Summary:
- The American road trip will return in 2026, according to Hilton.
- About 90 percent rank a comfortable bed as the top post-drive amenity.
- 61 percent will not drive more than five hours without stopping for a hotel stay.
THE AMERICAN ROAD trip is set to return ahead of the nation’s 250th anniversary in 2026, with travelers driving at their own pace, according to a Hilton survey. About 90 percent consider a comfortable bed the top amenity after a day on the road and 61 percent will not drive more than five hours without stopping for a hotel stay.
In Hilton’s 2026 Trends Report, “The Whycation: Travel’s New Starting Point,” the question isn’t “Where are we going?” but “Why are we going?” After years of “more is more” travel, 2026 marks a shift toward intentional experiences, the report said, with travelers choosing trips that begin with purpose rather than just a destination.
“As travelers seek more meaning from their journeys, trust and familiarity have never been more important,” said Chris Nassetta, Hilton’s president and CEO. “This year’s report shows that 74 percent of travelers value booking with brands they know and trust, a clear signal that comfort and consistency are essential in today’s travel landscape. More than ever, it’s the feeling behind the trip that’s guiding where the journey begins.”
About 83 percent of Americans consider free breakfast essential and 63 percent require a hotel pool to break up long drives, the poll found. About 73 percent of travelers value digital check-in and 27 percent communicate with hotels more than they used to, favoring technology for ease and speed. Nearly half of travelers, 48 percent, are adding extra days to their trips for solo time around family vacations, while more than half, 54 percent, say they would take a business trip to get a break from family or partners.
Over a quarter of business travelers, 27 percent, actively seek solo time on work trips. Around 30 percent opt for a private late-night meal and 19 percent choose sleep over socializing with colleagues.
Nearly 80 percent of travelers find comfort in familiar menu items and 48 percent cook their own meals while away. At the same time, 77 percent enjoy browsing grocery stores abroad, blending everyday rituals with local flavors. Among pet owners, 64 percent prioritize their pet’s needs over their own when booking a trip and 75 percent of plant owners factor watering into vacation plans. Travelers are planning with all their dependents in mind.
Time for personal growth is also a priority: 72 percent want to explore a hobby or passion during time off, and 60 percent would disconnect entirely to travel for months or even years. Comfort now includes space to evolve as well as rest.
Two-thirds of travelers say their hotel choices have been shaped by their parents, 58 percent say the same about loyalty programs and 73 percent report that their overall travel style has been influenced by family. More than half of families, 53 percent, travel with at least one adult child and in most cases, parents cover the cost. Only 11 percent of adult children globally pay for the full trip.
Hilton’s 2026 Trends Report draws on a survey of more than 14,000 travelers in 14 countries conducted with Ipsos, insights from 5,000 Hilton team members and feedback from 1,000 Hilton Honors members.
A recent survey by the American Hotel & Lodging Association found that more than half of U.S. adults plan overnight leisure or business travel before the end of the year.
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