From Inheritourism to Hushpitality, Hilton and Globetrender have unveiled a report exploring five global travel trends for 2026, along with the rise of the 'Whycation’.

In 2026, travellers will increasingly be asking "why?" not "where?" – a shift that Hilton and Globetrender have called "The Whycation". Taking a Whycation isn’t about scratching destinations off a map, but instead using travel as a medium for building closer relationships with friends, family or oneself. The intention is primary, and the destination secondary.

Globetrender worked in close collaboration with Hilton’s global marketing and communications teams from February through October 2025 to decipher this emerging mode of travel, using a methodology that included a survey of 14,000 consumers across 14 countries conducted with Ipsos, insights from more than 5,000 Hilton team members and feedback from 1,000 Hilton Honors loyalty members.

“As travellers 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.”

A throughline of the Whycation is a widespread turn inward, even while stepping outward; travellers are seeking comfort in the familiar, staying closer to home and embracing time away as a moment for connection. Globetrender helped identify five definitive shifts – each one complemented by a series of smaller subtrends – that are outlined in greater depth in the report (access the Hilton microsite here). 

1. Inheritourism: travel runs in the family

While Zillennials (Gen Z and Millennials) are building lives, careers, and families of their own, they’re also “inheriting” travel preferences from their parents, from hotel choices and trip types to loyalty programs. Many of these adult children are clinging to family holidays, prompting a big question: who pays and who plays?

Almost half (44%) of parents travelling with adult children cover the entire trip, while only 14% of adult children pay for most or all – dropping to just 7% in the UK, 8% in the UAE, and 9% in the US.

2. Comfort as carry-on

The report’s second chapter addresses the various ways in which travellers are seeking out familiar comforts while journeying in unfamiliar places. That might mean seeking out hearty foods they know and love, ordering takeout to their hotel room or finding solace in a foreign grocery store.

It could also mean bringing pets along for the ride (64% seek pet-friendly accommodation) or prioritising brands they know and trust while travelling. In brief, travellers are blending new exploration with routine comforts. 

3. Generation Permutations: the expanded (and playful) family vacation

Our research revealed that generations aren’t always behaving as expected, with bold implications for how families travel. Parents are increasingly turning to their children as miniature concierges, helping plan trips and rekindle their own sense of wonder.

Family vacations are growing in scale, spanning multiple generations and adding complexity to planning. Some parents are organising one-on-one trips with individual children, while others are left out altogether as skip-gen travel (where grandparents and grandchildren travel together) continues to rise.

4. The US road trip returns

In the US specifically, we anticipate a great road trip revival. 2026 marks 250 years since the country was founded – a landmark celebration that will inspire citizens to retrace the magical, much mythologised routes that criss-cross the country.

For domestic hotels and hospitality brands, the opportunity is immense. This traveller profile relies upon hotels to keep their spirits high, and has certain expectations. Ninety per cent say a comfortable bed is the most important amenity after a day on the road, and 83% say free breakfast is a must-have.

5. Hushpitality: seeking sweet silence

Travel is becoming a chance to get some precious solo time and an escape from over-stimulating daily lives. Almost half (48%) of travellers are extending family vacations with solo time, while over half (54%) admit they’d take a business trip to get a break from their family or partner. Digital tools are rising to meet this expectation with digital check-in and AI-powered assistants helping to protect travellers’ peace.

The findings of Hilton’s 2026 Trends Report point to a new era of intentional travel – where calm, culture and connection take precedence over ticking destinations off a list. As travellers seek experiences that reimagine the meaning of a getaway, travel brands will need to adapt or risk being left behind. 

The full report offers a wealth of qualitative insights and actionable foresight for travel and tourism brands looking to stay ahead of evolving traveller expectations. To explore the trends in more depth, or to learn how Globetrender can help your brand forecast the future of travel, get in touch to arrange an orientation call.

View Hilton’s 2026 Trends Report