Hilton’s 2025 Annual Trends Report has revealed a new era in global travel, coining 2025 as the ‘Year of the Travel Maximizer.’ The comprehensive study sheds light on how a surge of post-pandemic travellers seek to redefine their leisure experiences by balancing high-impact adventures with restorative getaways. With buzzwords like “Go Getaway,” “Hurkle-Durkling,” and the growing trend of “Frolleagues,” Hilton’s findings depict a fascinating evolution in travel preferences, spotlighting how consumers are aiming to have it all in the coming year.
Rethinking Travel in 2025: The New ‘Maximizer’ Mindset
Hilton’s CEO Chris Nassetta commented on the transformative nature of travel in the upcoming year: “Our 2025 Trends Report uncovers what has been simmering for years—the intersection of work and play, of relaxation and adventure, of being alone but together. Travelers don’t just want to choose their own adventure—they want to maximize every moment of their time away.”
The global hospitality leader’s research, which analyzed data from over 13,000 travellers in 13 countries and leveraged insights from more than 4,100 Hilton team members, unveils a fresh dichotomy in the travel space. Travellers are no longer content with conventional getaways. Instead, they seek versatile experiences combining adventure, technology, wellness, and a chance to rejuvenate.
Emerging Travel Trends: From ‘Go Getaways’ to ‘Frolleagues’
Among the most eye-catching trends are concepts such as “Go Getaways,” “Hurkle-Durkling,” and “MeMooners.” Let’s delve into what these trends entail and how they are shaping the future of leisure travel:
- Adventure-Seeking Go Getaways:
Hilton’s research reveals that 70% of global travellers now prefer activity-rich holidays, with 1 in 5 specifically planning outdoor adventures. This aligns with the trend toward “Go Getaways,” where traditional relaxation is complemented by adventure pursuits, redefining the idea of leisure. - Sleep Retreats and ‘Hurkle-Durkling’:
On the opposite spectrum, travellers equally embrace the art of slowing down. The Scottish term “Hurkle-Durkling,” meaning to lounge lazily in bed all day, is gaining traction, with 20% of global travellers indulging in such experiences during their vacations. - Rise of ‘Frolleagues’ and ‘MeMooners’:
With nearly 30% of global travellers now embarking on leisure trips with colleagues-turned-friends – coined as “Frolleagues” – the blending of work and play is more apparent than ever. Meanwhile, “MeMooners,” a growing demographic of solo travellers, are exploring the world on their terms, often accompanied by their pets or a good book.
The Dichotomy of ‘High-Tech Travel’ vs. ‘Digital Detox’
The report also highlights a paradox emerging in the realm of technology. A counter-trend is forming as 63% of travellers prioritize high-tech features such as digital room keys and seamless check-ins. Nearly a quarter of global travellers (24%) now intentionally disconnect from social media and digital devices during their holidays, embracing the growing “Digital Detox” trend. This juxtaposition between convenience and conscious disconnection will shape travel experiences in the coming year.
Nostalgic ‘Time Travel’ and the Allure of ‘Slow Travel’
The intersection of the familiar and the new is also apparent in 2025’s travel landscape. Over half of the global family travellers (58%) are drawn to revisiting destinations they explored as children, giving rise to the phenomenon of “Time Travel,” where parents pass down memories to the next generation. In contrast, 25% of leisure travellers are turning to “Slow Travel” – spending extended periods in destinations to immerse themselves in local culture.
Pet-Friendly Adventures and the Gen Alpha Effect
As the trend of pet-friendly travel surges, 25% of solo travellers, or “MeMooners,” opt to bring their furry companions along. Children are becoming primary decision-makers in family travel, with 70% of families choosing vacation spots based on Gen Alpha’s preferences. This shift signals the increasing influence of the youngest generation in shaping travel choices.
Culinary Exploration and the Rise of ‘Tempo Drinking’
Food remains a top travel driver, with nearly 1 in 5 leisure travellers seeking unique dining experiences. A staggering 50% of global travellers book restaurant reservations before even arriving at their destination. Meanwhile, the rise of “Tempo Drinking” – a mindful approach to moderating alcohol consumption—continues to gain popularity, with 1 in 4 travellers reducing their intake in the past year.
From Inner Discovery to Outward Cheering: The ‘Soft Travel’ Surge
More than 20% of travellers now embark on journeys centred around self-discovery or mental wellness, embracing the concept of “Soft Travel,” which prioritizes simplicity and spontaneity. This softer, more reflective approach to travel is further balanced by a surge in sports tourism, with Hilton’s sports sales revenue tripling between 2019 and 2024.
Hilton’s Strategic Adaptations to Meet Evolving Travel Needs
Hilton is rolling out strategic partnerships and expanding its offerings to cater to the diverse needs of today’s travellers. The company has added nearly 400 boutique properties from the prestigious Small Luxury Hotels of the World (SLH) collection, broadening its luxury footprint. Hilton’s exclusive partnership with outdoor hospitality brand AutoCamp is poised to provide unique outdoor experiences that appeal to adventurous travellers seeking new frontiers.
Hilton’s innovative approach underscores its commitment to staying at the forefront of industry trends, providing elevated and memorable experiences for every traveller. For more information on Hilton’s future-facing strategies and to read the full 2025 Trends Report, visit Hilton’s 2025 Trends Report.
Conclusion: Embracing the Future of Travel
With 2025 set to be the Year of the Travel Maximizer, Hilton’s forward-thinking insights reveal a world where travellers want to strike the perfect balance between adventure and relaxation. As new trends continue to shape the global travel landscape, hospitality providers must remain agile, catering to a customer base that demands high-impact experiences and moments of tranquillity. Hilton CEO Chris Nassetta said, “This new data reveals a fascinating dichotomy and growing focus on experiences that will keep us on our toes, constantly evolving to meet the needs of tomorrow’s traveller.”
Written by: Christine Nguyen
