Travellers in 2026, according to Hilton’s newly released 2026 Trends Report, “The Whycation – Travel’s New Starting Point,” are redefining the journey and choosing trips that begin with purpose, not just a place. The question won’t be, ‘Where are we going?’ instead it will be, ‘Why are we going?’

The report – which included insight from 14,000 travellers across 14 countries and launched alongside a media breakfast at ILTM North America, hosted by Brooke Thomas, Global Head, Curio Collection by Hilton, and Feisal Jaffer, Global Head, LXR Hotels & Resorts – noted that travel is now driven by emotional motivations. These include the desire to rest, the urge to reconnect and a longing for experiences that feel meaningful. This comes as a change following years of “more is more” travel, according to Hilton.

“I think the idea of this ‘Whycation’—instead of saying ‘What are we doing?’ and saying ‘Why are we going there?’ signals a shift to intentional travel,” said Thomas. “I think what a lot of us saw the last few years was a rush to travel, to go back to these incredible destinations around the globe. Now, people are taking a moment to slow down and reflect.”

Hilton broke the findings down into four key trends:

Hushpitality: Seeking Sweet Silence   

In 2026, travellers will look for destinations where they can “dial down life’s distractions.”

To that point, nearly half (48%) of travellers are making space for solo time by adding extra travel days before or after family vacations, while more than half (54%) say they would take a business trip to get a break from their family or partner.

In addition, nearly three-quarters (73%) of travellers value digital check-in, while 27% are communicating with hotels more than they used to, favoring tech that enables ease and quick responses.

Home Comforts are the New ‘Carry On’

Travellers are seeking comfort and a sense of home while away. They’re bringing everyday routines along for the ride, such as their favourite streaming show or even their pets. Many are also taking this time to recharge and pursue personal passions.

Nearly four in five travellers say they find comfort in familiar menu items and almost half (48%) cook their own meals while away. At the same time, 77% enjoy “grocery store tourism,” browsing the food aisles while abroad – embracing everyday rituals with a local flavour.

Among those who travel with their pets, 64% said they prioritise their pet’s needs over their own when booking a trip. Even 75% of plant parents factor watering into their vacation prep.

When it comes to pursuing hobbies, 72% of travellers expressed a desire to take time off to explore a personal passion.

Generation Permutations: The Expanded (and Playful) Family Holiday

Children aren’t just enjoying the family vacation – they’re helping shape it. To that point, parents aren’t just announcing where they are going, they are planning through their kids’ eyes, while also tapping into their own sense of curiosity and play.

In fact, 73% of those globally who travel with their children or grandchildren expect to actively encourage the kids to help plan the family vacations, with 78% agreeing their children inspire them to try new things while away. 

Beyond the typical family trip, nearly 30% of travellers who holiday with children are embracing skip-gen trips, while 50% of parents with multiple children are taking trips with one child at a time to create special moments and bonding opportunities.

That said, parents are still setting some rules while travelling. In 2026, 84% of travellers will seek out opportunities to play together as a family, with more than half (58%) of parents and grandparents initiating periods of “no screen time” during their getaway to keep everyone engaged.

Inheritourism: Travel Runs in the Family  

As children grow up, many continue travelling with their parents, bringing familiar preferences shaped by years of shared travel. From hotel choices to loyalty programs, parental influence still plays a key role in moulding how travel evolves across generations.

Specifically, two-thirds of travellers say their hotel choices have been shaped by their parents, with 58% saying the same about loyalty programs. Another 73% said their overall travel style has been influenced by their family.

Interestingly, more than half (53%) of families are travelling with at least one adult child – and, in most cases, the parents are picking up the tab. Just 11% of adult children globally cover the full cost of their trip.

What are these travellers looking for? According to Hilton, close to 70% of families are seeking experiences that connect them to local traditions and more than half (52%) are planning trips to learn about family roots.