Did you know 50% of travellers book restaurants before their flight? Surprising trends shaping 2025 travel

Did you know 50% of travellers book restaurants before their flight? Surprising trends shaping 2025 travel
Based on Hilton’s latest trends report, The Vacation Maximized, travel preferences are undergoing a transformation. The report sheds light on emerging habits and desires shaping global travel, from adventure-seeking tourists to the rise of sleep-focused vacations; these insights reveal how modern travellers are tweaking their stays to prioritise personal growth, wellness, and connection.
This year’s report also uncovers an interesting mix of innovation and nostalgia. Travellers are embracing astro-tourism, slow travel, and immersive local experiences, while also revisiting childhood memories through culinary and entertainment throwbacks. Meanwhile, distinct traveller profiles, including Gen Alpha influencers and solo adventurers, are steering the hospitality sector toward tailored offerings and novel experiences.
Here are some key highlights from the report:
Adventure Tourism on the rise:
69% of global travellers enjoy staying active during vacations, with 76% seeking accommodations offering diverse experiences. Additionally, 27% of travellers join tours or shared interest groups, and 28% aim for unique experiences, including outdoor adventures (20%).
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- Soft Travel: 22% of travellers prioritise self-discovery and mental health, embracing simplicity and spontaneity.
- Astro Tourism: Interest in space-themed travel is surging, evidenced by a 53% year-over-year booking increase in cities like Little Rock, Arkansas, during the 2024 Total Solar Eclipse.
- Multi-Generational Trips: These remain popular, especially in India, Mexico, and Saudi Arabia, with 37% of travellers vacationing with parents and 40% including extended family.
- Soft Travel: 22% of travellers prioritise self-discovery and mental health, embracing simplicity and spontaneity.
Sleep Tourism 2.0:
As sleep takes center stage in wellness trends, travellers are prioritizing rest on vacations:
- Nearly 50% of global travellers avoid setting alarms, while 40% select hotels to improve sleep quality.
- Emerging sleep trends include:
- Hurkle-Durkling: Intentional lounging appeals to 20% of global travellers, particularly younger generations (30% of Zillennials).
- Sleep Divorce: 63% report better sleep alone, and 37% prefer separate beds when travelling.
- Wellness Rooms: Sleep-centric amenities attract 70% of luxury travellers.
- Spas for Sleep: Over 25% book wellness treatments to enhance rest.
- Tech-Supported Sleep: Hilton predicts increased reliance on sleep-tracking apps and devices.
- Hurkle-Durkling: Intentional lounging appeals to 20% of global travellers, particularly younger generations (30% of Zillennials).
The Nostalgia Effect: Time Travel
According to Hilton’s report, nostalgia is a powerful driver for vacations, with 58% of travellers revisiting childhood destinations and 49% returning to the same places annually. Notable trends include:
- Sports Travel: Hilton’s sports revenue tripled from 2019 to 2024, with youth and amateur sports contributing 80%.
- Throwback Entertainment: Nearly 25% of travellers prioritize live entertainment, including nostalgic celebrity events and themed experiences.
- Culinary Nostalgia: Hotels like Tru by Hilton and Hampton by Hilton are incorporating nostalgic foods, from cereal bars to themed waffles. Tru hotels served over 70 tons of cereal in 2024, and Hampton celebrated its 40th anniversary with customized waffle creations worldwide.
Slow Travel: Immersive Local Experiences
Hilton highlights that slow travel emphasizes connecting with local culture, with 74% of travellers seeking local recommendations and 73% prioritizing authentic experiences with children. Secondary destinations like Sardinia and Bodrum are gaining popularity, with Hilton properties reporting significant increases in bookings.
Hilton’s data finds that sustainability is also key, with 62% valuing hotel sustainability programs and 73% aiming to minimize environmental impact.
Rising traveller types innovating the stay
- Gen Alpha: According to Hilton’s report, this tech-savvy generation influences Millennial and Gen Z parents’ travel decisions. Key preferences include kid-friendly activities, balanced menus, and Confirmed Connecting Rooms, which saw 1.4 million bookings from 2023 to 2024.
- MeMooners (Solo Travellers): Solo travel is growing, especially among Gen Z (55%) and Millennials (51%). Flexible dining spaces and personalized experiences cater to these travellers, with 44% seeking group activities and 25% traveling with pets. Hilton’s pet-friendly bookings doubled from 2023 to 2024.
- Frolleagues (Coworker Friends): Remote work has fueled demand for team retreats, with 25% of business travellers prioritizing team-building trips. Hilton’s group bookings reflect this trend, fostering collaborative and rewarding travel experiences.
Top corporate travel destinations
Hilton identified key destinations driving corporate travel in 2024:
- North America: Washington, D.C.; Atlanta, GA; Chicago, IL
- Asia Pacific: Beijing; Singapore; Bengaluru
- Europe, Middle East, and Africa: London; Dubai, UAE; Provincial markets
- South America: Rio de Janeiro; Bogotá, Colombia; Provincial hubs
Culinary Travel: Food as a Destination
Food is no longer just an aspect of travel—it’s the centerpiece for many. The report highlights a robust connection between dining and travel decisions:
- After accommodations, dining ranks as the second-highest budget priority in 2025.
- 50% of global travellers book restaurant reservations before flights, while nearly 1 in 5 leisure travellers plan trips around culinary experiences.
- Among luxury travellers, 60% prioritize hotels with top-tier restaurants.
Emerging culinary trends
- Health-Conscious Options: Hilton shares that retail snacks are evolving, with 54% of Americans incorporating snacks into daily eating and 25% favoring vegetarian or vegan options.
- Sober Curiosity Evolves: Tempo Drinking, a mindful approach to alcohol consumption, continues to grow, with countries like China (33%) and Mexico (32%) leading the trend.
- Garnishes Reimagined: Mixologists are elevating cocktail garnishes, transforming them into integral elements of craft cocktails.
Luxury travellers’ preferences
Luxury travellers are reshaping the industry, focusing on connection and disconnection simultaneously:
- Most luxury travellers travel to meet new people (80%) or disconnect from digital devices.
- Spending peaks between ages 40-60, with younger generations increasingly investing in luxury travel experiences.
Travellers’ priorities: Vacationing vs. Traveling
Hilton differentiates between two distinct travel styles:
- Vacationing: Focused on relaxation, with 71% of travellers seeking pampering and over 50% preferring not to leave their hotel.
- Travelling: More itinerary-driven, with 75% fearing missing out (FOMO) and 67% maintaining daily agendas.
Budgeting for travel in 2025
According to Hilton’s data, despite the financial challenges of travel, many are determined to prioritize their trips:
- 32% of travellers have already booked trips for 2025.
- While 55% prefer not to think about expenses during vacations, 82% wish they could afford more trips.
The role of technology in travel
Travellers are leaning into tech to enhance their journeys. Hilton’s data highlights that:
- 78% prefer booking entirely online.
- Digital Key technology saved 100 tons of plastic annually, with over 14.3 million keys downloaded in 2024.
Simultaneously, many travellers are incorporating digital detoxes into their routines:
- 24% avoid social media, and nearly 1 in 4 reduce device use while vacationing.
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