The 2023 Traveler
Emerging Trends that are
Innovating the Travel Experience
A Report from Hilton
Waldorf Astoria Ras Al KhaimahTABLE OF CONTENTS
03 CEO Foreword
Setting the Stage for 2023
04 In Summary
The Pro?le of the 2023 Traveler
05 Trend 1
People will turn to travel for
deeper, more engaging, human
experiences and connections
08 Trend 2
People will recognize authentic
travel as an essential part of their
wellness routine
13 Trend 3
Travelers will want to be taken
care of more than ever
16 Trend 4
Travelers want frictionless travel
innovations that are both
technology- and human-led
21 Methodology and
Contact InformationTABLE OF CONTENTS
SETTING THE STAGE FOR 2023
This year, again, proved that travel is an
2022 will go down in history as the year when travel
unstoppable force. Travelers illustrated
came roaring back and changed before our eyes.
month-over-month and week-over-week
Travelers appeared earlier and in larger numbers
their strong desire to see and connect with
than anyone predicted. We learned how to travel
the world.
with pets. We packed our bags in search of
relaxation and rejuvenation. We attended
The following Hilton Trends Report spotlights
previously postponed weddings and concerts. We
the expected pro?le of the 2023 traveler while
planned corporate retreats for entirely new teams.
also showcasing how this years tension points
We cashed in our loyalty points for the
helped evolve travel preferences. Throughout,
long-awaited vacation of our dreams. In 2022, we
you will get a sneak peek into the creative and
walked away from our screens and were reminded
innovative solutions that will underpin our team
of the unmistakable power of in-person
members’ e昀昀orts to deliver exceptional stay
connections.
experiences in 2023 and beyond.
2022 also uncovered unexpected friction points.
We are stepping into next year optimistically;
After years of slowing down, life accelerated for
ready for the adventures in front of us. Beyond
many full speed ahead without a clear
2023, our dedication to ?ll the world with the
roadmap, creating a tension between the new and
light and warmth of hospitality will always guide
the old. Many employers and employees returned
our e昀昀orts. Hospitality will always be the heart
to o昀?ces while still joining virtual meetings. Travel
of Hilton.
demand outpaced travel recovery.
For those hitting the road, travel was familiar and
Until we welcome you again
unfamiliar at the same time. Both leisure and
safe travels!
business travel faced speed bumps, resulting in
some challenges, skepticism and less-than-ideal
experiences. Despite these realities, travelers
continued to explore destinations, both new and
previous favorites and put their faith in our
industry. In 2022, we realized how much it matters
where you stay.
Chris Nassetta
President and
Chief Executive O昀?cer
03 Hilton Trends Report 2022
1. Hilton 2022 Travel Trends SurveyTABLE OF CONTENTS
IN SUMMARY: THE PROFILE OF THE 2023 TRAVELER
Following both qualitative and quantitative
research, four consistent themes emerged
that articulate the desires, preferences and
passions of the 2023 traveler.
People will turn to travel for People will recognize authentic
deeper, more engaging, human travel as an essential part of their
experiences and connections. wellness routine.
Learn more Learn more
Travelers will want to be taken Travelers want frictionless travel
care of more than ever. innovations that are both
technology- and human-led.
Learn more Learn more
04 Hilton Trends Report 2022TABLE OF CONTENTS
IN SUMMARY: THE PROFILE OF THE 2023 TRAVELER
Following both qualitative and quantitative
research, four consistent themes emerged
that articulate the desires, preferences and
passions of the 2023 traveler.
People will turn to travel for People will recognize authentic
deeper, more engaging, human travel as an essential part of their
experiences and connections. wellness routine.
Travel is a gateway to discovering di昀昀erent As the world emerged from the pandemic,
cultures and perspectives and, in 2023, people reconsidered what wellness meant
people will focus on travel as a way to in their lives considering areas of
create deeper connections with friends, mindfulness, emotional well-being and sleep,
family, colleagues, customers, cultures and in addition to nutrition and ?tness. In 2023,
the earth. There will be a rising interest in travelers will further prioritize travel with
unique and engaging experiences, design wellness in mind, looking for
and food & beverage programs, especially accommodations, destinations and
ones that connect the traveler to the local authentic travel experiences that address
communities. their holistic wellness needs.
Travelers will want to be taken Travelers want frictionless travel
care of more than ever. innovations that are both
technology- and human-led.
Next year, there will be a renewed While technology often powers the
appreciation for the most basic tenet of day-to-day, people provide relatability and
hospitality: to feel cared for. Travelers will personalization. To reduce travels strongest
be loyal to those brands and partners that tension points, travelers will utilize new
?ll this emotional and physical need and technologies, like enhanced online booking
welcome moments of personalization or options and app-based solutions to make
recognition for their loyalty. travel easier but continue to want excellent
customer service through personalized
guest engagements, tailored corporate
contracts and unique event activations.
04 Hilton Trends Report 2022
TABLE OF CONTENTS
People will turn to travel for deeper, more engaging, human
experiences and connections
Hilton recently commissioned a global survey to better understand the evolving passions and preferences of
travelers. According to the study, 84% of global consumers hope to travel just as much or more in 2023. During
their travels, survey respondents expect to gravitate toward even more engaging and diverse experiences and events.
“Today’s hotel experience has evolved to re?ect
49%
and complement its surrounding destination
of survey
from the design style and dining o昀昀erings to
respondents are
in-room amenities and on-property experiences
looking to be
allowing guests to better connect with the local
immersed in
cultures and communities in which they are
local cultures
and products
visiting. With 18 distinct, award-winning brands,
while traveling
we have a hotel for every type of traveler and
in 2023
that portfolio continues to expand globally.
