2026’s number one travel trend is intentionality

Hilton recently released its 2026 travel trend report, The Whycation: Travel’s New Starting Point. Conducted by Ipsos on behalf of Hilton in June this year, the survey polled 14,009 adults above 18 who are planning to travel within the next 12 months. One of the most notable insights that emerged was that travelling with purpose has become the default — a finding that aligns with Marriott’s report earlier this year. People are now motivated first by why they want to travel, rather than where and Hilton has coined the term “Whycation” to encapsulate this growing mindset.

In the upcoming year, the top reason people travel for leisure is rest and recharge. As people grapple with the activity of their daily lives, juggling their numerous commitments (work, family, social, or personal), vacations are a welcome escape and give people the space to spoil themselves and focus wholly on one or a select few responsibilities. 

Many travellers are seeking out nature and opportunities to nurture their mental health. The most-searched cities on Hilton.com reflect this desire for serenity, with Cancun, Honolulu, Orlando, Bali, and the Maldives topping the list for 2024–2025.

For similar reasons, solo travel is also on the rise. In 2026, 26% of travellers plan to travel alone, while nearly half (48%) intend to include solo travel days within longer trips. Even those who do not specifically plan solo journeys are carving out personal moments during their vacations, whether that means dining alone at a hotel restaurant, enjoying a quiet cocktail, or taking a peaceful walk.

Business travellers are not exempt from this need for solitude. One in four look for pockets of alone time during work trips, away from their colleagues, while over half admit to travelling to take a break from their families or partners.

Seemingly at odds with this growing desire for individual space is another significant trend for 2026: family vacations.

Hilton’s report highlights Singapore as standing out for its strong emphasis on family travel, particularly in new and unconventional forms. Nearly half of Singaporean respondents have taken or are planning to take a “skip-generation” holiday, where grandparents travel with their grandchildren. This form of travel is rapidly growing in popularity, driven by the belief that it strengthens bonds between generations, while also supporting the health and wellbeing of older family members.

The skip-generation trip goes hand in hand with the rise of multi-generational travel, where three or more generations holiday together. These trips appear as a meaningful and efficient way to encourage bonding both across and within generations, much like a real-life My Big Fat Greek Wedding experience.

For many, experiences are now the most valuable aspect of travel. 30% of travellers say they are more open to trying something new or adventurous while abroad than they would be at home. These can include more conventional outdoor adventures, new types of cuisine, but also in cultural exploration and immersion.

Singaporean families, of course, name culinary exploration as their top family activity, with 4 out of 5 doing so.

Ultimately, Hilton’s Whycation report captures how travel has evolved into something far more personal and purposeful. Whether it is about rest or strengthening family bonds, travel in 2026 is defined first by the whys, before working out the where, what, when, and how. It’s a shift that reflects how travel has become not just an escape from life, but an extension of it.