Almost three-quarters of Australian travellers surveyed for Hilton’s 2027 Trends Report said they trust hotel staff as a travel-planning resource. The report suggests human expertise continues to carry weight as AI tools play a growing role in how trips are researched and booked.
The report is based on a Morning Consult survey of 14,744 travellers aged 18 and over who plan to travel in the next 12 months. The respondents were spread across 14 markets and included more than 1,000 Australians. Fieldwork took place between 18 May and 1 June 2026. The margin of error is about 1 per cent overall and about 3 per cent for individual markets.
Loyalty status shapes trust
The research found 74 per cent of Australian respondents trust hotel staff as a travel-planning resource. Loyalty status also appears to influence whose advice travellers value:
- 34 per cent said they were more likely to trust recommendations from someone with loyalty status than from someone without it.
- 22 per cent said they were jealous of friends with higher travel loyalty status than their own.
Hilton said that since changes to Hilton Honors in January 2026 made status easier to earn, members globally have reached elite tiers faster, with double-digit growth on the previous year. The company did not give a specific figure.
For advisors, the findings support the value of personalised, expert recommendations at a time when consumers have more AI-powered planning tools available.
Travellers plan for themselves
The survey suggests Australian travellers are placing less weight on external validation. While 55 per cent of Australian respondents said they felt pressure to create a trip based on external validation and social currency, 64 per cent said they now plan experiences around their own preferences.
The research also points to a change in how solo travel is defined. Almost one-third of Australian respondents (32 per cent) said they had travelled solo to meet friends or family at their destination.
Hilton said more than half of Motto by Hilton’s worldwide reservations over the past year were for solo guests. The company recently signed Motto by Hilton Sydney City Centre, which will bring the brand to Australia.
Hilton Senior Vice President and Commercial Director Asia Pacific Ben George said travellers were seeking more purpose from their trips.
“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,” George said.
Short trips and nature-based wellness
The report found 58 per cent of Australian respondents like to plan trips that allow them to experience a lot in a short amount of time. Most (78 per cent) consider a trip of less than three to four days to be a short trip.
Other findings from Australian respondents:
- 75 per cent said fresh air and the outdoors are essential to how they relax while travelling.
- 52 per cent said they spend more time in nature on holiday than at home.
- 71 per cent said travel lets them recharge in ways they cannot easily achieve at home.
- 50 per cent said they actively seek experiences that calm the body and reset the nervous system.
Travel as personal development also featured. Three in four respondents said having a trip booked gives them something to work towards, and 37 per cent said travel had helped them discover new interests or passions.
Together, the findings suggest opportunities for sellers to package shorter, more frequent breaks, nature-based wellness product and experience-led stays. They also reinforce the role of trusted human advice throughout the planning process.
