From nostalgia travel to sleep tourism: Hilton's travel trends of 2025

UAE travellers are picking destinations they dreamed of visiting as a child and prioritising a good night's sleep while on holiday, according to Hilton's 2025 Trends Report.

The global study, which explores traveller behaviours across key markets, found that UAE holidaymakers travel for leisure, mainly to spend quality time with friends and family (45%) or to rest and recharge (42%).

Other reasons to travel include learning about the world and cultures (31%), seeking one-of-a-kind experiences (28%), discovering new locations (28%), recreating memories from familiar destinations (26%) and self-discovery and mental health (26%).

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Family Travel
Nearly half (45%) of UAE travellers plan their leisure travel around spending quality time with their family or friends. Additionally, 36% of 18- to 34-year-olds plan to travel with their parents next year, and when travelling with children, three in four (75%) UAE travellers pick destinations that they wanted to visit as a child.

Beach Holidays
Travellers from the UAE are prioritising rest and relaxation during their holidays. The research revealed that 81% of UAE travellers value being pampered during their trips, and 71% enjoy lying on the beach or by the pool all day. Additionally, 43% book wellness or spa experiences during their travels to enhance their sleep.

"Our 2025 Trends Report shows that resting and recharging continue to be primary motivators to travel, and exploring nostalgic destinations with family and friends is on the rise."

For more information, visit stories.hilton.com/2025trends

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