The Great Rebalance: Hilton's 2027 Trends Report reveals why Travelers Are embracing good 'ish' over perfection. A broader behavior shift revealed as travelers redefine what it means to travel well, prioritizing flexibility and experiences that continue to enrich their lives long after they return home. Summary. Travelers are prioritizing self-defined, flexible trips designed for personal growth and discovery rather than chasing perfection; more than half feel pressure to plan a perfect vacation but increasingly embrace perfect-ish and solo-ish getaways. They seek experiences that recalibrate well-being - 65% actively pursue nervous-system-resetting activities and 42% attribute travel to discovering new hobbies. MCLEAN, Va. - Next year, travelers 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, jetsetters are prioritizing trips that help them reset, gain perspective and make the most of their time away. "We're seeing that travelers are less interested in someone else's definition of perfection and more focused on planning travel on their own terms," said Chris Nassetta, president and chief executive officer, Hilton. "This year's report reinforces that people are looking for experiences that fit their lives, help them recharge, and create meaning that lasts long after they've returned home. As traveler expectations continue to evolve, it's our phygital innovations, the seamless blending of physical environments and human touch with digital products, that will help guests make the most of their travel experience, while also building trust and loyalty." Hilton's 2027 Trends Report is backed by extensive global research, including a survey of over 14,000 travelers across 14 countries conducted in partnership with Morning Consult. The report found five key trends: The rise of 'ish': letting go of the perfect vacation. As travelers let go of the pressure to live up to someone else's idea of the "perfect" trip, they're increasingly defining travel on their own terms. * Perfect-ish: Travelers often feel pressure to do what they think they should do on vacation, even if it's not what they want to do. More than half of travelers (54%) report feeling some sort of pressure to have the perfect trip, and 24% try to accommodate a group and keep others happy. * Solo-ish: For many travelers, solo travel no longer means being completely alone. Nearly one-third of travelers (31%) have traveled solo to meet up with friends or family at their destination, reflecting a broader shift toward blending independence with connection. The appeal of solo-ish travel is clear: Motto by Hilton found that more than half of the brand's worldwide reservations over the past year were for solo guests. The travel trust equation: human expertise makes the difference. In an era of AI-powered travel planning, the human touch is becoming the ultimate differentiator. * Mother Knows Best: Among travelers who trust their family the most, one in five non-parents say their mother is their most trusted source of travel advice, making them more than twice as likely as parents (8%) to turn to mom for guidance. Beyond family, travelers also place significant trust in hotel staff, with 70% of travelers trusting them as a travel planning resource. * Status Envy: Loyalty status isn't just about perks - it's increasingly influencing who and what travelers trust. Half (50%) say they are more likely to trust recommendations from someone with loyalty status than someone without it, and nearly one in three (29%) say they are jealous of friends who have travel loyalty status greater than their own. * Climbing the Loyalty Ladder: As travelers place greater value on elite status, they're also becoming more motivated to earn it. Since Hilton Honors evolved to make earning status more achievable and rewarding in January 2026, members have earned elite tier status faster, with double-digit growth compared to the year before. Growth getaways: travel that changes you. Travel is becoming more than a break from everyday life, as it is increasingly viewed as a catalyst for personal growth. * The Beforeglow: The benefits of travel often begin before the journey itself. Three in four travelers (76%) agree that having a trip on the calendar gives them a purpose to work toward. * Skillcations: Travel is increasingly becoming a pathway to personal growth, with 42% saying that travel helped discover new interests or passions. Gen Z travelers are nearly 2 times more likely than Baby Boomers to want to return home with a new hobby or interest they can continue to pursue. As travelers look to connect more deeply with destinations, Hilton properties are creating opportunities to engage with local culture and traditions. For example, at Grand Wailea, a Waldorf Astoria Resort, the Kilohana Cultural Resource Center offers opportunities to learn Hawaiian history, traditions and skills through experiences including ukulele lessons, cultural tours and craft classes. In 2026 alone, more than 6,000 travelers visited the center. Wellness, rewired: the new balance of wellbeing. Travelers are increasingly blending the digital and the analog to enhance wellbeing, support