The Great Rebalance: Hilton’s 2027 Trends Report Reveals How Travellers in the UAE and Saudi Arabia Are Expecting to Reset and Recalibrate in 2027

Hilton’s 2027 Trends Report reveals a broader behavioural shift as global travellers redefine what it means to travel well, prioritizing flexibility and experiences that continue to enrich their lives long after they return home.
Backed by a global survey of over 14,000 travellers, including the UAE and Saudi Arabia, the report explores the five travel trends expected to influence how people plan, book and experience travel in 2027.
The top trends shaping travel in UAE and Saudi Arabia 2027 are The Rise of ‘Ish,’ The Travel Trust Equation, Wellness Rewired and The Micro-Travel Mindset. Together, these trends reflect growing demand for trusted expertise, personal growth, wellness rooted in nature and shorter, more flexible travel experiences.

– Next year, travellers are expected to ditch perfection for personal growth, flexibility and discovery. According to Hilton’s newly released 2027 Trends Report, The Great Rebalance: How Travelers Are Expecting to Reset and Recalibrate in 2027, jet-setters are prioritising trips that help them reset, gain perspective and make the most of their time away.

Backed by insights from over 14,000 travellers across 14 markets including the UAE and Saudi Arabia, the research highlights a growing preference for more flexible and intentional travel.

Hilton has identified four key trends amongst travellers in UAE and Saudi Arabia that are set to shape the way travel is planned and experienced in 2027:
The Pursuit of ‘Ish’: 54% of travellers feel pressure to have the perfect trip – in 2027, they are leaving that pressure behind and embracing a flexible, anti-perfectionist approach to time away
The Travel Trust Equation: UAE travellers are most likely to be members of a loyalty program (61%) out of all countries surveyed, while trusted recommendations from family and friends continue to carry more weight than AI
Wellness Rewired: More than half of travellers (57% of UAE and 56% of Saudi) in both markets spend more time immersed in nature during their holidays
The Micro-Travel Mindset: The UAE is the second-leading market globally for solo travel (56%)

Guy Hutchinson, President, Middle East & Africa, Hilton, said: “Travellers are increasingly focused on making their time away count, seeking experiences that reflect their own interests, priorities and aspirations. Whether exploring a new destination, reconnecting with loved ones or simply taking time to recharge, people are looking for travel experiences that enrich their lives long after they return home. We are privileged to welcome guests to more than 170 hotels across the Middle East & Africa today, and many more in the years ahead, helping them create meaningful memories wherever their journey takes them.”

The Rise of ‘Ish’
Around the world, over half (54%) of travellers report feeling pressure to create the “perfect” holiday, whether that’s visiting every must-see attraction, keeping everyone in the group happy or capturing the ideal social media moment. In response, travellers are embracing a more flexible mindset, accepting that the best trips aren’t always the most carefully curated.

In the UAE and Saudi Arabia, the hotel is no longer simply a place to sleep between sightseeing, with 36% of UAE travellers and 41% of Saudi travellers ranking staying in a great hotel among the top three indicators of a successful trip, alongside visiting new places and returning home feeling relaxed.

The Travel Trust Equation
Technology continues to play an important role in how people plan their trips, but personal recommendations remain the strongest influence on travel decisions. While 63% of global travellers trust AI to inspire their next holiday, only 22% trust it more to build a complete itinerary. Instead, travellers rely heavily on human networks, with travel loyalty status emerging as the ultimate badge of travel expertise.

The UAE is leading this trend globally, with 61% of travellers belonging to a travel loyalty programme, and 82% actively maximise rewards through shared or group spending. Within these highly connected communities, the friend or colleague who holds elite loyalty status has become the group’s unofficial travel advisor – someone whose real-world experience and status are trusted to guide decisions far more than an algorithm. In fact, 29% of travellers admit they are jealous of a friend’s loyalty status, underlining the growing social value of elite memberships.

Once travellers arrive at their destination, this need for human expertise becomes even more valuable. Globally, 70% of travellers trust hotel team members for recommendations during their stay, seeking the hyper-local knowledge and personal insights that technology alone cannot provide.

Wellness Rewired
The desire to recharge extends beyond the room. More than half of travellers in both markets (57% of UAE and 56% of Saudi) spend more time immersed in nature during their holidays, while Saudi travellers increasingly seek outdoor relaxation spaces and deep rest environments.

Globally, this reflects a broader shift toward travel that supports overall wellbeing. Fresh air (79%), water-based wellness (61%), heat-based therapies such as saunas (54%) and air-based wellness including breathwork (50%) are all becoming increasingly important ways for travellers to slow down and recharge.

The Micro-Travel Mindset
Among UAE travellers who are planning to travel more; nearly half (46%) of respondents will plan a combination of shorter getaways with longer holidays. In Saudi Arabia, travellers are redefining the short break, with 16% considering a five-to-six-day getaway to be a short trip – one of the broadest definitions in the report.

The UAE is also the second-leading market globally for solo travel, with 56% planning a solo trip in the next 12 months.

Rather than travelling less, UAE and Saudi travellers are becoming more deliberate about how they spend their time away, seeking experiences that offer greater value, flexibility and personal fulfilment, regardless of trip length.

For more information on Hilton’s 2027 Trends Report and how travellers are embracing more meaningful, restorative and flexible travel experiences, visit stories.hilton.com/2027trends. To start planning your next stay, visit Hilton.com.

Notes to Editors:

Methodology

These are the findings of a survey conducted by Morning Consult on behalf of Hilton between May 18-June 1, 2026, among a total sample of 14,744 next 12-month travelers (ages 18+) in the United States, Mexico, Brazil, Colombia, United Kingdom, Germany, Türkiye, United Arab Emirates, Saudi Arabia, Australia, China, India, Japan and Korea. Overall, the margin of error is ~1% in total. For an individual market, the margin of error is closer to 3%, on average.

FAQs
What insights informed the creation of Hilton’s 2027 Trends Report?
Hilton’s 2027 Trends Report is based on a global survey conducted in partnership with Morning Consult of more than 14,000 travelers across 14 countries, including the UAE and Saudi Arabia.

What is “The Great Rebalance” in travel?
“The Great Rebalance” highlights the shift toward more balanced, intentional travel. Rather than pursuing the “perfect vacation,” travelers are prioritizing flexibility, meaningful experiences, trusted expertise and wellbeing that continue long after they return home.

About Hilton
Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 28 world-class brands comprising more than 9,400 properties and nearly 1.4 million rooms, in 144 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 4 billion guests in its more than 100-year history. Named as the No. 1 World’s Best Workplace by Great Place to Work and Fortune, Hilton aims to create the best culture for its 500,000 team members around the world. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the more than 260 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can’t buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, X, LinkedIn, Instagram and YouTube.