The Great Rebalance: Hilton's 2027 Trends Report Reveals Why Travelers Are Embracing Good ‘Ish’ Over Perfection

MCLEAN, Va.--(BUSINESS WIRE)--Sep 29, 2026--

Next year, travelers are expected to ditch perfection for personal growth, flexibility and discovery. According to Hilton's newly released 2027 Trends Report, The Great Rebalance: How Travelers Are Expecting to Reset and Recalibrate in 2027, jetsetters are prioritizing trips that help them reset, gain perspective and make the most of their time away.

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Hilton Quang Hanh Onsen Resort (Photo: Hilton)

"We're seeing that travelers are less interested in someone else’s definition of perfection and more focused on planning travel on their own terms,” said Chris Nassetta, president and chief executive officer, Hilton. "This year’s report reinforces that people are looking for experiences that fit their lives, help them recharge, and create meaning that lasts long after they’ve returned home. As traveler expectations continue to evolve, it’s our phygital innovations, the seamless blending of physical environments and human touch with digital products, that will help guests make the most of their travel experience, while also building trust and loyalty.”

Hilton’s 2027 Trends Report is backed by extensive global research, including a survey of over 14,000 travelers across 14 countries conducted in partnership with Morning Consult. The report found five key trends:

The Rise of ‘Ish’: Letting Go of the Perfect Vacation

As travelers let go of the pressure to live up to someone else’s idea of the “perfect” trip, they're increasingly defining travel on their own terms.

The Travel Trust Equation: Human Expertise Makes the Difference

In an era of AI-powered travel planning, the human touch is becoming the ultimate differentiator.

Growth Getaways: Travel That Changes You

Travel is becoming more than a break from everyday life, as it is increasingly viewed as a catalyst for personal growth.

Wellness, Rewired: The New Balance of Wellbeing

Travelers are increasingly blending the digital and the analog to enhance wellbeing, support restoration and connect more deeply with themselves, their surroundings and others.

The Micro-Travel Mindset: Small Trips, Big Impact

Time has become one of the most valuable – and limited – resources shaping how people travel. Rather than waiting for the perfect opportunity to get away, travelers are embracing shorter, more frequent trips that are easier to plan and fit into everyday life.

Across Hilton's portfolio, these evolving travel behaviors are reflected in stays and experiences designed to meet travelers wherever they are on their journey. From trusted expertise and transformative experiences to restorative wellness and spontaneous getaways, Hilton is helping travelers redefine what makes a trip meaningful. With a diverse portfolio of 28 brands, over 9,400 properties and partnerships with category leading brands including Explora Journeys, AutoCamp, Small Luxury Hotels of the World and more, Hilton empowers travelers to pursue the experiences that matter most to them, no matter the stay experience.

For more information on the trends shaping travel in 2027, read the full Hilton 2027 Trends Report at stories.hilton.com/2027trends. To start planning your next stay, visit Hilton.com.

Methodology

These are the findings of a survey conducted by Morning Consult on behalf of Hilton between May 18-June 1, 2026, among a total sample of 14,744 next 12-month travelers (ages 18+) in the United States, Mexico, Brazil, Colombia, United Kingdom, Germany, Türkiye, United Arab Emirates, Saudi Arabia, Australia, China, India, Japan and Korea. Overall, the margin of error is ~1% in total. For an individual market, the margin of error is closer to 3%, on average.

FAQs

What are the top trends Hilton uncovered?

Hilton's 2027 Trends Report identifies five major trends expected to shape travel in 2027:

What insights informed the creation of Hilton's 2027 Trends Report?

Hilton's 2027 Trends Report is based on a global survey conducted in partnership with Morning Consult of more than 14,000 travelers across 14 countries.

What is "The Great Rebalance" in travel?

"The Great Rebalance" highlights the shift from pursuing the "perfect vacation" to embracing a more flexible, “good-ish” approach to travel, prioritizing, meaningful experiences, trusted expertise and wellbeing that continue to have an impact long after travelers return home.

About Hilton

Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 28 world-class brands comprising more than 9,400 properties and nearly 1.4 million rooms, in 144 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 4 billion guests in its more than 100-year history. Named as the No. 1 World's Best Workplace by Great Place to Work and Fortune, Hilton aims to create the best culture for its 500,000 team members around the world. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the 260 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, X, LinkedIn, Instagram and YouTube.