Conrad Koh Samui
Matt Schuyler
Chief Brand O昀?cer, Hilton
CONNECTING THROUGH CULINARY EXPERIENCES
Throughout Hiltons global portfolio, destination-focused culinary
travel packages are expected to be on the rise next year. Recently,
unique package o昀昀erings such as celebrity chef culinary weekends
have become popular in resort destinations like Los Cabos, Mexico,
and Almancil, Portugal. Waldorf Astoria Los Cabos Pedregal hosted
?ve culinary weekends in 2022, partnering with top-tier celebrity chefs
including Sustainable Chef Kim Alter, renowned Mexican chef
Claudette Zepeda, award winning chefs: Michael Mina, Nancy Silverton,
Nancy Oakes and barbeque legend Ronnie Killen. Each weekend sold
out within days and required minimal marketing e昀昀orts to drive
awareness. Conrad Algarve in Portugal has seen similar success with
its recent 10-star Michelin Chef event in October, where all seven of
the regions Michelin Chefs came together in celebration of
International Chef Day.
Immersive culinary journeys start at the source at Conrad Koh Samui
in Thailand, where families can pick up eco-friendly farming techniques
and learn about the farm-to-table movement at the resorts Iris Farm,
which grows organic produce for the resorts bars and restaurants.
05 Hilton Trends Report 2022
1. Hilton 2022 Travel Trends SurveyTABLE OF CONTENTS
PACKAGING UP PERSONAL PASSIONS AND CELEBRATIONS
Beyond food, travelers will pack their passions next year, looking to identify exceptional experiences that
complement their personal interests.
40%
The recent reinvigoration of
of travelers will be
Hilton Honors Experiences with
looking for more
new exclusive artist and celebrity
immersive, personalized
events enables Hilton Honors
access to unique
members to redeem their
experiences and
Points for once-in-a-lifetime,
activities in 2023, such
members-only events and
as performances, events,
experiences, beyond room
classes or spa
nights.
treatments1
Learn more
As we move further into our new normal,
one thing is clear people are shifting
their spending to focus on experiences,
like the ones we o昀昀er at our hotels and
resorts. From belated gatherings to family
reunions to 40th birthdays celebrated
during the 42nd year, we are seeing a
trend of traditional milestones celebrated
at untraditional times to make up for the
experiences and connections lost during
the pandemic.
Danny Hughes
Executive Vice President & President,
Americas, Hilton
As more travelers engage in unique, once-in-a-lifetime
moments, experiences and celebrations, there will also
be a heightened desire to preserve those experiences.
Photo-forward hotel programming e昀昀orts, like the
Waitographer program in the UK and the UAE, are
anticipated to increase in popularity.
06 Hilton Trends Report 2022
1. Hilton 2022 Travel Trends SurveyTABLE OF CONTENTS
PACKAGING UP PERSONAL PASSIONS AND CELEBRATIONS
Beyond food, travelers will pack their passions next year, looking to identify exceptional experiences that
complement their personal interests.
40%
The recent reinvigoration of
of travelers will be
In 2022, the McL Hilton Honors Experiences with aren VIP experiences in
looking for more
Singapore, Miami and the UK were the new exclusive artist and celebrity
immersive, personalized
top-performing o erings, with just under 26 events enables Hilton Honors
access to unique
million Hilton Honors P members t oints redeemed across o redeem their
experiences and
the three events. Hilton Honors Experiences Points for once-in-a-lifetime,
activities in 2023, such
also open the door to immersive e members-only events and xperiences,
as performances, events,
such as making fresh Chinese noodles and a experiences, beyond room
classes or spa
variety of delicious dim sum at Conrad nights.
treatments1
Maldives Rangali Island, or baking a
mouth-watering Royal Praline Cake and
Learn more
soft-centered Melting Moment cookies as part
of a ‘Master Class’ led by Hilton Kuala
Lumpur’s renowned pastry chefs. The platform
saw a 77% increase in Hilton Honors Point
redemptions from January to September 2022
compared to the same time period in 2021.
With experiences expected to be at the
As we move further into our new normal,
forefront of travel decisions, this engagement
one thing is clear people are shifting is anticipated to strengthen next year.
their spending to focus on experiences,
like the ones we o昀昀er at our hotels and
Hilton Bandung
resorts. From belated gatherings to family
reunions to 40th birthdays celebrated
during the 42nd year, we are seeing a
trend of traditional milestones celebrated
at untraditional times to make up for the
experiences and connections lost during
the pandemic.
Danny Hughes
Executive Vice President & President,
Americas, Hilton
As more travelers engage in unique, once-in-a-lifetime
moments, experiences and celebrations, there will also
be a heightened desire to preserve those experiences.
Photo-forward hotel programming e昀昀orts, like the
Waitographer program in the UK and the UAE, are
anticipated to increase in popularity.
06 Hilton Trends Report 2022
1. Hilton 2022 Travel Trends SurveyTABLE OF CONTENTS
As it relates to the destination, more groups are
BUILDING BUSINESS RELATIONSHIPS
gravitating to all-inclusive resorts and sustainable
AND MAKING AN IMPACT
locations for both group and incentive travel, a
trend that is expected to continue into 2023,
According to the recent Hilton global survey, the
especially in the U.S. New resort o昀昀erings in
respondents who travel for work expect to do so more in
appealing destinations, like Hilton Tulum Riviera
2023 and are looking to make or strengthen connections
Maya All-inclusive Resort, allow groups to enjoy
with co-workers or customers during those trips.
the propertys fresh design and elevated dining
experiences while also maximizing their downtime
Today, whether a transient business
to interact with other guests and attendees.
traveler or an event planner, people are
taking a close look at their schedules, as
Regardless of the property type, event planners
well as their destinations, to maximize the
are focused on building agendas that help
attendees strengthen relationships with each
time they have to build and strengthen
other, while also seeking out organizations and
relationships while traveling or attending
venues that help them achieve their companys
events. While this was always an objective
ESG goals. With that in mind, programs like Meet
of corporate and group travel, it is now a
with Purpose are expected to rise in popularity
top objective for many planners as
next year. The program, introduced in 2015 and
companies work to improve their teams
relaunched in 2022, was built to help customers
culture or expand their customer base.
create meaningful change in both the attendee
experience and within the communities they visit
and focuses on three areas: Gather Sustainably,
Gerilyn Horan
Nourish Attendees and Communities, and Impact
Vice President, Group Sales and
the Destination.
