Hilton Executive: 2025 Will Be the Year of the Travel Maximizer

by Mia Taylor
Last updated: 7:30 PM ET, Thu January 16, 2025

If there was one overarching theme that dominated traveler’s agendas in 2024, it was recharging.

Chris Silcock, president of global brands and commercial services for Hilton, tells TravelPulse that travelers were largely focused on travels that allowed them to rest and relax.

But as we usher in 2025, new travel priorities have emerged. And chief of among them is the news that this year will be the “Year of the Travel Maximizer.”

“While the goal of the trip may be different for every individual, family or group, this year travelers are determined to maximize their time and financial investment while on the road,” explains Silcock.

And that’s not all. Hilton recently released its 2025 Trends Report, which identifies several other intriguing travel themes that are expected to take shape over the coming 11 months. Here’s a closer look at those trends, along with insights Silcock shared with TravelPulse.

Hilton’s Predictions for 2025

Go Getaways

This year, more travelers will trek towards thrilling, unique adventures, driving their desire to take one‑of‑a‑kind vacations, according to the Hilton report.

Of course, not every traveler is the same, adds Silcock. But what Hilton is observing is “an equal rise in desire to seek out adventure and focus on more restorative time while away from home,” he explains.

Among the supporting evidence regarding the desire for adventure: 7 in 10 global travelers (69%) say they enjoy being active when they travel. In addition, 1 in 4 travelers plans to seek unique experiences in 2025, and 20% will aim for outdoor adventures.

Sleep tourism will be a significant travel trend this year, says Hilton.

Sleep Tourizzzm 2.0

The world is losing sleep and is actively seeking time to relax, recharge and catch a few extra zzzs, says Hilton. In fact, nearly half of global travelers avoid setting an alarm on vacation. And two in five travelers choose hotels where they think they can achieve a better night’s sleep.

“Sleep continues to be top of mind for some Hilton guests,” says Silcock “Interestingly, 1 in 5 global travelers are looking to indulge in ‘Hurkle-Durkling’ – the Scottish phrase for intentionally lounging all day in bed – while on vacation.”

Hilton data also shows that over half of the world – and two-thirds of Americans – sleep better in hotels. Additionally, 70 percent of luxury travelers choose hotels with sleep-centric amenities, including Wellness Rooms, which are expected to grow in popularity amongst travelers.

All of which has travelers wondering: What’s next on the Travel Sleep Menu? 

Time Travel In the Form of Nostalgia Travel

The title ‘Time Travel’ may be misleading. Because in this case, we’re not talking about a Back to the Future-esque adventure.

Rather, travelers are increasingly chasing after the chance to relive childhood memories, says Hilton. That might include loading up the kids for a road trip or returning home to reminisce at a family reunion, or some other adventure that allows travelers to revisit good times from earlier years.

“Travelers are seeking out nostalgic experiences, with 58% of global travelers saying they plan to revisit destinations from their own childhood with their kids,” says Silcock.

Newly Emerging Types of Travelers  Along with specific travel trends, the Hilton report identifies a few new specific traveler types. These range from“Frolleagues” to “MeMooners.”

“We’re excited to see a shift in the types of travelers in today’s landscape,” Silcock tells TravelPulse.

With the rise of remote work, Hilton has observed a surge in group bookings worldwide, signaling an increase in the number of smaller meetings and off-site team gatherings. In fact, 1 in 4 business travelers expects team building to be their reason for travel this year. And all of this is relevant because it is giving rise to “Frolleagues” or friends who are also colleagues, says Silcock.

“We also are seeing a rise in “MeMooners,” or solo travelers,” Silcock continues. “Nearly half of all global respondents share that they travel on their own. That number is even larger for Gen Z, with 55 percent saying they’re more likely to travel alone – so as that demographic continues to age into adulthood, we anticipate this [MeMooners] trend will continue to be on the rise.”

Finally, says Silcock, food and beverage is continuing to drive leisure travel decisions, with nearly 1 in 5 traveling specifically for new restaurants and culinary experiences. And an astounding 50 percent of global travelers book restaurant reservations before their flights, he adds.