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Prediction season is here, and Hilton is at it again—coining fresh new terms to capture 2025’s biggest travel trends. Last week, we shared Virtuoso & Globetrender’s Top 7 Luxury Travel Trends for 2025, and now Hilton’s annual Trends Report is making waves. From Frolleagues (friends who double as colleagues on trips) to Hurkle-Durkling (lounging in bed all day), Hilton’s take on the coming year proves that travelers are trying to do it all—work, play, and relax in ways we’ve never seen before. Naturally, we need some new vocabulary to keep up...
In 2024, the focus was on rest and recovery, but Hilton’s 2025 report signals a shift. Travelers aren’t just looking to recharge—they want high-energy experiences too, packing adventure and relaxation into the same trip. As Hilton’s CEO Chris Nassetta puts it, “The intersection of work and play, relaxation and adventure, being alone but together" is where the future of travel lies. Travelers don’t want to choose between recharging and exploring—they want both, maximizing every moment of their getaways.
Active Adventures vs. Relaxation: Go Getaways and Hurkle-Durkling
Hilton’s 2025 Trends Report reveals a big push toward active adventures. Seven out of ten global travelers enjoy being active on vacation, and one in five leisure travelers is planning an outdoor adventure in 2025. This mirrors Virtuoso & Globetrender’s F**k-It Lists, where travelers seek spontaneous, high-energy experiences. But not everyone is chasing adrenaline — Hilton also reports the rise of Hurkle-Durkling, a Scottish term meaning to lounge in bed all day. One in five travelers embraces this cozy practice, while a quarter of travelers will book a wellness or spa treatment to enhance their sleep.
Key Stats:
70% of travelers enjoy being active on vacation.
1 in 5 plans outdoor adventures in 2025.
20% indulge in Hurkle-Durkling (lounging in bed all day).
Time Travel and Slow Travel: Nostalgia Meets Immersion
Hilton’s report highlights the ongoing trend of Time Travel, where travelers are revisiting childhood destinations with their own children. In fact, 58% of parents with kids are taking nostalgic trips. At the same time, Slow Travel is gaining traction — one in four leisure travelers plans to stay longer in destinations to fully immerse in local culture.
Key Stats:
58% of travelers revisit childhood destinations with their kids.
25% are embracing Slow Travel, staying longer to immerse in local culture.
High-Tech Travel vs. Digital Detox: Finding Balance
Technology continues to shape travel expectations, with 63% of global travelers prioritizing high-tech travel options, such as digital room keys that let them skip the front desk and go straight to their rooms. But at the same time, there’s a growing desire for a Digital Detox. One in four travelers is now consciously disconnecting from social media while on vacation, highlighting the need for balance between connectivity and mental relaxation.
Key Stats:
63% of travelers value high-tech features like digital room keys.
24% are intentionally disconnecting from social media on vacation.
Frolleagues, MeMooners, and Pet Travel: Expanding the Travel Squad
As travelers blend work and play, Hilton has identified a new trend: Frolleagues, or friends who are also colleagues, traveling together. Almost 30% of global travelers are mixing business with leisure trips alongside their work pals. Solo travelers, or MeMooners, are also on the rise, with 64% considering a good book their ideal travel companion. Interestingly, pet travel is surging too, with 25% of MeMooners traveling with their pets.
Key Stats:
Nearly 30% of travelers now travel with “Frolleagues” (friends/colleagues).
64% of solo travelers (MeMooners) prefer traveling with a book.
25% of solo travelers bring their pets on trips.
Culinary Exploration and Tempo Drinking: Satisfying Both Palates and Passions
Food continues to be a major driver in travel decisions, with Culinary Travel booming. One in five leisure travelers seeks new restaurants and culinary experiences, with 50% booking their dining reservations before they even book their flights! Hilton’s findings also highlight the growth of Tempo Drinking — mindful, moderated alcohol consumption. One in four global travelers is cutting back on alcohol, reflecting a broader health-conscious trend.
Key Stats:
1 in 5 travelers plans trips around new culinary experiences.
50% book restaurant reservations before their flights.
25% of travelers are reducing alcohol consumption.
Soft Travel and Sports Tourism: Wellness Meets Competition
Mental health and self-discovery are playing a larger role in travel plans, with more than one in five travelers planning Soft Travel — trips that focus on relaxation and personal growth. This reflects Virtuoso & Globetrender’s emphasis on Silver Bullet Wellness and how luxury travelers are investing in both their mental and physical well-being. Meanwhile, Sports Tourism is on the rise. Hilton’s sports-related revenues have tripled since 2019, driven largely by youth and amateur sports events.
Key Stats:
22% of travelers plan trips focused on self-discovery and mental health.
Hilton’s sports tourism revenue has tripled since 2019.
As we move further into 2025, travel is evolving to be more personalized, intentional, and multifaceted. From adrenaline-fueled adventures to serene wellness retreats, travelers are seeking to maximize every moment while exploring new ways to balance work, play, and everything in between.
Find Hilton’s full 2025 Trends Report here. Hilton’s findings were sourced from extensive global research, including surveys of 13,000 travelers across 13 countries, feedback from over 4,100 Hilton team members, and in-depth interviews with dozens of Hilton travel experts. For more insights into Virtuoso & Globetrender’s Top 7 Luxury Travel Trends for 2025, revisit our article here.