Strategic Accounts, Hilton
Hilton Tulum Riviera Maya
07 Hilton Trends Report 2022
1. Hilton 2022 Travel Trends Survey
TABLE OF CONTENTS
People will recognize authentic travel as an
essential part of their wellness routine
With a growing interest in personal wellness, in 2023, people will further de?ne what “wellness” means in their
lives considering areas of sleep, recovery, nutrition and mindfulness. In fact, 50% of global Hilton survey
respondents feel its important that their 2023 travels address their mental or physical wellness. When
planning their travel, those individuals will look for accommodations, destinations and authentic travel
experiences that address their overall wellness needs.
Wellness has long been important to our
guests, and we know the pandemic
accelerated customers expectations for
brands to meet them where they are in their
own personal wellness journeys. This cultural
shift now serves as an underlying catalyst for
us to increase our focus on wellness at Hilton,
from the partnerships we choose to the
on-property experiences o昀昀ered across our
brands at hotels around the world. Hilton is in
a unique position to lead and address overall
well-being, as we continue to innovate to meet
the changing consumer wellness needs.
Lara Hernandez
Senior Vice President, Global Brand
Planning & Innovation, Hilton
WELLNESS FOR
THE BODY
On the road, most travelers are looking to recharge, recover or relax and nourish their bodies. Being able to
address their physical well-being while traveling will be a priority for a third (33%) of global travelers in 2023,
and for over a quarter (26%) of respondents accessibility to ?tness amenities like centers or activities will be
top of mind while traveling next year.
Hilton remains committed to meeting the needs of these travelers, and just recently announced a new,
industry ?rst partnership with Peloton. By the end of the year, nearly all 5,400 hotels across Hilton’s U.S. hotel
portfolio of 18 award-winning brands will feature at least one Peloton Bike in every ?tness center, providing
guests with a more holistic wellness experience, including access to Pelotons world-class instructors and
expansive connected ?tness content.
08 Hilton Trends Report 2022
1. Hilton 2022 Travel Trends SurveyTABLE OF CONTENTS
Canopy by Hilton Washington DC Bethesda North
Hiltons 18 distinct brands each provide a unique approach to wellness. For instance, Tempo
by Hilton showcases how wellness can be seamlessly integrated into the hotel and guest
experience. Wellness and innovation have been at the core of the brands identity since it
was introduced in 2020, curating approachable and thoughtful accommodations to help
guests relax and recharge.
Learn more
Waldorf Astoria Hotels & Resorts also recognizes as well as fragrances and accessories for self and
the value of partnering with complementary brands space. In addition to o昀昀ering select favored
to enhance the on-property wellness o昀昀erings. In formulations in-room, the partnership also marks
2022, to rejuvenate the in-room guest experience the conscious shift from travel-size toiletries for
within the portfolio, the brand announced a the Waldorf Astoria brand as part of Hiltons
partnership with Aesop, known for formulating ongoing commitment to reduce its
high-quality products for the skin, body and hair, environmental impact.
Beyond improving ?tness and amenity o昀昀erings, Hilton continues to evolve its food and beverage
concepts to address guests changing nutritional preferences and tastes.
41%
32%
of travelers, globally, will
of travelers will prioritize
be looking for healthier
locally sourced food and
options to eat and drink
1
beverage products
as they travel next year
No matter where you are in the world, it is clear that
todays modern traveler is searching for unique food
and beverage experiences, and their interests stretch
far beyond what is on the plate or in the glass,
including a greater attention to their overall
Adam Crocini
well-being. Knowing each guest is looking for high
Senior Vice President
quality and di昀昀erentiated experiences, our teams are
and Global Head,
developing concepts that address current trends and
Food & Beverage Brands,
?ll market needs to provide the most relevant F&B
Hilton
experience, meeting our guests where they are.
09 Hilton Trends Report 2022
1. Hilton 2022 Travel Trends SurveyTABLE OF CONTENTS
Canopy by Hilton Washington DC Bethesda North
Hiltons 18 distinct brands each provide a unique approach to wellness. For instance, Tempo
The ?rst Tempo by Hilton hotel will open in Times
by Hilton showcases how wellness can be seamlessly integrated into the hotel and guest
Square in 2023. The new hotel will be designed with
experience. Wellness and innovation have been at the core of the brands identity since it
thoughtfully appointed rooms that o er comfort and
was introduced in 2020, curating approachable and thoughtful accommodations to help
functionality, plus an emphasis on well-being.
guests relax and recharge.
Learn more
Waldorf Astoria Hotels & Resorts also recognizes as well as fragrances and accessories for self and
the value of partnering with complementary brands space. In addition to o昀昀ering select favored
to enhance the on-property wellness o昀昀erings. In formulations in-room, the partnership also marks
2022, to rejuvenate the in-room guest experience the conscious shift from travel-size toiletries for
within the portfolio, the brand announced a the Waldorf Astoria brand as part of Hiltons
partnership with Aesop, known for formulating ongoing commitment to reduce its
high-quality products for the skin, body and hair, environmental impact.
Beyond improving ?tness and amenity o昀昀erings, Hilton continues to evolve its food and beverage
concepts to address guests changing nutritional preferences and tastes.
41%
32%
of travelers, globally, will
of travelers will prioritize
be looking for healthier
locally sourced food and
options to eat and drink
1
beverage products
as they travel next year
No matter where you are in the world, it is clear that
todays modern traveler is searching for unique food
and beverage experiences, and their interests stretch
far beyond what is on the plate or in the glass,
including a greater attention to their overall wellbeing.
Adam Crocini
Knowing each guest is looking for high quality and
Senior Vice President
di昀昀erentiated experiences, our teams are developing
and Global Head,
concepts that address current trends and ?ll market
Food & Beverage Brands,
needs to provide the most relevant F&B experience,
Hilton
meeting our guests where they are.
09 Hilton Trends Report 2022
1. Hilton 2022 Travel Trends SurveyTABLE OF CONTENTS
“In Asia Paci?c, sharing a meal with family,
friends and colleagues is integral to the
social fabric of the community, enabling
locals and international guests to make new
connections and reconnect. Dining options
within the hotel are amongst the top
considerations for Asia-Paci?c travelers
when choosing where to stay. Were seeing
diners consciously opt for food that is
healthier, more sustainable and authentically
local, and are continually ensuring our food
and beverage o昀昀erings cater to these
preferences across our portfolio of brands.