restoration and connect more deeply with themselves, their surroundings and others. * Reset Mode: Nearly two-thirds (65%) of travelers actively seek experiences that calm the body and reset the nervous system, and 76% say travel enables them to recharge mentally and physically in ways they can't easily achieve at home. * Back to Nature: 79% say fresh air and the outdoors are essential to how they relax while traveling, and more than half (54%) spend more time immersed in nature while traveling than they do at home. * Connected to Place: Travelers are increasingly seeking wellness experiences that foster a deeper connection to destinations. At Conrad Orlando, guests can experience Florida's natural environment through the resort's outdoor Water Garden, a hydrothermal experience designed to reflect the destination's unique climate and landscape. Growing demand for the offering highlights this shift, with monthly outdoor bath treatments increasing 60% year over year. The micro-travel mindset: Small trips, big impact. Time has become one of the most valuable - and limited - resources shaping how people travel. Rather than waiting for the perfect opportunity to get away, travelers are embracing shorter, more frequent trips that are easier to plan and fit into everyday life. * Making More of Less: 67% like to plan travel that allows them to experience a lot in a short amount of time, with 63% preferring to stay somewhere central with plenty to do nearby. * Defining the Short Stay: The definition of a short trip varies by region. 88% of U.S. travelers consider a trip of fewer than 3-4 days to be a "short trip," while Japan (86%) and South Korea (59%) define a short trip as less than 2 days. Saudi Arabia (29%) and Germany (26%) take a broader view, as the most likely of any market surveyed to say a short trip can stretch 5-6 days or longer. Across Hilton's portfolio, these evolving travel behaviors are reflected in stays and experiences designed to meet travelers wherever they are on their journey. From trusted expertise and transformative experiences to restorative wellness and spontaneous getaways, Hilton is helping travelers redefine what makes a trip meaningful. With a diverse portfolio of 28 brands, over 9,400 properties and partnerships with category leading brands including Explora Journeys, AutoCamp, Small Luxury Hotels of the World and more, Hilton empowers travelers to pursue the experiences that matter most to them, no matter the stay experience.

Hershey targets the health-conscious with savoury Halloween snacks. Halloween trick-or-treating could be less sugary than usual this year as consumers look for healthier snacks and candy companies such as Hershey, opens new tab, the United States' biggest chocolate-maker, adapt their product offerings. Fuelled by GLP-1 weight-loss drugs and a growing focus on health, eating habits are changing, leading the makers of sweet and salty snacks to adjust their portfolios to offer more protein, smaller-sized products and fewer calories. Hershey's vice president for demand creation, strategy and innovation, Dan Mohnshine, told Reuters, "Certainly, the Lesser Evil brand and our salty snacks brands broadly, Skinny Pop and Pirate's Booty, having a greater presence in Halloween is in response to the 'Healthy Eating' dynamic." However, he said chocolate will still be the Halloween snack of choice. He said, "When it comes to GLP-1s, we've seen pretty strong resilience in the chocolate category here in the US." Without giving precise figures, he said early-season sales of snack-size bags of chocolates and sweets had risen in double-digits versus a year ago. Sugar-free versions, sweetened with sugar alcohols rather than conventional sugar, are also a growth area. US dollar sales in Hershey's Zero Sugar candy, mint and gum business grew around 4.3 times from 2020 through 2025, Mohnshine said. AI-Driven Innovation And The 'Trunk Or Treat' Trend According to Hershey's 'Unwrapping Halloween' report, published in partnership with data intelligence firm Morning Consult this month, three of the five biggest-selling US candies at Halloween are Hershey's products and two-thirds of parents have already bought Halloween treats in the summer. Further research from the National Confectioners Association found that in 2024, Americans spent $7.4 billion on treats, accounting for 18% of all confectionery retail sales that year. Given the amount at stake, Hershey is using artificial intelligence (AI) to speed up product development. Mohnshine said, "Foodprocessingbazaar has removed about three months from the typical timeframe it takes to go from consumer insight to approved concept. "As a result, our innovation pipeline over the last nine months has expanded 75%." AI also identifies "trunk-or-treat" parties as a growing trend. They began in Covid lockdowns and are still favoured by communities and families who gather with their cars to exchange treats. Mohnshine is expecting them to be more popular than ever this year and says the Reese's maker is at the ready with its expanded range of small, individually wrapped pieces that he said are "the key to remaining relevant."