According to Hilton 2026 Trends Report, we’re entering a new era of travel: the rise of the “Whycation”. In a global survey of 14,000+ travelers, 56% cited “rest and recharge” as their primary motivation for 2026. This signals a shift that the “Checklist Traveler” is giving way to the “Intentional Traveler.”According to Hilton 2026 Trends Report, we’re entering a new era of travel: the rise of the “Whycation”. In a global survey of 14,000+ travelers, 56% cited “rest and recharge” as their primary motivation for 2026. This signals a shift that the “Checklist Traveler” is giving way to the “Intentional Traveler.”
Is the “where” of travel becoming secondary to the “why”?