Alex Jaritz
Senior Vice President, Brand
Management, Asia Paci?c, Hilton
In the Europe, Middle East and Africa region, an increasing
number of diners are identifying as reductarians those
who reduce their meat consumption. Fueled by a renewed
passion for eco-conscious consumerism and emphasis on
health, the reductarian diet ultimately stems from pop
culture and surged during the pandemic. Around the world,
the global Hilton Food & Beverage teams are also seeing
an increased number of vegetarians, people converting to
100% plant-based diets and others joining the sober
curious movement, trading in alcoholic drinks for low-to-no
ABV beverages.
Even as wellness o昀昀erings expand beyond
the traditional, when it comes to spa
Waldorf Astoria Dubai
services, its not just a static massage
menu anymore. Travelers are seeking
impactful, transformative experiences,
including results-driven spa treatments
“Food & Beverage is playing an
that leave them feeling or looking
increasingly large role in peoples travel
refreshed and rejuvenated. Hilton is seeing
an increased demand for spiritually plans, so people want access to incredible
connected treatments, including
and authentic dining experiences, with a
connecting the traveler to nature and
particular focus on local, including local
other ancient practices like the Temezcal
strategies, like reducing airmiles and
Ceremony at Hilton Playa del Carmens
supporting local sustainability. Health
SPAzul, where ancient philosophies are
continues to be top-of-mind, and we are
combined with cutting edge wellness
introducing more plant-based,
techniques as guests indulge in an ancient
sober-conscious options at our hotels.
ritual cleanse with a traditional
Mesoamerican stone steam bath. From
aromatherapies to sound baths to salt
Emma Banks
stone massages, Hilton has spa o昀昀erings
Vice President, F&B Strategy and
for every type of traveler, every stay.
Development, Europe, Middle East
and Africa, Hilton
10 Hilton Trends Report 2022TABLE OF CONTENTS
WELLNESS FOR THE MIND
As people pay more attention to their mental well-being, they will look for insights
and solutions that improve their mental and emotional health.
35% 49%
of global survey of employed global
respondents will prioritize survey respondents will
the ability to address and be looking to travel in
improve their mental 2023 to disconnect from
wellness on the road1 work1
With this in mind, theres an anticipated
shift toward purposeful, authentic travel
experiences and away from social
media-driven travel moments.
For instance, at the newly-opened Royal
Palm Galapagos, Curio Collection by
Hilton, travelers can book their unique
30-day Live Life sabbatical experience .
This extraordinary package gives guests a
chance to respectfully immerse
themselves in nature while experiencing
the uniqueness of the UNESCO World
Heritage Galapagos. Visitors will discover
how the island of Santa Cruz inspires
exploration and rejuvenation with a wide
variety of adventures, from hiking,
snorkeling and kayaking to nighttime bird
watching, encountering giant tortoises up
close, touring lava tunnels and more.
Signia by Hilton properties address the
premium wellness needs for sophisticated
leisure, business or group travelers. For
instance, guests at the recently opened
Signia by Hilton San Jose can recharge in
the expansive ?tness center with
upgraded Technogym equipment, steam
room and sauna; relax and disconnect
from work at the outdoor rooftop pool
overlooking the mountains; or indulge in
chef driven food and beverage outlets
focused on a variety of global cuisines and
California wellness.
11 Hilton Trends Report 2022
1. Hilton 2022 Travel Trends SurveyTABLE OF CONTENTS
WELLNESS FOR THE SPIRIT
Travelers want to connect with each other while also preserving the world around them. More than
ever, people will be looking at brands that are embracing their purpose and doing their part for local
communities. As one of the worlds largest hospitality companies, Hilton drives responsible global
tourism through its Travel with Purpose ESG strategy supporting the local communities in which it
operates for generations of travelers to come.
36%
of travelers will be
looking to learn about
local cultures or give
back to the community
1
during their 2023 travels
In partnership with Hilton, hotel owners are helping to lead the
charge in preserving the environment. At Hotel Marcel New
Haven, Tapestry Collection by Hilton, the ?rst anticipated
net-zero hotel in the U.S., the on-site American restaurant and
lounge BLDG (pronounced “building”) o昀昀ers locally-sourced
menu items served alongside biodynamic and organic wines.
BLDGs kitchen, as well as the hotels laundry room and heating
systems, run on electricity instead of natural gas.
Innovative partners are also coming to the table with
eco-friendly solutions that are both sustainable and ?avorful. In
the UAE, Hilton partnered with the world’s ?rst climate-positive
gin and vodka brand, Ndar , becoming the ?rst hospitality
brand in the UAE to launch the product. The spirit, which is
made from peas, avoids more carbon emissions than it
produces. Ndar products and crafted cocktails are available at
select hotels within the UAE portfolio, including Waldorf
Astoria Dubai International Financial Centre and Waldorf
Astoria Ras Al Khaimah whose mixologists developed the
bespoke cocktail menu.
Our company was founded on the belief
Erica Gordon
that our hospitality has the power to be a
Senior Vice President
force for good. As the world returns to
and Global Head,
travel, doing so sustainably and responsibly
Public A昀昀airs & ESG, Hilton
has never been more important.
12 Hilton Trends Report 2022
1. Hilton 2022 Travel Trends SurveyTABLE OF CONTENTS
Travelers will want to be taken care of more than ever
Today, there is a renewed appreciation for the most basic tenet of hospitality: to feel cared for. In look-
ing forward, people will be loyal to those brands and partners who ful?ll that emotional and physical
need. Both business and leisure travelers will also welcome moments of recognition for their loyalty.
“In Asia Paci?c, the pent-up desire to reconnect with loved ones as travel
takes on a deeper meaning is resulting in todays leisure traveler emphasizing
quality time with family. Exceptional hospitality and innovative guest
experiences that anticipate this need go a long way in giving families the
peace of mind knowing that they will be taken care of on every level, including
helping them to create more shared moments and memories together.
Ben George
Senior Vice President and
Commercial Director,
Hilton, Asia Paci?c
According to a new Hilton survey conducted by Wake?eld Research and as spotlighted in Hilton’s latest
brand platform, Hilton. For the Stay, travelers feel strongly about being cared for during any given trip.
