Forty-one per cent of travellers surveyed by Hilton plan a solo trip this year, part of a shift towards flexibility and personal growth, Hotel Dive reported on Monday 12 October.
The finding comes from Hilton’s 2027 Trends Report, which surveyed 14,744 travellers across 14 countries in collaboration with Morning Consult. It matters for hoteliers because the report, which is Hilton’s own research, argues that guests want trips that fit their lives rather than an idealised holiday, a shift Hilton calls the Great Rebalance.
Solo-ish Trips and Shorter Breaks
Beyond the 41% planning solo trips, another 31% plan to travel alone and meet friends or family at the destination, which Hotel Dive says reflects a broader shift towards blending independence with connection. The report’s other headline trends are restorative wellness, shorter and more frequent trips, and so-called growth getaways.
On shorter trips, about 21% of travellers said they are adding more micro trips to their plans for the year ahead. Nearly a third, 29%, said shorter trips let them travel more spontaneously, and a quarter of employed travellers said they take shorter, more frequent trips to fit their work schedules. Hilton also found that a fixed event such as a concert, race, game or festival motivates 61% of people to book.
Wellness and Growth
Hilton says 76% of those surveyed believe travel helps them recharge mentally and physically in ways that are hard to achieve at home, and 79% regard the outdoors as essential to relaxation. Travel is increasingly seen as a catalyst for personal growth, especially among Gen Z travellers, who the report says are twice as likely as baby boomers to want to gain a new hobby or interest on a trip.
Trust in People, and in AI
Despite the growing use of artificial intelligence in planning and booking, the survey suggests people still lean on other people. Seventy per cent of travellers said they trust hotel staff as a travel-planning resource, and 87% turn to a relative for travel decisions; family members remain the most trusted source. About 63% said they trust AI tools for travel decisions, and millennial travellers are more likely than other age groups to rely on AI recommendations, according to Hilton.
Chris Nassetta, Hilton’s president and chief executive, said in a statement that blending physical environments and human touch with digital products will help guests make the most of their travel experience. Hotel Dive notes that travellers increasingly treat wellness as an expectation rather than an amenity.
Why It Matters
The findings are Hilton’s own and have not been independently verified. Even so, the numbers describe the demand that hotel brands are preparing for: shorter stays, solo guests and an emphasis on wellness, with staff still trusted as advisers. What to watch next is whether other major groups publish similar findings and whether bookings follow these stated intentions.
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