Wednesday, October 2, 2024 Hilton Annual Trends reveals 2024 as the Year of the Great Recharge, blending sleep retreats, mindful drinking, and adventure to maximize every travel moment. In 2024, the focus on wellness took center stage, earning the year the title “The Great Recharge. ” Sleep retreats became a prominent trend, mindful drinking saw a rise, and wellness-themed guest rooms surged in popularity.
As the surge in post-pandemic leisure travel steadies, Hilton’s Annual Trends reveals that travelers are now seeking to balance their need for relaxation with high-impact adventures, ensuring they maximize both their time and financial investments. The Hilton Annual Trends draws from extensive global research, which included insights from 13,000 travelers across 13 countries, feedback from more than 4,100 Hilton team members, and in-depth interviews with Hilton travel experts. The following key trends emerged: Adventure Meets Restorative Travel: Active pursuits are growing in popularity with 7 in 10 global travelers seeking activity-filled vacations, and 1 in 5 planning outdoor adventures in 2025.
However, balance remains important, as one in five global travelers indulge in “Hurkle-Durkling,” a Scottish term for lounging in bed all day while on vacation. Spa and wellness treatments also remain sought-after, with over a quarter of travelers booking services aimed at improving sleep quality. Nostalgic and Immersive Experiences Gain Ground: Travelers are increasingl.