In an era where speed and efficiency often dominate our daily lives, a new trend in travel is emerging—slow travel. As highlighted in the latest Hilton Annual Trends Report, the concept of a rushed vacation, packed with endless itineraries and constant movement, may be fading into history. Slow travel, which emphasizes relaxation, cultural immersion, and mindful experiences, is taking center stage. This shift in traveler preferences is shaping the hospitality industry and redefining what it means to take a vacation.
A Shift Toward Relaxation and Self-Care
According to Hilton’s survey of 13,000 adults across 13 countries, a significant portion of travelers are prioritizing relaxation. Hilton’s data suggests that 20% of travelers are indulging in “Hurkle-Durkling,” a Scottish term for lounging in bed all day—a clear indication that people are seeking respite from their fast-paced lifestyles. Additionally, over a quarter of respondents are booking spa and wellness treatments as part of their vacation plans, while another quarter are looking to disconnect from social media entirely. More than just a trend, this shift underscores a broader movement towards self-care and mental health. With 20% of travelers focusing on self-discovery and emotional well-being, it’s clear that vacations are becoming more personal and restorative. This move towards slow travel represents a conscious effort by travelers to step back, recharge, and reconnect with themselves.
While relaxation and self-care dominate a large part of slow travel, adventure still plays a significant role in modern vacations. Hilton’s report reveals that 70% of travelers still enjoy being active, with 20% planning outdoor adventures. The call of the wild continues to captivate travelers, offering a balance between relaxation and exploration. Slow travel doesn’t exclude active pursuits, but rather integrates them into a more mindful and enriching travel experience
Solo Travel and Secondary Destinations Gain Popularity
The modern traveler is also rethinking who they travel with. For solo travelers, companionship is often found in unexpected places. According to the Hilton report, 64% of solo travelers prefer to travel with a good book, while 25% opt to bring along pets. Interestingly, 30% of travelers report that they’re exploring the world with “frolleagues”—a hybrid term for friends who are also colleagues. These findings suggest that travelers are embracing flexibility in both their travel experiences and who they choose to share them with.
As travelers look for more authentic experiences, secondary locations are becoming increasingly popular. Rather than flocking to overrun tourist hotspots, slow travelers are gravitating toward less explored destinations. Places like Sardinia, Italy, and Bodrum, Turkey, are emerging as top choices for those looking to immerse themselves in local culture while avoiding the typical tourist crowds. This shift towards secondary destinations allows travelers to experience a more genuine connection with the local environment and communities, further aligning with the principles of slow travel.
Conclusion
The findings from Hilton’s Annual Trends Report signal a significant shift in the way people approach vacations. No longer solely about checking off famous landmarks, today’s travelers are seeking a deeper, more meaningful experience. Slow travel is about savoring each moment—whether it’s through relaxation, self-discovery, or outdoor exploration. As Chris Nassetta, Hilton’s CEO, aptly puts it, “Travelers don’t just want to choose their own adventure—they want to maximize every moment of their time away.” This new travel philosophy promises to reshape the future of tourism, catering to a growing demand for balance, mindfulness, and cultural immersion.
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