In 2026, travel is getting personal. According to Hilton’s newly released 2026 Trends Report, travellers are prioritising purpose over destination — taking trips that start with “why” rather than “where.” The global study, titled The Whycation: Travel’s New Starting Point, shows that emotions like rest, reconnection, and meaning are driving people’s travel choices more than ever.
And leading the charge? Brits.
Hilton’s insights, drawn from over 14,000 travellers across 14 countries, reveal that 46% of UK travellers have already booked at least one trip for the year ahead — more than any other nation surveyed. Here’s how they’re redefining travel in 2026:
The Rise of “Curiosity Leave”
Brits are craving balance — not burnout. Nearly half (46%) say they’d take a pay cut for unlimited holidays, while 39% have already taken unpaid leave just to travel. And for some, enough is enough: 41% would quit their job if their holiday request was denied.
Personal growth is a top priority, with 41% of travellers planning educational experiences when holidaying with children, and two-thirds (66%) saying they’d take time off to pursue a passion project.
It seems 2026 could be the year we trade “hustle culture” for curiosity culture.
When Plants Come Before Planes
For many, the love of greenery is grounding travel plans — literally. Over half of Brits (56%) consider plant care when planning holidays, while 22% admit their indoor jungles make it harder to leave home.
A third of respondents even avoid owning plants entirely, fearing it’ll interfere with their freedom to travel. Hilton’s report calls it “Foliage Fears” — a growing concern (pun intended) for the nation’s plant parents.
Silence Is the New Luxury
As digital fatigue sets in, Brits are craving calm. The report highlights a new movement dubbed “Hush-pitality,” where travellers seek out silence as a form of luxury.
Almost a quarter (23%) of UK travellers intentionally carve out quiet time, even when travelling with loved ones, while 35% add solo days before or after family trips. Interestingly, 41% would even take a work trip to escape their family or partner — proof that peace and quiet are priceless.
Who Pays, Who Plays
Intergenerational travel is booming, but so is the “Bank of Mum and Dad.” Among UK leisure travellers, nearly half (49%) holiday with their adult children, and 36% cover the full cost of the trip.
Still, it’s not all generosity — 52% believe that whoever pays gets to pick the destination. Loyalty points are also stretching budgets, with over half of Brits (51%) saving points for dream trips and nearly half (48%) using them to pay for holidays entirely.
The Great Road Trip Revival
The open road is calling. The humble road trip is making a comeback, with 23% of Brits planning a driving getaway and 61% opting to travel by car in the next year. Cost-saving and convenience are key motivators, but so is flexibility — 62% value the spontaneity that comes with having your own wheels.
After a long day’s drive, comfort reigns supreme: 91% of Brits say a great night’s sleep tops their travel priorities.
“Travel remains a top priority, with people looking for added meaning in every trip they take,” says Simon Vincent CBE, Executive Vice President & President, EMEA, Hilton. “With over 9,000 hotels worldwide, Hilton is delivering the comfort, service and experiences that reflect how travellers truly want to spend their time.”
