Hilton Predicts 2026 as the Year of the Purposeful ‘Whycation’
Hilton’s 2026 Trends Report identifies a growing global shift toward purpose-driven travel, calling 2026 the year of the “whycation.” Based on insights from 14,000 travelers across 14 countries, as well as Hilton team members and Hilton Honors members, the report reveals that travelers are increasingly asking not “Where are we going?” but “Why are we going?”
One key theme, “Hushpitality,” highlights a growing desire for calm and solitude. Nearly half of respondents said they plan to extend vacations for solo time, while 54 percent would take a business trip for personal escape. Digital convenience is also key, with 73 percent valuing streamlined, contactless check-in.
“Home Comforts” reflects travelers’ craving for familiarity. About 80 percent find comfort in familiar foods, 48 percent cook while away, and 77 percent enjoy exploring grocery stores abroad. Pet owners are also shaping travel decisions, with 64 percent prioritizing their pets’ needs when booking trips.
The “Generation Permutations” trend underscores the evolution of family travel. Three-quarters of parents encourage children to help plan vacations, and 30 percent embrace skip-generation trips where kids travel with grandparents. Meanwhile, 84 percent of families plan unplugged playtime, setting aside devices to connect more deeply.
Hilton also predicts a revival of the classic American road trip leading up to the U.S. 250th anniversary in 2026. More than 60 percent of travelers won’t drive over five hours without stopping for a hotel, and 83 percent say free breakfast is a must-have.
The full report positions Hilton at the forefront of hospitality’s next era—one centered on meaning, connection, and purpose.
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