A major study of 14,000 travellers, including respondents from the UK and Australia, has found that British holidaymakers still trust family and friends over AI when seeking travel tips and holiday recommendations.
In the UK, family (84%) and friends (81%) were trusted more than AI (45%) for travel advice and holiday hotspots. Only one in ten rely on influencers for travel guidance, highlighting what the report calls 'The Travel Trust Equation' as a strong theme for 2027.
Holidays Provide 'Sense of Purpose'
Of the 1,000 Brits surveyed as part of the Hilton 2027 Trends Report, The Great Rebalance, three-quarters said having a holiday booked gives them a 'sense of purpose'. This reflects 'The Beforeglow', with booking a trip providing a psychological lift and a sense of excitement, motivation and escape ahead of departure.
More than a quarter (27%) also find new perspective through travel, which changes how they view everyday life.
Gen Z Travel Trends
Nearly three in ten (28%) of Gen Z travellers see holidays as a chance to kick-start a healthier lifestyle, while 63% are more likely to make a life change after returning home from their travels. Nearly three-quarters of this generation (74%) feel motivated to stick to personal goals knowing a holiday is on the cards, and 32% regard maintaining their fitness routine while away as 'non-negotiable'.
The study also found 60% of all Brits claimed having a holiday booked helps them stick to their goals, while 53% use them to mark important life moments, meaning travellers are well into their 'Optimisation Era'.
Boomers Prefer to Go With the Flow
The Morning Consult research found 29% of younger travellers feel pressure to plan the 'right' kind of trip, compared with just 6% of 62-80-year-olds, showing a rise in 'Boomer Goals'. Only 18% of this older generation stick to a strict itinerary, compared with 41% of Gen Z, with 53% of Boomers favouring 'going with the flow' instead. And 72% never feel pressure when making travel decisions, compared with only 27% of Gen Z.
Status Seekers and Micro-Travel
Among younger holidaymakers, 27% of Gen Z belong to a points or miles programme, with 37% admitting to feeling jealous of friends with a higher travel status, and 41% seeing that status as a sign of personal success. A further 58% of 18-to-29-year-olds believed people with elite travel status have greater influence over group travel decisions.
Where travellers stay is changing too, as gardens were named as an accommodation 'must-have' by 40% of Brits, placing them ahead of hotel pools at a third. Fresh air and time outdoors were key to holiday relaxation (76%), while 47% will use travel to spend more time immersed in settings such as forests, mountains and coastlines.
UK adults are also reconsidering the traditional big annual getaway in favour of shorter, more flexible breaks, with 65% planning to take more short trips over the next year. Among these 'micro-travellers', 35% want to tick more destinations off their travel lists, and 26% value the spontaneity offered by shorter breaks. A further 56% will plan a micro-trip around one standout experience, rising to 74% of Gen Z travellers.
Simon Vincent CBE, executive vice president and president, EMEA, 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."
He added: "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."
The report identifies seven travel trends for 2027: The Travel Trust Equation, Status Seekers, Boomer Goals, The Beforeglow, Optimisation Era, Wellness Rewired, and The Micro-Travel Mindset.
