In 2025, travelers are shifting their focus toward thrilling, one-of-a-kind adventures that combine excitement with meaningful experiences. This trend is driven by a collective desire to break free from conventional vacations and explore unique destinations that create lasting memories.
An internal Hilton Team Member Survey conducted in July 2024 among more than 4,600 employees revealed that nearly 88% of respondents noticed guests increasingly seeking distinctive experiences alongside reliable and friendly hotel stays. This aligns with a broader travel trend prioritizing individuality and adventure.
A striking 69% of global travelers expressed a preference for being active during their trips, favoring hiking, water sports, or other outdoor activities. Additionally, 76% of surveyed individuals preferred accommodations that offer a variety of experiences, blending convenience with the chance to explore something new.
For more structured vacations, 27% of travelers often choose group tours or shared-interest journeys, highlighting the growing appeal of community-based exploration. By 2025, one in four travelers plans to prioritize unique experiences, and 20% will seek outdoor adventures to satisfy their adventurous spirits.
The #SoftTravel movement is gaining traction as more people aim to escape the pressures of social media’s polished portrayals of travel. This trend encourages simplicity, spontaneity, and authenticity, resonating with the 22% of travelers who plan trips centered on self-discovery or mental health.
The allure of celestial events has fueled significant interest in astronomical travel. In April 2024, millions of Americans broke travel records to witness the Total Solar Eclipse from cities along the “Path of Totality.” This surge led to a remarkable 53% year-over-year increase in bookings in cities like Little Rock, Arkansas, and Indianapolis, Indiana, on April 6, 2024.
As curiosity about space grows, so does the demand for out-of-this-world travel experiences, such as stargazing tours and visits to observatories. The interest shows no signs of waning, positioning astronomical travel as a major trend for 2025 and beyond.
Family vacations are evolving into multigenerational experiences, with 37% of travelers often including their parents, while two in five invite extended family members. This is especially prevalent in culturally family-oriented countries like India, Mexico, and Saudi Arabia.
However, pleasing everyone on a multigenerational trip can be a challenge. Insights from Hilton indicate that family trip planners—often the matriarchs—are increasingly seeking unique, once-in-a-lifetime adventure destinations to cater to the diverse interests of their families. From thrilling outdoor activities to cultural immersion, these planners aim to create experiences that unite and delight every generation.
As travelers look for vacations that offer excitement, meaning, and connection, Hilton’s 2025 Trends Report highlights a notable shift toward adventure, self-discovery, and quality family time. With a focus on active travel, unique accommodations, and celestial adventures, the future of travel promises to be as diverse and dynamic as the travelers shaping it.
