Book nowStories From Hilton
Brand Spotlight Business Travel Destination Spotlight Food & Beverage Hilton. For The Stay
Meetings & Events Pet-Friendly Travel
2026 Trends Report The Whycation: Travel’s New Starting Point Full Report Media Kit Why We Gather Report All Stories Hotels & Resorts News Latest Openings Property News
We Are Hilton Hilton Culture Hilton Careers All Press Releases Visit Videos Media Resources Executive Bios Fact Sheets Media Assets Media Kit Press Releases
Urgent Media Requests Media Inquiries & Accommodations Influencer/Blogger Accommodations Visit Press Center Hilton (NYSE: HLT) Hilton is a leading global hospitality company with a portfolio of 26 world-class brands comprising more than 9,000 properties and over 1.3 million rooms, in 141 countries and territories.
Annual Report Awards & Recognition Growth & Development Corporate News
Travel With Purpose All Corporate News Waldorf Astoria Hotels & Resorts Conrad Hotels & Resorts LXR Hotels & Resorts NoMad Hotels Signia by Hilton Canopy by Hilton Hilton Hotels & Resorts Curio Collection by Hilton Graduate by Hilton DoubleTree by Hilton Tapestry Collection by Hilton Outset Collection by Hilton Embassy Suites by Hilton Tempo by Hilton Motto by Hilton Hilton Garden Inn Hampton by Hilton Tru by Hilton Spark by Hilton
LivSmart Studios by Hilton Apartment Collection by Hilton Hilton Grand Vacations Hilton Honors Our Brands
Hilton Honors About Hilton Honors Join Now Member Benefits Hilton Honors Points Points Explorer
All Offers Bundle & Save Meetings & Events All Events Group Travel Meetings & Conferences
Credit Cards Hilton Grand Vacations Hilton for Business Book nowNews Releases Category• October 8, 2025 The Rise of the Whycation: Hilton’s 2026 Trends Report Shows Travelers Are Choosing Intentional Itineraries Conrad Seoul From Hushpitality to Road Trip Revivalism – Emerging trends reveal travelers are prioritizing comfort, control and connection in 2026 MCLEAN, Va. – In the year ahead, travelers are redefining the journey and choosing trips that begin with purpose, not just a place. According to Hilton’s newly released 2026 Trends Report, The Whycation: Travel’s New Starting Point, the question isn’t “Where are we going?” it’s “Why are we going?” The scientific survey of 14,000 travelers across 14 countries showed next year global travelers will embrace the rise of the “whycation,” where travel is driven by emotional motivations: the desire to rest, the urge to reconnect and a longing for experiences that feel meaningful.
After years of “more is more” travel, 2026 marks a shift toward more intentional experiences. Travelers are seeking adventures that reflect who they are and what they value – whether it’s a