In its newly released 2026 Trends Report, based on a survey of 14,000 travelers across 14 countries, Hilton dubbed 2026 the year of the “whycation,” in which travel is driven by emotional motivations.
“As travelers seek more meaning from their journeys, trust and familiarity have never been more important," Chris Nassetta, president and chief executive officer, Hilton, said in a statement. “This year’s report shows that 74 percent of travelers value booking with brands they know and trust, a clear signal that comfort and consistency are essential in today’s travel landscape. More than ever, it’s the feeling behind the trip that’s guiding where the journey begins.
Resting and Recharging
Respondents’ number one motivation to travel for leisure in 2026 is “to rest and recharge” (56 percent). Similarly, a full 57 percent of U.S. travelers surveyed by Morning Consult report that they would be interested in attending a quiet/silent retreat, including 53 percent who expressed interest in a reading retreat specifically.
This mindset extends to business travelers as well, with more than one in four (27 percent) reporting that they actively seek alone time during work trips to fuel up or re-energize. Nineteen percent of business travelers said they prioritize rest over socializing with their colleagues—but 29 percent of business travelers go out to explore destinations with colleagues outside of any official planned activities.
Generational Travel
The shape of family travel is shifting: Nearly 30 percent of people who travel with children embracing “skip-gen” trips–sending kids off with just the grandparents–while 50 percent of parents with multiple children are taking trips with one child at a time.
More than half (53 percent) of families are traveling with at least one adult child, close to 70 percent of families are seeking experiences that connect them to local traditions, and 52 percent are planning trips to learn about family roots.
In the coming year, a full 84 percent of travelers will seek out opportunities to play together as a family, with more than half (58 percent) of parents and grandparents initiating periods of “no screen time” during the vacation to prioritize connection.
Read more about Hilton's 2026 Trends Report here.