Aussies are ditching the ‘perfect’ holiday and increasingly choosing travel that suits their own interests, wellbeing and available time.
Those were the main findings from Hilton’s 2027 Trends Report, which is based on a global survey of more than 14,000 travellers including more than 1,000 Australians.
The report identifies five trends expected to shape how Australians plan and experience holidays in 2027.
At the heart of the findings is a move away from travelling for social validation, with Australians increasingly looking for experiences that feel personally meaningful.
Hilton found 55% of Australian travellers feel pressure to get every detail of their holiday right, but 64% are now planning experiences based on their own intrinsic preferences.
Solo travel is also being redefined, with 32% of Australians saying they have travelled solo to meet friends or family at their destination.
The report also highlights the enduring importance of human advice in an increasingly AI driven travel environment.
Some 74% of Australians trust hotel staff as a travel planning resource, while one in five non-parents who rely most on family for travel advice say their mother is their most trusted source.
Travel is also being viewed as a source of personal growth rather than simply a break from everyday life.
Three quarters of Australians say having a trip on the calendar gives them a purpose to work towards, while 37% say travel has helped them discover new interests or passions.
Wellbeing is another major theme, with 75% of Australians saying fresh air and the outdoors are essential to how they relax while travelling.
Half actively seek experiences that calm the body and reset the nervous system, while 71% say travel enables them to recharge mentally and physically in ways they cannot easily achieve at home. Some 52% spend more time immersed in nature on holiday than they do at home.
Time is also becoming a key factor in holiday planning, with 58% of Australians preferring trips that allow them to experience a lot in a short amount of time.
Hilton describes this as the ‘Micro Travel Mindset’, with shorter and more frequent getaways becoming increasingly attractive to travellers trying to fit holidays around busy lives.
“The Great Rebalance marks a shift from passive tourism to experiences with personal purpose, with travellers increasingly looking to engage more deeply with the places they visit,” said Ben George, senior vice president and commercial director, Asia Pacific, Hilton.
“Across Asia Pacific, travellers want to return from their travels with something lasting – a new perspective, a deeper connection, or a renewed sense of wellbeing.”
