Holidaymakers still prefer travel recommendations from family and friends over advice generated by artificial intelligence, according to a landmark study of 14,000 travellers from countries including the UK and Australia.
In the UK, family (84%) and friends (81%) trumped AI (45%) for travel tips and holiday hotspots. Just one in 10 rely on influencers for travel advice, highlighting what the report calls 'The Travel Trust Equation' as a strong theme emerging for 2027.
Travel loyalty programmes gain popularity
Of the 1,000 Brits surveyed as part of the Hilton 2027 Trends Report, The Great Rebalance, 75% said having a holiday booked gives them a 'sense of purpose'. This reflects 'The Beforeglow', with booking a trip giving people a psychological lift and offering a sense of excitement, motivation and escape ahead of departure.
More than a quarter (27%) also find new perspectives through travel, which changes how they view everyday life.
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."
Gen Z travellers and the 'Optimisation Era'
Nearly three in 10 (28%) of Gen Z travellers see holidays as a chance to kick-start a healthier lifestyle, whereas 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% regarded 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'.
Rise of 'Status Seekers' and 'Boomer Goals'
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. More than seven in 10 (72%) never feel pressure when making travel decisions, compared with only 27% of Gen Z.
Another status symbol among younger holidaymakers emerged, with 27% of Gen Z belonging to a points or miles programme. The rise of 'Status Seekers' suggests travel loyalty programmes have had a boost in popularity, where status matters as much as savings. Nearly four in 10 (37%) admitted to feeling jealous of friends with a higher travel status, as 41% see 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 a residence '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.
Micro-travel mindset
UK adults are also reconsidering the typical 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 incredible experience, rising to 74% of Gen Z travellers.
Simon Vincent added: "With a portfolio spanning everything from luxury retreats and city-centre collection hotels to family-friendly resorts and extended-stay brands, we offer travellers the choice and flexibility to find the experiences that are right for them."
