Hilton’s latest trends report for 2025 predicts a rise in “Travel Maximizers,” with travelers eager to mix relaxation and adventure.
The global research, surveying 13,000 travelers from 13 nations, indicates a significant shift toward integrating high-impact adventures into travel plans.
"Our 2025 Trends Report uncovers what has been simmering for years – the intersection of work and play; of relaxation and adventure; of being alone but together," said Hilton President and CEO Chris Nassetta. "Travelers don't just want to choose their own adventure – they want to maximize every moment from their time away."
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