84%
93%
who have had a less-than-
of travelers agree that a ideal rental or homeshare
hotel stay experience can experience agreed they are
make or break a trip1 more likely to stay in a hotel
for their next trip1
At Hilton, true hospitality, caring for guests
Matt Schuyler
Chief Brand O昀?cer,
from check-in to check-out, is at the heart of
Hilton
everything we do. Whether at a newly introduced
Tempo by Hilton property or discovering the
Home2 Suites brand in Asia Paci?c, we
understand the importance of delivering reliable
and friendly service to every guest, every stay.
13 Hilton Trends Report 2022
1. Hilton 2022 Travel Trends SurveyTABLE OF CONTENTS
RECOGNIZING LOYALTY WHEN IT MATTERS MOST
Hilton Honors members know the importance of wanting to feel valued for their loyalty. After Hilton Honors
rolled out automated upgrades to Luxury, Lifestyle and Full Service brands, the program awarded more than
one million auto-upgrades to Gold and Diamond members systemwide between November 2021
September 2022. Knowing upgrades are one of the top valued bene?ts of elite Hilton Honors members —
and that 1 in 4 (25%) survey respondents said upgraded reservations or experiences will be important to
them in 2023 these numbers are only expected to increase next year.
42%
of survey respondents indicate
that loyalty perks such as earn-
ing/redeeming points and loyalty
bene?ts — will matter to them
when traveling in 20231
As road warriors return to traveling, Hilton Honors elite
members, as well as travelers with small-to medium-sized
businesses, will be brushing up on their travel expertise
and further engaging with loyalty programs to maximize
rewards earned. Increased engagement is expected with
member-only opportunities like quarterly promotions,
co-branded American Express credit card o昀昀ers and
more.
As many business travel road warriors fall
back in love with travel in 2023, we know we
need to do our part to care for and address the
needs of our guests and valued Hilton Honors
members. Right now, we are feeling friction
between the pull of wanting the travel experi-
ences of the past and the push toward innova-
tions of the future and thats going to drive
change, in exciting ways.
Jennifer Chick
Senior Vice President and
Global Head, Hilton Honors and
Customer Engagement, Hilton
14 Hilton Trends Report 2022
1. Hilton 2022 Travel Trends SurveyTABLE OF CONTENTS
DESIGNING A STAY THAT MATTERS
Part of “elevating the stay” means designing a guest environment that ?exes to our guests’ di昀昀ering needs.
As the purpose of their trip increasingly blends elements of business and leisure so should the design and
atmosphere of hotels. Next year, guests will seek out hotels that have ?exible hybrid spaces that shift to
their evolving needs.
Various design elements at properties across the
Today, guests are looking for hotels
globe are implemented with the goal of elevating
that are thoughtfully designed. When
the stay and, most recently, Hilton has taken its
traveling, they want to be in spaces
innovation in this area to new heights. Hilton was
that are fresh, ?exible and re?ective
named the o昀?cial hotel partner of Starlab, the
of the local culture but that are also
planned free-?ying commercial space station in
highly functional and ergonomically
development by space exploration company Voyager
thoughtful. Their needs and desires Space. By helping to design and develop Space
Hospitality crew headquarters aboard Starlab,
might ?ex from day to night or from
including communal areas, hospitality suites and
weekday to weekend, depending on
sleeping arrangements for the astronauts, Hilton is
the reason for the stay.
helping reimagine the human experience in a whole
new destination: space.
Larry Traxler
Senior Vice President,
Global Design, Hilton
Personalized and ?exible design can also evolve
beyond the accommodations and stretch into other
elements of the stay that matter most to guests.
Each year, 30 million DoubleTree chocolate chip
cookies are consumed across the brands 640+
hotels around the world with travelers booking
hotel after hotel to enjoy that warm welcome.
Learn more
2022 spotlighted the pet friendly travel trend that saturated
the world, seemingly overnight. This year, responding to this
demand, Hilton and Mars Petcare expanded their partnership
in the U.S. across Hiltons seven pet friendly brands Canopy
by Hilton, Embassy Suites by Hilton, Hilton Garden Inn,
Hampton by Hilton, Tru by Hilton, Homewood Suites by Hilton
and Home2 Suites by Hilton.
Going into 2023, the “pet friendly” booking ?lter is expected to
hold steady as the No. 3 most engaged booking search ?lter
on Hilton.com, and its no wonder travelers are looking for
every opportunity to bring their pet companions on the road
with them, and the booking data agrees. Between Q1 and Q3
2022, Hilton saw double-digit growth in bookings from travel-
ers using the “pet friendly” ?lter or pet landing pages on
Hilton.com.
3. Hilton booking data
15 Hilton Trends Report 2022
TABLE OF CONTENTS
DESIGNING A STAY THAT MATTERS
Part of “elevating the stay” means designing a guest environment that ?exes to our guests’ di昀昀ering needs.
As the purpose of their trip increasingly blends elements of business and leisure so should the design and
atmosphere of hotels. Next year, guests will seek out hotels that have ?exible hybrid spaces that shift to
their evolving needs.
Various design elements at properties across the
Today, guests are looking for hotels
globe are implemented with the goal of elevating
that are thoughtfully designed. When
the stay and, most recently, Hilton has taken its
traveling, they want to be in spaces
innovation in this area to new heights. Hilton was
that are fresh, ?exible and re?ective
named the o昀?cial hotel partner of Starlab, the
of the local culture but that are also
planned free-?ying commercial space station in
highly functional and ergonomically
development by space exploration company Voyager
thoughtful. Their needs and desires Space. By helping to design and develop Space
Hospitality crew headquarters aboard Starlab,
might ?ex from day to night or from
including communal areas, hospitality suites and
weekday to weekend, depending on
sleeping arrangements for the astronauts, Hilton is
the reason for the stay.
helping reimagine the human experience in a whole
new destination: space.
