Traveling with purpose: the trends that will shape tourism in 2026

In its global study conducted with Ipsos, Hilton surveyed more than 14,000 travelers from 14 countries to identify the trends that will shape travel in 2026. The results reflect a profound shift in travel motivations: travelers are no longer just looking for where to go, but why to go.

1. Travel with purpose

Hilton defines this trend as the emergence of "Whycation," a new type of travel born from a personal or emotional purpose. Relaxation, connection with oneself, well-being, and inner growth become the primary reasons for traveling, beyond the destination.

2. The value of silence and calm

Digital overload and fast-paced lifestyles are driving the search for tranquil experiences. Many travelers express their desire to find spaces where they can disconnect from the noise, even during family or business trips. Hotels that offer quiet environments, digital check-in options, and relaxing surroundings will be especially valued.

3. Family comfort: everyday life on the road

Experiences that evoke a sense of home are gaining prominence. Travelers seek to maintain certain routines, flavors, or habits during their stays. According to the report, 77% enjoy “grocery store tourism”: visiting local supermarkets to learn about the destination's products and customs.

4. The family as the protagonist

Travel planning is becoming more collaborative. 73% of respondents who travel with children say they actively participate in choosing the destination or activities. Intergenerational trips are also on the rise, such as "skip-gen trips," where grandparents and grandchildren travel together without their parents, or one-on-one parent-child getaways.

5. The return of the road trip

Especially in the United States, the classic road trip is gaining popularity again. Travelers value the freedom to explore different places, stop along scenic routes, and rest in comfortable accommodations. With the country's bicentennial approaching in 2026, a boom in trips celebrating local history and culture is expected.

Tourism in 2026 is geared toward authenticity, introspection, and well-being. Brands that connect with travelers' emotions—offering calm spaces, personalized experiences, and purpose in every stay—will make a difference in an increasingly conscious and demanding market.

Source: Hilton – 2026 Trends Report: The Rise of the Whycation