Travellers are seeking ‘emotionally motivated’ trips, says Hilton

Global travellers are seeking trips that are “driven by emotional motivations”, including the desire to rest, reconnect and have meaningful experiences, according to Hilton’s 2026 trends report.

The hotel group surveyed 14,000 consumers across 14 countries and found that people are “choosing trips that begin with purpose, not just a place”, in what is being dubbed as the rise of ‘whycations’.

Findings also show that British travellers are prioritising trips that aid personal growth, with 41% of those travelling with children planning holidays around educational experiences and 66% open to taking time off work to pursue a personal passion.

Brits are also leading the charge when it comes to making travel plans for the upcoming year – 46% have already booked at least one trip for the next 12 months, which is “significantly more” than any other country surveyed.

The report also found that 49% of British leisure travellers who holiday with their children plan to travel with adult children, while 35% of Brits add solo days before or after family trips.

Road trips are also increasing in popularity, with 61% of Brits surveyed prepared to drive to their destination in the next 12 months.

Simon Vincent, Hilton’s executive vice-president and president of EMEA, said: “Hilton’s 2026 Trends Report confirms that travel remains a top priority, with people looking for added meaning in every trip they take. Today’s travellers are choosing to reconnect with friends and family, explore new cultures and enjoy culinary escapes abroad.

“With nearly 8,800 hotels worldwide, Hilton is focused on delivering the comfort, reliable and friendly service and choice travellers expect – alongside experiences that reflect how they want to spend their