Keep Calm & Carry On: Trends Shaping Travel NowKeep Calm & Carry On: Trends Shaping Travel Now
Hilton Director Marina Nicholson shares the scoop on five travel trends revealed in the company’s recent survey of 14,000 global travelers. Find out how they might impact events.
October 27, 2025
Earlier this month, Hilton released its 2026 TrendsReport, offering a global look at the trends shaping travel in the year ahead. The report uncovers both leisure and business traveler insights and perspectives.
Key findings include:
Hushpitality: 28% of group travelers plan to seek more quiet moments by themselves.
Me-Time Movement: 17% of business travelers enjoy a solo in-room workout to avoid colleagues in the gym.
Tech Tools: 61% of travelers report finding AI tools valuable when planning their trips.
Finding Time to Unwind: More than one in four (27%) business travelers actively seek alone time during work trips to fuel up or re-energize.
Context: On Oct. 22, Hilton released its 3rd Quarter financials, reporting growth in revenues year over year while RevPAR (revenue per available room) declined 1.1%. In October, Hilton reached its 9,000th property milestone with the opening of the Signia by Hilton La Cantera Resort and Spa. Hilton approved 33,000 new rooms for development during Q3, bringing its development pipeline to a record 515,400 rooms as of Sept. 30, representing growth of 5% year over year.
How do these findings impact meetings and events? We sat down with Hilton Director Marina Nicholson at IMEX America to dive deeper into the data.
Here are five key takeaways from our conversation, or watch or listen to the full interview.
1. Why-cation Trend: Nicholson highlighted the shift towards purpose-driven travel, where attendees focus on the “why” rather than the “where.” This trend emphasizes meaningful engagement and community connection during events.
2. Bringing Local Flavor to Events: Hilton is committed to integrating local culture into events at their hotels. Nicholson shared an example from an event in Columbus, Ohio, where local snacks like buckeyes were prepared to give attendees a taste of the region.
3. Tech Innovations for Planners: Hilton is making it faster and easier to plan for smaller gatherings, specifically events for fewer than 35. This DIY tool (navigate to “Book event spaces” under “Gather your group”) allows planners to manage everything online—from room bookings to food packages—streamlining the process without having to make a phone call.
Hilton Director Marina Nicholson at IMEX America
Located at the base of the Francis Scott Key Bridge and rising above the Potomac River, the Hilton Arlington Rosslyn The Key features 331 contemporary guest rooms and 28,000 sq. ft. of flexible meeting and event space. The D.C. metro area hotel that opened in August offers silent pods near the meeting space so attendees can find a quiet spot to take calls or catch up on emails. Photo: Hilton
4. Creating Spaces for Solitude: Recognizing the need for personal downtime for business travelers, Hilton has introduced silent pods in their new hotels. These spaces offer attendees a quiet place to catch up on emails or make private calls. For example, the new 36-story Hilton: Arlington Rosslyn - The Key features several silent pods in the pre-function space right next to the meeting space, said Nicholson. In guest rooms, Hilton provides guests with complimentary access to Calm, a mental health app designed to help meditation and sleep.
5. Community Engagement: Hilton encourages event attendees to connect with local communities through service activities. Nicholson shared a memorable beach cleanup in Tulum, highlighting the importance of giving back during corporate events.
Behind the numbers: The report was compiled from internal insights paired with a global survey of more than 14,000 travelers across 14 countries. Find the full report here.
Located in the Yeouido Business District, the 434-room Conrad Seoul offers panoramic views of the Han River and city skyline for travelers to enjoy during their moments of solitude. Photo: Hilton