Zemi Miches Punta Cana All-Inclusive Resort, Curio Collection by Hilton (Photo: Hilton)

Conrad Athens The Ilisian (Photo: Hilton)

NEW YORK (AP) — David Stearns doesn't get a do-over. He knows that all too well.

One day after the New York Mets finished last in the NL East for the first time in 23 years, the team's embattled president of baseball operations was asked a pointed question.

Knowing what he knows now, would he have taken a full swing at re-signing Pete Alonso?

“I think that's a very fair question. The truth is in this job, I don't get mulligans,” Stearns said Monday. "I also recognize Pete had a tremendous year. And the totality of our production at first base wasn’t good enough.”

When the Mets didn't attempt to retain Alonso in free agency last fall, their homegrown franchise home run leader bolted for a $155 million, five-year contract with Baltimore as Stearns focused on improving the pitching and defense instead.

“I think I’ll retire the phrase `run prevention,’” Stearns said with a grin. “I don’t know that that one worked particularly well.”

Alonso topped the American League with 43 homers and 113 RBIs, playing in every game for the third consecutive season as the 31-year-old slugger became the first player in major league history to win an RBI crown in both leagues.

New York, meanwhile, never recovered from a 12-game losing streak in April. Despite a record $358 million opening-day payroll, the Mets struggled badly at the plate, were mediocre on the mound and finished 74-88 for their worst mark since 2017.

“This past weekend that we just experienced in Washington, where you are literally playing out the string, it’s miserable. That is a miserable experience for players, for coaches, for executives,” Stearns said during a 33-minute news conference at Citi Field to wrap up the season.

“I think we have an extraordinarily motivated organization, from ownership on down, to ensure that never happens again.”

The absence of Alonso at first base was magnified when lineup mainstays Juan Soto and Francisco Lindor were both sidelined for long stretches because of calf injuries.

Soto finished with a .908 OPS, the second-lowest of his career, while Lindor set full-season career lows with 49 RBIs, three stolen bases, a .225 batting average and a .733 OPS.

Mets first basemen had 18 homers, 77 RBIs and a .667 OPS — the third-lowest OPS at the position, ahead of only Seattle and Arizona.

Alonso received standing ovations from Mets fans before every at-bat during the Orioles’ three-game sweep at Citi Field this month. He took a rare curtain call on the road Sept. 15, when his 300th career homer tied the score for Baltimore in the ninth inning and chants of “Fire Stearns!” rang out from the crowd of 28,097.

Last week, the Mets added former Minnesota Twins president of baseball operations Derek Falvey to the front office when he was hired as senior adviser for baseball operations. Falvey will report directly to Stearns.

New York played better late in the season, going 27-22 after the Aug. 3 trade deadline despite a massive selloff and 40-41 overall under Andy Green, who took over as interim manager when Carlos Mendoza was fired June 26.

Green was given the full-time gig and a three-year contract last week.

Part of the improvement was fueled by rookie outfielders Carson Benge and A.J. Ewing, who combined for 31 homers and 47 stolen bases while playing strong defense. Rookie pitcher Nolan McLean went 12-10 with a 3.16 ERA in 31 starts.

But going into a critical offseason for Stearns, the Mets have major question marks at first base, second base, in the bullpen and the rotation.

“Over the second half of the season, last few months of the season, we saw some really encouraging signs and we saw some elements of our team take shape that gives us all great optimism for both the near- and long-term future,” Stearns said.

See AP’s full MLB coverage here

Baltimore Orioles Pete Alonso hits a solo home run during the first inning of a baseball game against the New York Mets, Wednesday, Sept. 16, 2026, in New York. (AP Photo/Eduardo Munoz Alvarez)

Baltimore Orioles' Pete Alonso, center, acknowledges the crowd after hitting a solo home run during the ninth inning of a baseball game against the New York Mets, Tuesday, Sept. 15, 2026, in New York. (AP Photo/Seth Wenig)

New York Mets' Juan Soto (22) walks back to the dugout after he was hit by a pitch by Washington Nationals pitcher Richard Lovelady during the ninth inning of a baseball game, Saturday, Sept. 26, 2026, in Washington. (AP Photo/Nick Wass)

Andy Green, right, responds to question during a news conference where he was introduced as the New York Mets new manager as President of Baseball Operations David Stearns, left, looks on before a baseball game against the Texas Rangers Tuesday, Sept. 22, 2026, in Arlington, Texas. (AP Photo/Stephen Hawkins)