Larry Traxler
Senior Vice President,
Global Design, Hilton
In 2023, for the ?rst time ever, a guest-designed
Personalized and ?exible design can also evolve
doodle will appear on the sleeve of the famous
beyond the accommodations and stretch into other
DoubleTree cookie. Travelers were encouraged to
elements of the stay that matter most to guests.
create a custom doodled sleeve that expressed
Each year, 30 million DoubleTree chocolate chip
exactly what the DoubleTree cookie warm
cookies are consumed across the brands 640+
welcome meant to them. The winning design will
hotels around the world with travelers booking
be celebrated and used to welcome guests at
hotel after hotel to enjoy that warm welcome.
more than 350 DoubleTree by Hilton hotels in the
U.S. for a limited time beginning January 2023.
Learn more
2022 spotlighted the pet friendly travel trend that saturated
the world, seemingly overnight. This year, responding to this
demand, Hilton and Mars Petcare expanded their partnership
in the U.S. across Hiltons seven pet friendly brands Canopy
by Hilton, Embassy Suites by Hilton, Hilton Garden Inn,
Hampton by Hilton, Tru by Hilton, Homewood Suites by Hilton
and Home2 Suites by Hilton.
Going into 2023, the “pet friendly” booking ?lter is expected to
hold steady as the No. 3 most engaged booking search ?lter
on Hilton.com, and its no wonder travelers are looking for
every opportunity to bring their pet companions on the road
with them, and the booking data agrees. Between Q1 and Q3
2022, Hilton saw double-digit growth in bookings from travel-
ers using the “pet friendly” ?lter or pet landing pages on
Hilton.com.
3. Hilton booking data
15 Hilton Trends Report 2022TABLE OF CONTENTS
Travelers want frictionless travel innovations that are both
technology- and human-led
Travel, by its very nature, can be challenging. To
Despite our increasingly digital world,
reduce travels strongest tension points, travelers
travelers are still looking for human
will seek out the most logical and purposeful
connections, experiences and solutions
solutions from digital technologies, enhanced
that make them feel truly cared for. People
booking options and ESG (Environmental, Social
are searching for the most convenient, but
and Governance) reporting tools to personalized
also the most logical solutions to their
guest engagements, tailored corporate contracts
problems they want to adopt digital
and unique event activations.
e昀?ciencies to expedite transactional
According to a recent global Hilton survey, more
activities but also crave personalized
than half of respondents (56%) con?rmed they
interactions for situations that call for a
are most concerned about having an easier
human perspective and action.
travel experience in 2023, with more parents
(58%) feeling this way than non-parents (54%).1
Chris Silcock
Executive Vice President and
Chief Commercial O昀?cer, Hilton
Travelers understand that, while technology often
powers the day-to-day, people often provide
relatability, personalization and genuine
hospitality that cannot be digitally replicated.
FINDING EFFICIENCIES,
ONE CLICK AT A TIME
Solutions that streamline the travel experience are
53%
driving booking activity, a correlation expected to
grow even stronger in 2023. On Hilton.com, the top
of survey respondents say
booking ?lters that led to con?rmed stays included:
theyll care about reliable
and friendly service when
traveling in next year
Electric vehicles
Digital Key
chargers
Learn more Learn more
86%
will be looking for
Additionally, Con?rmed Connecting Rooms by
personalization during their
Hilton, an industry-?rst and long-needed solution
2023 travel experiences
(especially for families), saw an impressive amount of
and interactions
reservations in 2022, with travelers booking 1.5
million room nights between its launch in 2021 and
This could mean a daily greeting, reservation
recommendation, in-room technology tailored to personal
September 2022. Given the positive response during
viewing apps or room upgrade based on booking preferences
its ?rst year, we anticipate travelers will continue to
engage with this booking option in the coming year.
The essence of hospitality is about human connections, and thats where our strong
workplace culture empowers our team members to truly shine and deliver exceptional
guest experiences. By working in an inclusive and healthy environment where they feel
cared for and part of something bigger than themselves, we know they will welcome our
guests with that same commitment to hospitality and reliable, friendly service.
Laura Fuentes
Executive Vice President and
Chief Human Resources O昀?cer, Hilton
16 Hilton Trends Report 2022
1. Hilton 2022 Travel Trends SurveyTABLE OF CONTENTS
Travelers want frictionless travel innovations that are both
technology- and human-led
Travel, by its very nature, can be challenging. To
Despite our increasingly digital world,
reduce travels strongest tension points, travelers
travelers are still looking for human
will seek out the most logical and purposeful
connections, experiences and solutions
solutions from digital technologies, enhanced
that make them feel truly cared for. People
booking options and ESG (Environmental, Social
are searching for the most convenient, but
and Governance) reporting tools to personalized
also the most logical solutions to their
guest engagements, tailored corporate contracts
problems they want to adopt digital
and unique event activations.
e昀?ciencies to expedite transactional
According to a recent global Hilton survey, more
activities but also crave personalized
than half of respondents (56%) con?rmed they
interactions for situations that call for a
are most concerned about having an easier
human perspective and action.
travel experience in 2023, with more parents
(58%) feeling this way than non-parents (54%).1
Chris Silcock
Executive Vice President and
Chief Commercial O昀?cer, Hilton
Travelers understand that, while technology often
powers the day-to-day, people often provide
relatability, personalization and genuine
hospitality that cannot be digitally replicated.
FINDING EFFICIENCIES,
ONE CLICK AT A TIME
Solutions that streamline the travel experience are
53%
driving booking activity, a correlation expected to
grow even stronger in 2023. On Hilton.com, the top
of survey respondents say
booking ?lters that led to con?rmed stays included:
theyll care about reliable
and friendly service when
traveling in next year
Electric vehicles
Digital Key
chargers
Learn more Learn more
86%
will be looking for
Additionally, Con?rmed Connecting Rooms by
personalization during their
Hilton, an industry-?rst and long-needed solution
2023 travel experiences
In early 2022, Hilton introduced an EV charger search function on Hilton.com,
(especially for families), saw an impressive amount of
and interactions
recognizing the increased interest in EVs as well as the corresponding need for
reservations in 2022, with travelers booking 1.5
charging stations. The ?lter makes it easier than ever for guests around the world
million room nights between its launch in 2021 and
This could mean a daily greeting, reservation
to ?nd properties with EV charging options. Today, EV chargers are available at
recommendation, in-room technology tailored to personal
September 2022. Given the positive response during
more than 1,500 hotel locations worldwide and growing.
viewing apps or room upgrade based on booking preferences
its ?rst year, we anticipate travelers will continue to
engage with this booking option in the coming year.
