Vacation planning has traditionally been driven by a destination choice, but according to Hilton Hotels & Resorts’ newly released 2026 Trends Report, The Whycation: Travel’s New Starting Point, the question vacationers pose is shifting from “Where are we going?” to “Why are we going?” The survey of 14,000 travelers across 14 countries also revealed that purposes are becoming more emotional, with travelers desiring to rest and recharge, reconnect with others, or have meaningful experiences that reflect […]

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