Zemi Miches Punta Cana All‑Inclusive Resort, Curio Collection by Hilton. Photo: © 2026 Hilton Travelers are moving away from the idea of the “perfect” vacation and increasingly looking for trips that fit more naturally into their lives, according to Hilton’s 2027 Trends Report.
The report, released September 29, is based on a survey of 14,744 travelers across 14 countries conducted by Morning Consult. It identifies five trends expected to influence how people plan and experience travel in 2027: “Perfectly Imperfect” travel, trust in travel advice, personal growth, reimagined wellness and shorter “micro trips.”
One of the clearest findings is that travelers are feeling less pressure to create an ideal vacation. Hilton found that 54% of respondents feel some pressure to have the perfect trip, while 24% said they try to accommodate the expectations of others.
At the same time, solo travel is increasingly being combined with social connections. Nearly one-third of travelers surveyed, or 31%, have taken a solo trip to meet friends or family at their destination.
Conrad Athens The Ilisian. Photo: © 2026 HiltonThe second trend focuses on trust at a time when artificial intelligence is becoming increasingly common in travel planning.
According to Hilton’s research, 70% of travelers consider hotel staff a trusted source of travel advice. Family members also play an important role, while loyalty program status can influence how travelers perceive recommendations.
Half of those surveyed said they trust recommendations from people with loyalty status more than recommendations from people without such status.
Photo: © 2026 HiltonHilton also found that travel is increasingly being viewed as an opportunity to learn something new rather than simply take a break from everyday life.
Three-quarters of respondents, or 76%, said having a trip booked gives them something to work toward. Meanwhile, 42% said a trip had helped them discover a new interest or passion.
Younger travelers showed an especially strong interest in bringing something home from their trips that they could continue developing, such as a new hobby or skill.
Hilton Quang Hanh Onsen Resort. Photo: © 2026 HiltonWellness travel is also changing, with travelers looking for experiences that combine nature, technology and human connection.
Some 65% of respondents said they actively seek experiences that help calm the body and reset, while 76% said travel allows them to recharge mentally and physically in ways that are difficult to achieve at home.
Nature is another important part of that equation. Nearly eight in 10 travelers, or 79%, said fresh air and contact with nature are essential to how they relax while traveling.
The final trend identified by Hilton is the rise of the “micro trip.”
Rather than waiting for a longer vacation, travelers are increasingly looking for shorter breaks that can fit around busy schedules. Some 67% said they like planning trips that allow them to experience many things in a short period, while 63% prefer centrally located accommodation with plenty of activities nearby.
What counts as a short trip varies considerably by market. In the United States, 88% of respondents consider fewer than three or four days to be a short trip. In Japan, 86% define it as less than two days, while travelers in Saudi Arabia and Germany were more likely to accept five to six days or longer as a short trip.
Hilton says these trends point toward a broader shift in how travelers define a meaningful vacation, with flexibility, personal interests, wellness and time becoming increasingly important factors.
The research was conducted between May 18 and June 1, 2026, among adults aged 18 and over who planned to travel within the following 12 months. Hilton commissioned Morning Consult to conduct the study.