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

Oct 2, 2024

« 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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