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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 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.”
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