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'Rest & Relaxation' are Top Priorities for Travel in 2024 According to New Hilton Survey

Sleep is the hot travel trend according to a new global survey commissioned by Hilton and conducted by Ipsos. <YAWN>


After surveying 10,000 travelers from nine countries, video diaries with 60 U.S. travelers and in-depth interviews with dozens of Hilton travel experts, the report uncovers four themes expected to be the catalysts of change and innovation for travel in 2024 and beyond.

hilton 2024 travel trends

The Four Big Travel Trends According to Hilton for 2024:

  1. Travelers will invest in their sleep

  2. Travelers will value connectivity and personalization

  3. Culture and experiences will drive leisure travel decisions

  4. Business travel trends will redefine expectations

Hilton’s third-annual trends report: What Millennials, Gen Z, Gen X and Baby Boomers Tell Us About Travel in the Year Ahead highlights these four themes for 2024 and takes a deeper look at how each generation views travel – from the digital-native Gen Zer to the experienced Baby Boomer.

Hilton 2024 travel trends survey

“In this new golden age of travel, travelers’ needs are changing, and we are always innovating to better serve our guests and be their first choice when they hit the road,” said Chris Nassetta, president and chief executive officer, Hilton. “Across generations, we’re seeing guests customize their stays with us, invest in quality sleep, pursue new cultural experiences, and stretch the boundaries of business travel. At Hilton, our world-class team members are leaning into these trends and creating unforgettable experiences for every guest who stays with us.”


Savoring Sleep


"To sleep, perchance to dream," well, not exactly the way Shakespeare meant it, but meaningful rest and personal wellness matter to travelers. Hilton predicts there will be an increased focus on savoring a good night’s sleep while away from home – a trend that has accelerated after the challenges of the last few years heightened travelers’ desire for rest and relaxation. In 2024, travelers will look to engage with products and brands aligned with this better-for-you imperative.

Hilton 2024 travel survey predictions
courtesy: Hilton

Hi-Tech Means High Touch


In 2024, travelers will seek out consistent and seamless experiences that are hyper-personalized to their needs, from booking to on-property experiences. Eighty percent of global travelers surveyed said it’s important to be able to book their trip entirely online, with 86% of Millennials and 83% of Gen Zers leading the charge – and 76% of global travelers said they appreciate travel apps that reduce the friction and stress of travel.

hilton 2024 travel survey
courtesy: Hilton

Experiences + Exploration Top Reasons for Vacations


Dining, culture and connections are inspiring leisure travel decisions as people increasingly prioritize the purchase of experiences over things.

In fact, as the world holds onto their renewed sense of wanderlust following the pandemic, 64% of global travelers say they aim to reduce other areas of their personal spending to prioritize leisure travel in 2024.


As they budget for 2024, travelers’ top focus is on culinary experiences. Second to culinary experiences, 47% of travelers will prioritize exploration and adventure, with Gen Zers and Millennials (52% for both) carving out more budget for these types of experiences than the other generations.

Hilton 2024 travel trends survey
courtesy: Hilton

Biz Travel Trends for 2024: Bleisure, Longer Stays and Secondary Cities


Our favorite buzzword of 2021, "bleisure" is still going strong as ways of work have transformed following the pandemic (looking at you WFH) – including shifts in when, where and how people conduct business. Business trends have emerged and strengthened, along with blended leisure and business travel, increased length of stays and the rising popularity of secondary markets for meetings and events. In fact, more than a third of Gen Z and Millennial business travelers say they plan to extend a business trip to enjoy leisure time before or after their work obligations. *Cough, bleisure, cough.*


Hilton 2024 travel trends survey
courtesy: Hilton

Do any of these findings from Hilton surprise you? Let us know!


For more information on how Hilton is staying ahead of travel trends, read the full 2024 report at Stories.Hilton.com/2024trends.

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