Lounge access, room upgrades and exclusive perks are the latest social currency, according to Hilton’s new 2027 Trends Report. And upgrade envy is just one of seven trends set to shape how Brits travel next year.
More than a third of Gen Z (37%) admit they feel jealous of friends with higher travel status. Some 41% see that status as a sign of personal success, while 58% believe those with elite status hold more sway over group travel decisions.
But status isn’t the only thing shaping how we travel.
If recent years were about the meticulously curated trip, with every table booked and every sunset photographed, 2027 looks set to be the year we loosen our grip. Hilton’s newly released report, The Great Rebalance: How Travelers Are Expecting to Reset and Recalibrate in 2027, finds travellers leaning into an “-ish” mindset: healthy-ish, adventure-ish, local-ish. Instead of chasing one ideal, they’re mixing and matching whatever feels rewarding.
The findings draw on a global survey of more than 14,000 travellers, Brits included, and map out how we’re likely to plan, book and experience trips next year. The common thread? A good holiday is no longer just an escape. It’s something that keeps paying off long after you’ve unpacked.
Seven trends to watch
Hilton has pinpointed seven shifts among British travellers, with three standing out above the rest: The Travel Trust Equation, Wellness Rewired and The Micro-Travel Mindset.
- The Travel Trust Equation: AI is everywhere, but family is still our go-to source of travel advice.
- Status Seekers: Loyalty perks have become a status symbol, and a source of envy among friends.
- Boomer Goals: Younger travellers worn out by the “perfect trip” are looking to Boomers for a more relaxed approach.
- The Beforeglow: The feel-good factor kicks in the moment you book, not the moment you land.
- Optimisation Era: For Gen Z, holidays are a chance to level up rather than switch off.
- Wellness Rewired: Green space is the new luxury, now beating the hotel pool.
- The Micro-Travel Mindset: One big summer getaway is giving way to several shorter breaks spread across the year.
Mum still knows best
AI may be reshaping how we research trips, but when it comes to who we actually trust, people still win. Family (84%) and friends (81%) top the list of trusted sources, followed by hotel staff (71%), with AI tools trailing well behind at 45%.
Gen Z, the most digitally fluent generation, is the most likely to call home for advice. Among those who rank family as their most trusted source, 30% of Gen Z would ask their mum first, more than double the national figure of 12%. Dads get less of a look-in, at 13% of Gen Z and 8% overall.
Social media might spark the wanderlust, but it’s not where Brits go for the good stuff. When hunting for hidden gems, 26% would ask hotel staff, compared with just 10% who’d turn to influencers.
Loyalty envy is real
Travel loyalty schemes used to be about saving money. Now they’re about bragging rights. Perks once seen as a nice bonus now carry as much weight as the trip itself.
Around a quarter of Gen Z (27%) are already signed up to a loyalty programme. With elite members seen as having more say over where the group goes and what it does, it’s easy to see why the envy is spreading.
Take it easy, like a Boomer
While younger travellers try to optimise every minute, Boomers are quietly showing how to do less. Some 29% of Gen Z feel pressure to travel the “right” way, compared with only 6% of Boomers.
The gap shows up in how they plan. Just 18% of Boomers stick to a strict itinerary, against 41% of Gen Z, and more than half of Boomers (53%) prefer to go with the flow. Nearly three quarters (72%) say they never feel pressured when making travel decisions, compared with 27% of Gen Z. Perhaps it’s time for Gen Z to take a leaf out of the Boomers’ book: stop optimising, start enjoying.
The Beforeglow: the holiday starts at checkout
You don’t need to be on a sunlounger to feel the benefit. Three quarters of respondents (75%) say having a trip booked gives them a sense of purpose and something to work towards, a lift that can last for weeks or months before departure.
Six in ten (60%) say a booked holiday helps them stick to personal goals. More than half (53%) use travel to mark big life moments, and over a quarter (27%) travel to gain a fresh perspective that changes how they see everyday life.
Coming home levelled up
Self-improvement culture has reached the suitcase. For Gen Z especially, travel is becoming a springboard for the life they want to build. Over a quarter (28%) see a holiday as a chance to kick-start healthier habits, and 63% say they’re more likely to make a life change after returning home.
The motivation starts early: 74% of Gen Z say having a trip booked keeps them on track with personal goals, while 26% value learning something new while away. Routines don’t stop at the airport either. Keeping up a fitness regime is non-negotiable on holiday for 32% of Gen Z and 36% of millennials.
Fitness challenges have become a headline travel goal. More than a quarter of Gen Z (26%) have ticked off something like a marathon while travelling, twice the rate of the general population (13%).
Gardens beat pools
Infinity pools and all-you-can-eat buffets still have their fans, but Brits now want something simpler: time outdoors. Gardens (40%) have overtaken the hotel pool (33%) as an accommodation must-have.
Three quarters of Brits (76%) say fresh air and being outside are central to how they unwind on holiday, and almost half (47%) travel specifically to spend more time in forests, mountains and along coastlines. Nature even beats other forms of self-improvement: 25% rate bucket-list wildlife and nature experiences as the best way to grow, ahead of wellness experiences (23%), learning a language (18%) and physical challenges such as a marathon (13%).
Little and often
The once-a-year blowout is losing ground to something more flexible. Among UK travellers planning to travel more next year, 65% expect to take short trips of under three to four days.
For 35% of these micro-travellers, the appeal is ticking off more destinations, while 26% love the spontaneity a short break allows. More than half (56%) plan micro-trips that pack a lot into a small window, rising to 74% among Gen Z.
Making every trip count
Simon Vincent CBE, executive vice president and president, EMEA, at Hilton, said:
“Travellers are increasingly focused on making their time away count. Rather than chasing a one-size-fits-all idea of the perfect trip, they’re looking for experiences that reflect their own interests and priorities. Our job is to help guests make the most of every trip; whether they’re exploring a new destination, reconnecting with loved ones, taking time to switch off – or even a little bit of everything.”
So whether your 2027 looks like a string of weekend city breaks, a lakeside cabin with no itinerary or a marathon with a view, the message is clear: good-ish is more than good enough.
The full Hilton 2027 Trends Report is available at stories.hilton.com/2027trends.
