While we’re barely in October, the travel industry has already begun to turn its head towards 2027 and beyond. And Euronews Travel is not excluded from that statement, having shared our own trends and predictions for next year earlier this week.
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The latest company to look into the crystal ball is Hilton, with the release of its 2027 Trends Report.
Based on a survey of nearly 15,000 travellers from the UK, Germany, Türkiye, the US, Australia and more, the hotel brand has identified five key trends that are set to hit the big time as part of a wider shift dubbed “the great rebalance”.
“We're seeing that travellers are less interested in someone else’s definition of perfection and more focused on planning travel on their own terms,” Chris Nassetta, president and chief executive officer for Hilton, said.
“This year’s report reinforces that people are looking for experiences that fit their lives, help them recharge, and create meaning that lasts long after they’ve returned home.”
One of the major trends identified by Hilton is “the micro-travel mindset”, whereby people are prioritising shorter, more frequent escapes “that are easier to plan, easier to execute and easier to fit into everyday life”.
One in four are doing so because shorter trips mean they can fit travel around their work schedule, while 29% are opting to travel this way so they can be more spontaneous.
There are two types of micro-trippers: Selectors, and stackers.
The former build a trip around one experience, like a concert, a sporting event, or a restaurant reservation, while the latter want to pack in as much as possible, with 57% of people polled saying they enjoy visiting multiple cities in a single trip.
Another trend we’re certainly looking to embrace is “the rise of ‘ish’”, aka embracing the fact that your vacation won’t be perfect, nor does it need to be.
Tourists are being “healthy-ish”, picking and choosing which habits to keep up while away; “adventure-ish”, with 28% of people figuring things out as they go compared to 18% who want a fixed itinerary; and “solo-ish”, with three in 10 travelling solo but meeting up with someone they know on arrival, and 20% joining a group excursion or day trip with others they don’t know.
Folks are now also booking “growth getaways”, with skillcations, where you expand your knowledge through language, cooking or art classes, on the rise.
Travellers are also looking to change their perspective, with 34% saying they want their travel experiences to give them a new mindset.
Wellness escapes have become much more popular in recent years, and 2027 will be no different. What is changing, however, is the importance of nature in these experiences.
Part of the trend dubbed “wellness, rewired”, 79% of those surveyed said fresh air and the outdoors are essential to relaxation, and more than half spend more time immersed in nature on holiday than at home.
Last but not least, “the travel trust equation” shows that while AI is becoming increasingly useful for planning, tourists still have more faith in personal, human recommendations.
Of those polled, 70% said they trusted hotel staff for tips, while 87% have turned to family members for advice.
Outside of family members, some 50% of people said they are more likely to trust recommendations from someone with loyalty status.