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TREND WATCH
How and why the world is travelling next
56% of travellers cite “rest and recharge” as their top leisure motivation
The ‘Whycation’ era TRAVELLING FOR HOW IT FEELS
including Slovenia and Costa Rica market themselves explicitly around emotional outcomes. Travellers are making travel plans based on how they want to feel, and brands that articulate emotional return on time and money will win in this environment. ‘Hushpitality’ calls, quietly SILENCE AS A STATUS SYMBOL Quiet has become a premium feature rather than a passive benefit of travel. Hilton research also reveals 57% of travellers would consider a quiet or silent retreat, while Skyscanner data reveals rising use of search filters tied to remoteness, nature and low-density accommodation. This preference is shaping product design as well as
BY GEMMA GREENWOOD
From purpose-led escapes and pet-first hospitality to pop-culture pilgrimages, hyper-personalised stays and AI-shaped discovery, these trends reveal how traveller behaviour is evolving and what it means for destinations, hotels and travel brands navigating the next era of global travel
Purpose-led travel is no longer anecdotal; it is measurable. In Hilton’s 2026 Trends Report, 56% of travellers cite “rest and recharge” as their top leisure motivation, overtaking sightseeing and visiting friends. Nearly 48% are deliberately adding solo downtime before or after group trips, signalling a desire for emotional balance rather than packed itineraries. Airbnb reinforces this shift, reporting sustained growth in searches for slower, nature-led destinations framed around wellbeing rather than activity density. Hotels such as Six Senses, Aman and COMO have responded with sleep programmes, flexible pacing and “do nothing” itineraries, while destinations
184 | ITB GLOBAL TRAVEL COLLECTION
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