Itineraries full of tourist attractions and tiring tours may be a thing of the past. Now, instead of making their vacation a race to see as many attractions as possible, travelers want to relax. According to Hilton’s annual trends report, we are entering the era of “slow travel”, the act of traveling and immersing yourself into a destination for an extended time as a local to fully experience the culture:

• 1 in 4 leisure travelers are planning to explore the world and different cultures in 2025, leaning into the Slow Travel trend.

The hospitality giant surveyed 13,000 adults over the age of 18 who plan to travel within the next year from 13 different countries across the globe and also found that:

• 20% are indulging in “Hurkle-Durkling” which basically means staying in bed all day in an exotic or luxurious location; 
• 70% want to get active, with 20% seeking outdoor adventures; 
• 64% say that a good book is the best company.

In addition to these more relaxed trends, the report showed that 25% of tourists are taking a pet on their trips and 30% are traveling with friends from work.

58% of global travelers who travel with their kids revisit destinations from their own childhood, embracing nostalgia, and 52% of Brazilian travelers visit the same destination year after year. 

“Our 2025 Trends Report uncovers what has been simmering for years – the intersection of work and play; of relaxation and adventure; of being alone but together. Travelers don’t just want to choose their own adventure – they want to maximize every moment of their time away,” said Chris Nassetta, president and chief executive officer, Hilton. “This new data reveals a fascinating dichotomy and growing focus on experiences that will keep us on our toes, constantly evolving to meet the needs of tomorrow’s traveler.”

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Source: Hilton Trends Report 2025 | Fast Company