The essence of hospitality is about human connections, and thats where our strong
Once on-property, more and more guests are utilizing the Hilton Honors Digital
workplace culture empowers our team members to truly shine and deliver exceptional
Key, allowing users to bypass the front desk and go straight to their room. From
guest experiences. By working in an inclusive and healthy environment where they feel
January through June of 2022, over 7.9 million Digital Keys were downloaded,
cared for and part of something bigger than themselves, we know they will welcome our
globally. This popular technology is available at more than 80% of Hilton’s more
guests with that same commitment to hospitality and reliable, friendly service.
than 7,000 properties and growing. In addition to driving travel e ciencies, the
innovation is also contributing to ESG e orts, with more than 125 tons of waste
Laura Fuentes
from plastic keys diverted from the land?lls since its launch in 2015.
Executive Vice President and
Chief Human Resources O昀?cer, Hilton
16 Hilton Trends Report 2022
1. Hilton 2022 Travel Trends SurveyTABLE OF CONTENTS
At Hilton, it is our responsibility
FUSING PHYSICAL SOLUTIONS
to deliver a guest experience that is
WITH DIGITAL ADVANCEMENTS
equal or better than what they
FOR THE DINING EXPERIENCE
could ?nd outside the doors of our
hotels’ restaurants and bars. That
In 2023, guests will expect a balance of both
means anticipating the trends and
digital and human innovations within the hotel
dining experience. Diners will be looking for
solutions before people ask, and
elevated menu o昀昀erings, creative solutions to
integrating technologies that
dietary restrictions/preferences and more
enhance the guest experience
e昀?cient operations.
where and when it makes sense.
Tom Walters
Senior Vice President,
Food & Beverage,
Americas, Hilton
In addition to an anticipated increased usage of
QR codes, contactless payments and ordering,
third-party partners will be tested to drive
e昀?ciencies, reduce transactional interactions
between guests and team members and increase
personalized, in-person connections that said,
not all change and e昀?ciency can be found in an
app, especially when it comes to food.
With more travelers looking for
healthful food and beverage o昀昀erings
on the road, Homewood Suites by
Hilton, which o昀昀ers guestrooms
out?tted with modern kitchenettes,
responded to this need by rethinking
their on-property market approach.
Learn more
17 Hilton Trends Report 2022TABLE OF CONTENTS
At Hilton, it is our responsibility
FUSING PHYSICAL SOLUTIONS
to deliver a guest experience that is
WITH DIGITAL ADVANCEMENTS
equal or better than what they
FOR THE DINING EXPERIENCE
could ?nd outside the doors of our
hotels’ restaurants and bars. That
In 2023, guests will expect a balance of both
means anticipating the trends and
digital and human innovations within the hotel
dining experience. Diners will be looking for
solutions before people ask, and
elevated menu o昀昀erings, creative solutions to
integrating technologies that
dietary restrictions/preferences and more
enhance the guest experience
e昀?cient operations.
where and when it makes sense.
Tom Walters
Senior Vice President,
Food & Beverage,
Americas, Hilton
In addition to an anticipated increased usage of
QR codes, contactless payments and ordering,
third-party partners will be tested to drive
e昀?ciencies, reduce transactional interactions
between guests and team members and increase
personalized, in-person connections that said
not all change and e昀?ciency can be found in an
app, especially when it comes to food.
In 2022, they debuted an elevated concept in their U.S. hotel
portfolio. These new “Suite Shops” replaced many of the high
calorie o erings, like soda, chips and cookies, with more
nutrient-rich or wellness-minded options, like dried fruit,
kombucha and organic frozen meals.
With more travelers looking for
healthful food and beverage o昀昀erings
on the road, Homewood Suites by
Hilton, which o昀昀ers guestrooms
out?tted with modern kitchenettes,
responded to this need by rethinking
their on-property market approach.
Learn more
17 Hilton Trends Report 2022TABLE OF CONTENTS
PRIORITIZING CONTROL AND CONVENIENCE
Next year, more travelers are expected to look for all-inclusive o昀昀erings, hotels with breakfast
included and more drivable stays as a way to increase the convenience of their travels.
Having anticipated these changing preferences, Hilton has grown its all-inclusive
room count in the Caribbean and Latin America by nearly 75% since 2021. And the
ability to relax while staying at Hilton all-inclusive resorts is even easier with the
expansion of technologies, such as durable smart-tech wristbands that make the
guest stay more seamless.
Learn more
Road trips continue to be top of mind for travelers.
In 2023, more people are expected to travel by car
for both leisure and business trips. Hilton brands like
Hampton by Hilton and Tru by Hilton, which are
conveniently located near many major highways and
o昀昀er complimentary hot breakfast, are well
positioned to deliver the convenience and comfort
that guests will be seeking next year. In fact, in the
U.S., travelers are never more than 30 minutes from
the next Hampton hotel, on average.
And never underestimate complimentary breakfast.
As the No. 1 used search ?lter on Hilton.com, free
breakfast remains a priority for many travelers
around the world, especially across the Embassy
Suites by Hilton, Hampton by Hilton, Tru by Hilton,
Homewood Suites by Hilton and Home2 Suites by
Hilton brands. In the U.S., signature favorites will
continue to draw travelers in, whether its the
cooked-to-order omelets at Embassy Suites,
delicious pancakes with the wave of a hand using
Trus automatic pancake maker or fresh-baked
wa昀?es at Hampton properties.
In addition to the demand for a complimentary
o昀昀ering, other emerging breakfast trends include a
desire for lighter and healthier options, the rise in
iced co昀昀ee beverages and increased popularity in
alternative milks.
18 Hilton Trends Report 2022
1. Hilton 2022 Travel Trends SurveyTABLE OF CONTENTS
PRIORITIZING CONTROL AND CONVENIENCE
Next year, more travelers are expected to look for all-inclusive o昀昀erings, hotels with breakfast
included and more drivable stays as a way to increase the convenience of their travels.
