have their place, today’s affluent travellers are seeking something more intimate: privacy, connection, and shared experiences with their inner circle. This shift has driven a surge in private group travel… Bespoke journeys designed for families, friends, or corporate teams who want exclusivity without sacrificing togetherness. For luxury brands, this actually presents a great opportunity: ✨ Reframe your marketing around collective luxury, highlighting experiences that foster shared memories ✨ Speak directly to the decision-makers, from executive assistants to family organisers, who plan these trips. ✨ Ensure your digital presence and brand identity reflect readiness for groups, from personalised itineraries to seamless booking flows. Private group travel is redefining what “luxury” means. Brands that embrace this change, blending exclusivity with connection, will stand out in a rapidly expanding $4.8 trillion market. Read the full article in the comments to explore how to capture this growing segment. #LuxuryTravel #TravelMarketing #GroupTravel #LuxuryBrands #TravelTrends

📊 TravelBoom 2026 Study reveals shifting travel behaviors in the U.S. ✈️ TravelBoom Hotel Marketing’s 2026 Leisure Travel Study uncovers how rising costs, evolving tech, and lifestyle changes are reshaping American leisure travel. Flexibility, personalization, and trust now drive booking decisions, while Gen Z and millennials rely heavily on AI tools and seek authentic cultural experiences. Direct bookings are on the rise, loyalty programs are expected to deliver immediate rewards, and travelers prioritize food and entertainment as key motivators. Hotels that adapt will capture the next generation of travelers. 👉 Explore the full study to understand how to meet changing consumer expectations and boost direct bookings: https://lnkd.in/gr48Zb4x #TravelTrends #HotelMarketing #DirectBooking #ConsumerInsights brandon scott

Travel is booming again. And has a new driver: The Strategic Spender. Data from the World Travel Market (WTM) London shows travelers aren't just booking trips, they're making calculated investments in (emotional) experiences. → 50% of travelers are seeking discounts → Yet, long-haul trips and longer stays are increasing. This isn't a contradiction. It's a strategy. Travels are saving on basics to splurge on other experiences and things that matters to them. What does this mean for your hotel? The budget-conscious guest might skip the hotel restaurant to afford a 3rd night. The luxury seeker might book a cheaper flight to pay for a private guided tour. The winning strategy? 1) Bundle experiences with stays. 2) Create transparent pricing tiers. 3) Communicate the unique value of a longer visit. Are you catering to the Strategic Spender? #TravelTrends #Hospitality #HotelMarketing #RevenueManagement #BusinessStrategy