Hilton Hotels’ 2026 Trends Report showcases a significant transformation in travel motivation—the so-called “whycation,” basically, a fundamental shift where travelers begin planning not with destinations in mind, but with clear intentions about what they hope to gain from their journeys.
According to the report, this movement represents a global shift in mindset, where travelers are increasingly driven by emotional motivations rather than simply checking locations off a list. The data shows that travelers are hitting the road to experience something specific, learn something new, or break free from their everyday routines.
Hilton Travelers Report: A Deep Dive
The value placed on travel time has reached remarkable heights. Half of all travelers surveyed indicate they would accept a pay reduction in exchange for unlimited time off, demonstrating how deeply travel has become integrated into personal priorities. Even more striking, 44 percent state they would leave their current employment if vacation requests were denied, signaling to employers the critical importance of respecting time away.
Cultural immersion has emerged as a powerful catalyst for travel. Thirty-five percent of travelers now build entire itineraries around specific entertainment or sporting events, reflecting a desire for curated experiences that align with personal interests rather than generic sightseeing.
The report also reveals candid insights about travel as a personal sanctuary. Fifty-four percent of business travelers admit they would book work trips specifically to gain respite from family obligations. This aligns with the one in five travelers who explicitly cite family separation as their primary travel motivation for the coming year, highlighting the role of travel in providing necessary personal space.
Professional growth through travel continues to gain momentum, with 72 percent of travelers seeking opportunities to explore their personal passions, skills or hobbies during their time away. This trend connects with broader desires for meaningful experiences that extend beyond typical vacation activities.
Nature-based travel remains a consistent priority, with 37 percent of respondents planning trips specifically to spend time outdoors. According to Hilton’s global research, 56 percent of respondents identify “rest and recharge” as their primary motivation for leisure travel in 2026. Beyond nature, 36 percent aim to improve their mental health through travel, while 20 percent seek to treat themselves to dedicated “me time.”
For more information, visit hilton.com.