Having anticipated these changing preferences, Hilton has grown its all-inclusive
The wristbands, now deployed at properties such as Hilton
room count in the Caribbean and Latin America by nearly 75% since 2021. And the
Cancun, an All-Inclusive Resort, serve as a digital room key and
ability to relax while staying at Hilton all-inclusive resorts is even easier with the
enable guests to authorize contactless payments outside of the
expansion of technologies, such as durable smart-tech wristbands that make the
all-inclusive o erings available on property.
guest stay more seamless.
Learn more
Road trips continue to be top of mind for travelers.
In 2023, more people are expected to travel by car
for both leisure and business trips. Hilton brands like
Hampton by Hilton and Tru by Hilton, which are
conveniently located near many major highways and
o昀昀er complimentary hot breakfast, are well
positioned to deliver the convenience and comfort
that guests will be seeking next year. In fact, in the
U.S., travelers are never more than 30 minutes from
the next Hampton hotel, on average.
And never underestimate complimentary breakfast.
As the No. 1 used search ?lter on Hilton.com, free
breakfast remains a priority for many travelers
around the world, especially across the Embassy
Suites by Hilton, Hampton by Hilton, Tru by Hilton,
Homewood Suites by Hilton and Home2 Suites by
Hilton brands. In the U.S., signature favorites will
continue to draw travelers in, whether its the
cooked-to-order omelets at Embassy Suites,
delicious pancakes with the wave of a hand using
Trus automatic pancake maker or fresh-baked
wa昀?es at Hampton properties.
In addition to the demand for a complimentary
o昀昀ering, other emerging breakfast trends include a
desire for lighter and healthier options, the rise in
iced co昀昀ee beverages and increased popularity in
alternative milks.
18 Hilton Trends Report 2022
1. Hilton 2022 Travel Trends SurveyTABLE OF CONTENTS
ANSWERING BUSINESS NEEDS WITH
“There is no right, one-size-?ts-all
HOSPITALITY FIRST INNOVATION approach to customer-centric
innovation. We know our customers
Next year, companies and their travelers will seek to maxi-
are looking for more e昀?cient ways
mize business travel e昀?ciencies as well as ROI — within areas
of doing business and, as trusted
like contracting, corporate travel booking and tracking sys-
tems, as well as reporting data and tools that enable custom- partners and leaders in the
ers to support their ESG goals and priorities.
industry, it is our job to listen
loudly, understand their goals and
As an example, Hilton understands customers have been
evolve to meet their needs.
looking for a simpli?ed approach to researching and
booking small events. Over the past two years, Hilton has
Frank Passanante
created a more seamless experience on Events.Hilton.com,
Senior Vice President and
now o昀昀ering more re?ned capabilities, including expanded
Global Head of Sales,
search ?lters, account portals to track group bookings and
Hilton Worldwide Sales
customization for actions like bell-curve bookings (group
booking that involves di昀昀erent number of rooms each
night of the stay).
Road warriors–as well as the companies they
work forare returning to travel, changed, with
di昀昀erent priorities and considerations. For
instance, sustainable travel has become an
increasingly important consideration for travel
and event planners. According to a recent
co-branded Hilton and American Express
Business Travel study, there is a strong demand
for carbon neutral meetings and ESG reporting
globally.
86%
of survey respondents had
little to no awareness of
hotel-level sustainability
programs, despite the
demand for carbon neutral
meetings and ESG reporting
In 2023, Hilton is strongly positioned to meet this
need with the proprietary and award-winning tool,
LightStay. First introduced in 2009, LightStay tracks
the environmental and social impact of each of our
hotels and enables customers to receive impactful,
data-rich reports.
2. Hilton and American Express
19 Hilton Trends Report 2022
2. Hilton and American Express Business Travel Study
Business Travel Study
Signia by Hilton San Jose
3. Hilton booking data1
Of those business travelers surveyed, nearly half (40%) expect to mix business and leisure trips.
This lines up with the activity the Hilton Business Travel team is seeing in the Americas, with the
length of stay for business transient travelers having increased in 2022 by an average of 1.5 days.
In Asia Paci?c, this corresponds with trends in extended stays at hotels. Hilton’s booking data
recorded an increase of up to two days in the average length of stay from 2019 to 2022 with
3
Singapore and Bangkok taking the lead at ?ve and four days, respectively.
Around the world, travelers are taking longer mixed purpose trips, which is
why, now more than ever, it’s important we ?nd solutions that can help
reduce any friction around the hotel stay. As leaders in hospitality, guests
will expect us to deliver a reliable and friendly experience, from the way in
which we set up our lobbies, with access to wi-? and power sources, to
providing a warm welcome to all guests, including pets, across the portfolio.
John Rogers
Senior Vice President, Brand
Management & Central Operations,
Europe, Middle East and Africa, Hilton
20 Hilton Trends Report 2022
3. Hilton booking dataTABLE OF CONTENTS
Both qualitative and quantitative methods were used to determine
the emerging trends detailed in this report.
Qualitative
Hilton conducted stakeholder interviews across the organization
to gain perspectives on what travel looks like today and determine
what is top of mind going into 2023. Business Divisions included:
Business Travel/Events, Food & Beverage, Wellness, Sustainability,
Design, Digital Innovation, Workplace Culture.
Quantitative
Hilton commissioned an online omnibus survey with Material,
?elded August 2022 among general population consumers 18+
years of age in several markets with questions targeting behavior
related to travel. Speci?cally, the survey was ?elded to: n=1,002 in
Australia, n=1,002 in China, n=1,002 in Germany, n=1,002 in Japan,
n=1,002 in Mexico, n=1,002 in the U.K. and n=1,018 in the U.S.
Additionally, a Hilton Survey was conducted by Wake?eld Research
(www.wake?eldresearch.com) among 1,000 U.S. Adult Travelers,
between August 23rd and August 30th, 2022, using an email
invitation and an online survey. This data has been weighted to
ensure accurate representation of U.S. travelers. Travelers are
de?ned as those who took a trip in the past 24 months that
required an overnight stay.
For more information, please contact:
Alexandra Kula, manager, Global Corporate Communications
Alexandra.Kula@hilton.com.
View the Hilton executive teams bios here.
The 2023 Traveler
Emerging Trends Shaping
a New Era of Travel
A Report from Hilton |
|
