Published in October 2026, Hilton's 2027 Trends Report has been created in partnership with Globetrender, and supported by global consumer survey data from Morning Consult.
Hilton's 2027 Trends Report reveals a broader behavioural shift as global travellers redefine what it means to travel well, prioritising flexibility and experiences that continue to enrich their lives long after they return home.
Backed by a global survey of over 14,000 travellers, including Brits, the report explores the travel trends expected to influence how people plan, book and experience travel in 2027.
Simon Vincent CBE, executive vice president & president, EMEA, Hilton said, "Travellers are increasingly focused on making their time away count. Rather than chasing a one-size-fits-all idea of the perfect trip, they're looking for experiences that reflect their own interests and priorities.
"Our job is to help guests make the most of every trip; whether they’re exploring a new destination, reconnecting with loved ones, taking time to switch off – or even a little bit of everything. With a portfolio spanning everything from luxury retreats and city-centre collection hotels to family-friendly resorts and extended-stay brands, Hilton offers travellers the choice and flexibility to find the experiences that are right for them."
Globetrender helped identify five definitive shifts – each one complemented by a series of smaller subtrends:
The Rise of 'Ish'
The Travel Trust Equation
Growth Getaways
Wellness, Rewired
The Micro-Travel Mindset
Globetrender is the world’s leading travel trend forecasting agency.
Our reports are produced by award-winning journalists and forecasters. We identify trends as they are emerging, backing them up with case studies, expertly sourced data and industry thought-leadership to help travel companies shape their product for the traveller of tomorrow.
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