A ‘great rebalance’ as Australians start travelling on their own terms and other key findings from the latest trends report, unpacked by Hilton Area Vice President and Head of Australasia, Paul Hutton.

Paul, what were the key findings of the Hilton 2027 Trends Report?

Hilton’s 2027 Trends Report reveals a ‘Great Rebalance’ as Australians are becoming more confident about travelling on their own terms. They want their travels to feel personally meaningful, rewarding and right for them.

While 55% of Australians say they feel pressure to get every detail right, only 28% are now trying to accommodate a group and keep others happy. They are letting go of someone else’s idea of the “perfect” trip, and it’s what we call the rise of ‘ish’. In 2027 we’re expecting to see more travellers embrace a “perfect-ish” approach, with 64% now planning experiences based on their own intrinsic preferences rather than external validation.

In this, many want to come home with something lasting, whether that’s a new perspective, a deeper connection, or a renewed sense of wellbeing. For example, travel is increasingly being viewed as a catalyst for personal growth, with 37% of Australians saying it has helped them discover new interests or passions.

Nature is also becoming more central to wellbeing breaks, with 75% saying fresh air and the outdoors are essential to how they relax while travelling, and 52% spending more time immersed in nature on holiday than they do at home. But for Aussie travellers, meaningful doesn’t have to mean long – with 58% liking to plan trips that let them experience a lot in a short amount of time.

How will Hilton manage the shift in how Australians plan, book and experience travel in 2027?

We’re using technology to make things easier for our guests, and this year we launched the Hilton AI Planner, a generative AI-powered digital concierge that lets travellers describe the trip they have in mind in their own words and receive curated suggestions from across our portfolio.

However, even as digital tools take on more of the planning, Hilton’s 2027 Trends Report shows the human touch is becoming the ultimate differentiator for Australian travellers.

For many, that starts with family, with one in five non-parents saying their mum is their most trusted source of travel advice.

But that trust extends well beyond too, with 74% of Australians trusting hotel staff as a travel planning resource. Our approach is to let technology take the friction out of early inspiration and research, while keeping human expertise and advice at the heart of the experience.

From sharing local knowledge on where to eat and explore, to making sure your pets are pampered, right through to the small touches that make a stay feel personal, it’s all about helping guests turn every stay into an experience that is distinctly their own.

Loyalty is also playing a growing role. More than a third of Australians (34%) say they are more likely to trust recommendations from someone with loyalty status than someone without it, and 22% admit they are jealous of friends with greater travel loyalty status than their own.

As Australians place greater value on elite status, they’re also more motivated to earn it, and Hilton Honors is designed to support that. Since it evolved in January 2026 to make earning status even more achievable and rewarding, members around the world have reached elite tiers faster, with double-digit growth compared to the year before.

Where is Hilton directing its strategic focus for 2027?

Australasia remains a priority region, supported by strong long-term travel demand and continued owner interest across both leisure and focused-service segments, with 13 projects in our development pipeline.

Our approach to this growth is disciplined and strategic, focused on placing the right brand in the right destination with the right partner. Today we operate five brands in Australasia: Hilton Hotels & Resorts, Curio Collection by Hilton, DoubleTree by Hilton, Tapestry Collection by Hilton, and Hilton Garden Inn.

Following recent signings, we’ll welcome three more over the coming year: Waldorf Astoria Hotels & Resorts, LXR Hotels & Resorts, and Motto by Hilton.

With travellers increasingly seeking stays that speak to their individual preferences, each of our brands offers a distinct point of view and more ways to shape a stay and connect with the destination.

Tell us what segments will undergo the biggest expansion and or change in 2027?

Hilton is continuing to strengthen its luxury and lifestyle presence, as travellers increasingly look for stays that feel unique and experience-driven.

Our lifestyle brands pair the reassurance of Hilton’s global standards with authentic, locally inspired experiences, which appeals to guests who want individuality, elevated service and a strong sense of place.

You can see that momentum in the signings of LXR Hotels & Resorts on the Gold Coast and Motto by Hilton Sydney City Centre, and with the highly anticipated opening of Waldorf Astoria Sydney in 2027, all of which reflect our commitment to growing at the premium end of the market in key destinations.

The focused‑service segment continues to present a particularly strong opportunity in Australasia, supported by efficient operating models and the growth of domestic and regional travel.

Hilton Garden Inn continues to resonate with owners and guests alike, supporting our ambition to meaningfully expand the brand’s footprint across the region over the coming years.