Sleep tourism took the world by storm in 2024, and new research from Hilton reveals it’s not just a passing fad – it’s here to stay. Hilton just released their 2025 Trend Report: The Vacation Maximized, which found that over half of the world sleeps better in hotels, with two in five travelers choosing hotels where they can achieve a better night's sleep.
Report findings were uncovered after extensive global research, involving 13K 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:
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- Go-Getaways: Seven in 10 global travelers enjoy being active when they travel, with one in five leisure travelers planning outdoor adventures in 2025.
- Sleep Retreats & Hurkle-Durkling: One in five 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.
- Time Travel: 59% of global travelers who travel with their kids revisit destinations from their own childhood, embracing nostalgia.
- Slow Travel: One in four leisure travelers are planning to explore the world and different cultures in 2025, leaning into the Slow Travel trend, which is the act of traveling and immersing yourself into a destination for an extended time as a local to fully experience the culture.
- High-Tech Travel: 63% 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% of global travelers admit to disconnection from social media more than they used to during vacations.
- Pet-Friendly: 25% of MeMooners, or solo travelers, often travel for leisure with their pets - more often than the average leisure traveler (19%).
- Frolleagues: Nearly 30% of global travelers often travel with Frolleagues, friends who are also colleagues, on their leisure adventures.
- The Gen Alpha Effect: 70% of global respondents with children choose vacation destinations based on their kids' preferences.
- MeMooners Risings: 64% of solo travelers consider a good book their favorite travel partner.
- Will Travel for Food: Nearly one in five of global leisure travelers seek out new restaurants or culinary experiences, with 50% of travelers booking restaurant reservations before their flights.
- Sober Curious Evolution: In just the past year, one in four 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.
- Soft Travel: More than one in five travelers plant to getaway for self-discovery or mental health when traveling for leisure, leaning into travel that encourages simplicity or spontaneity.
- Surge in Sports: From 2029 to 2024, Hilton Worldwide Sports Sales revenue tripled in volume - 80% of which is driven by youth or amateur sports.
“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,” said Chris Nassetta, president and chief executive officer, Hilton. “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."
