Hilton deemed 2024 as the Year of the Great Recharge, where sleep retreats made headlines, mindful drinking rose in popularity and wellness-themed guest rooms took off. Today, as the post-pandemic leisure travel boom normalizes, travelers surveyed in Hilton’s annual Trends Report are looking to pair their desire to relax and recharge with high-impact adventures and experiences to maximize their time and financial investment.

“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,” Hilton President and CEO Chris Nassetta said in a statement. "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 traveler.”

Report findings were uncovered after global research, involving 13,000 travelers across 13 countries, feedback from over 4,100 Hilton team members and in-depth interviews with dozens of Hilton travel experts. Trend highlights include:

• Go Getaways: 7 in 10 global travelers enjoy being active when they travel, with 1 in 5 leisure travelers planning outdoor adventures in 2025.
• Sleep Retreats & Hurkle-Durkling: 1 in 5 global travelers indulge in Hurkle-Durkling, the Scottish phrase for “lounging in bed all day” while on vacation, and more than a quarter of travelers will book a spa or wellness treatment to enhance their sleep.
• High-Tech Travel: 63 percent of travelers place importance on having the option of a digital room key, allowing them to go straight to their room without stopping at the front desk.
• Digital Detox: 24 percent of global travelers admit to disconnecting from social media more than they used to during vacations. Will Travel for Food: Nearly 1 in 5 of global leisure travelers seek out new restaurants or culinary experiences, with 50 percent of travelers booking restaurant reservations before their flights.
• Sober Curiosity Evolution: In just the past year, 1 in 4 global travelers has either reduced or stopped their consumption of alcohol, reflecting the growing Tempo drinking trend or the mindful practice of moderating the pace and volume of drinking alcohol.