Emerging trends – from the go getaway and hurkle‑durkling to the rise of frolleagues and memooners – spotlight how travelers will work to have it all in the coming year, according to the latest data from Hilton.

2024 was the Year of the Great Recharge, where sleep retreats made headlines, mindful drinking rose in popularity and wellness-themed guest rooms took off.

Today, as the post-pandemic leisure travel boom normalizes, travelers surveyed in Hilton’s annual Trends Report are looking to pair their desire to relax and recharge with high-impact adventures and experiences to maximize their time and financial investment.

“Our 2025 Trends Report uncovers what has been simmering for years – the intersection of work and play; of relaxation and adventure; of being alone but together.

“Travelers don’t just want to choose their own adventure – they want to maximize every moment of their time away,” said Hilton President and Chief Executive Officer, Chris Nassetta.

“This new data reveals a fascinating dichotomy and growing focus on experiences that will keep us on our toes, constantly evolving to meet the needs of tomorrow’s traveler.”

Report findings were uncovered after extensive global research, involving 13,000 travelers across 13 countries, feedback from over 4,100 Hilton team members and in-depth interviews with dozens of Hilton travel experts.