Slow Travel | 2025 Hilton Trends Report

With Slow Travel on the rise, more travelers are exploring secondary cities and destinations instead of the overcrowded tourist hotspots. For instance, Sardinia, a longtime getaway for Italians, is now seeing an uptick of travelers. Conrad Chia Laguna Sardinia has seen a 90% year-over-year increase in U.S. travelers and 15% increase in Irish travelers, from 2023 to 2024. Baia di Chia Resort Sardinia, Curio Collection by Hilton, has seen a 150% increase in U.S. travelers and 45% year-over-year increase in both UK and Czech Republic-based travelers, from 2023 to 2024.

In addition, Bodrum, Türkiye, a popular getaway for those coming from Great Britain, Germany, Spain and other areas, is seeing an increase in travelers in the post-summer season. For example, Hilton hotels in Bodrum have seen an increase in website traffic of more than 52% in 2023 vs 2022 for September – November trips, indicating an increase interest in the previously less-popular months to extend their summer season.

As many continue along this Slow Travel path, consumers are also craving immersive experiences with a conscience. In fact, 62% consider communications about a hotel’s sustainability programming to be important, and 73% agree it’s important to minimize their environmental impact while traveling.