2025 will be the year of the Travel Maximizer
Hilton's 2025 Trends Report highlights the merging of work and play, relaxation and adventure, and solitude and connection
"Today's travelers don't just want to choose their own adventure - they want to make the most of every moment," said Chris Nassetta, president and CEO, Hilton. "This new data highlights a compelling balance, underscoring the growing demand for experiences that will drive us to continually adapt for tomorrow's travelers."
Key takeaways
- 70% of global travelers enjoy staying active, with 20% of leisure travelers planning outdoor adventures in 2025;
- 58% of travelers with children revisit childhood destinations for nostalgia, while 70% choose destinations based on their children's preferences;
- 63% of travelers value digital room keys that allow direct access to their rooms without having to stop at the front desk.
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