In 2026, travelers are changing how they plan their journeys — focusing less on where they go, and more on why they go. According to Hilton’s newly released 2026 Trends Report, titled The Whycation – Travel’s New Starting Point, next year’s travel decisions will be guided by emotion and intention rather than destination.
The study, conducted with Ipsos and based on a survey of 14,000 travelers across 14 countries (including Brazil), reveals a growing desire for trips that recharge the mind, reconnect people, and create meaningful memories. After years of “more is more” travel, 2026 will be defined by slower, more purposeful adventures — from tranquil escapes to nostalgic family road trips and passion-led journeys.
“As travelers seek more meaning from their journeys, trust and familiarity have never been more important,” said Chris Nassetta, President and CEO of Hilton. “Seventy-four percent of travelers value booking with brands they know and trust — proving that comfort and connection are at the heart of modern travel.”
The report, which also incorporates feedback from over 5,000 Hilton team members and 1,000 Hilton Honors members, identifies four key global travel trends for 2026.
1. Hushpitality: Seeking Sweet Silence
The new luxury is peace and quiet. Travelers are increasingly searching for destinations that allow them to disconnect from digital noise and daily demands. Nearly 73% of global travelers value digital check-in for a seamless, low-interaction arrival, and 27% say they communicate more digitally with hotels to streamline their stay.
Over half of Brazilian travelers add solo time before or after family trips.
27% of business travelers actively seek quiet moments alone during work trips.
2. Home Comforts Are the New Carry-On
Even on the road, travelers want a sense of home — bringing daily routines, favorite shows, and even pets along. Familiarity is becoming part of the travel experience.
80% of travelers find comfort in familiar foods, while nearly half cook their own meals away from home.
70% of Brazilian pet owners prioritize their pet’s needs when booking a trip.
72% of travelers want to explore personal hobbies while away, with 60% dreaming of taking extended sabbaticals.
3. Generation Permutations: The Playful Family Vacation
Families are rethinking how they travel together. Kids are becoming co-planners, and parents are rediscovering play through their children’s eyes.
73% of travelers with children say they’ll let kids help plan vacations.
Nearly 30% of family travelers are embracing “skip-gen” trips — where grandparents travel with grandkids.
84% of travelers will seek opportunities to play together, with 81% of Brazilian parents enforcing “no-screen” time during trips.
4. Inheritourism: Travel Runs in the Family
The travel habits we grow up with continue to shape us. Loyalty programs, hotel preferences, and trip styles are often passed down through generations.
66% say their parents influenced their hotel choices.
53% of families still travel with at least one adult child — and parents usually pay.
80% of Brazilian families value experiences over material gifts, seeking trips that connect them with local traditions.
As Hilton puts it, the next wave of travel is about starting with a why. Whether it’s a solo escape, a long-awaited family reunion, or a business trip that doubles as self-discovery, Hilton’s diverse portfolio of brands aims to turn every traveler’s intention into an experience worth remembering.
