Travellers in the UAE and Saudi Arabia are expected to adopt a more flexible and intentional approach to holidays in 2027, prioritising personal growth, wellbeing, discovery and meaningful experiences over the pursuit of a “perfect” trip, according to Hilton’s 2027 Trends Report.

Titled The Great Rebalance: How Travelers Are Expecting to Reset and Recalibrate in 2027, the report draws on insights from more than 14,000 travellers across 14 markets, including the UAE and Saudi Arabia. Hilton identified four trends expected to shape travel behaviour next year: the rise of the “ish” mindset, the growing importance of trusted travel recommendations, a renewed focus on nature and wellbeing, and the rise of shorter and solo trips.

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.”

Embracing the ‘Ish’ Mindset

Hilton found that 54% of travellers globally feel pressure to create the perfect holiday, whether through visiting every major attraction, satisfying everyone in a travel group or capturing an ideal social media moment.

The report suggests travellers are increasingly rejecting this pressure in favour of more spontaneous and flexible experiences.

In the UAE and Saudi Arabia, hotels are also becoming an important part of the overall travel experience rather than simply accommodation.

Some 36% of UAE travellers and 41% of Saudi travellers rank staying in a great hotel among their top three indicators of a successful trip, alongside discovering new places and returning home feeling relaxed.

Trust Remains Personal

Technology continues to influence travel planning, but human recommendations remain important.

While 63% of travellers globally trust AI to inspire their next holiday, only 22% trust it to create a complete itinerary.

The UAE stands out for its engagement with loyalty programmes, with 61% of travellers belonging to one, the highest proportion among the markets surveyed.

Meanwhile, 82% actively maximise rewards through shared or group spending.

Loyalty status is also gaining social influence. Nearly three in 10 travellers in the UAE, or 29%, say they are jealous of a friend’s loyalty status, highlighting the perceived value of travel memberships.

Once at their destination, travellers continue to seek human expertise.

Globally, 70% trust hotel team members for recommendations, particularly for local knowledge and experiences that may be difficult to replicate through technology.

Wellness Moves Outdoors

Wellbeing is increasingly influencing where and how travellers spend their holidays.

More than half of travellers in both markets spend more time immersed in nature while travelling, with 57% of UAE travellers and 56% of Saudi travellers reporting greater engagement with natural environments.

Saudi travellers are also increasingly seeking outdoor relaxation areas and spaces designed for deep rest.

The trend reflects a broader global focus on wellness experiences.

Fresh air is valued by 79% of travellers, while water-based wellness appeals to 61%. Heat-based treatments such as saunas are important to 54%, while 50% are interested in air-based wellness experiences including breathwork.

Shorter Trips, More Frequent Escapes

The report also highlights a growing preference for flexibility in trip length.

Among UAE travellers planning to travel more, 46% expect to combine shorter getaways with longer holidays.

Saudi travellers are similarly redefining the meaning of a short break, with 16% considering a five- to six-day getaway to qualify as a short trip.

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

Overall, Hilton’s findings indicate that travellers in the UAE and Saudi Arabia are not necessarily looking to travel less. Instead, they are becoming more deliberate about how they use their time away, seeking greater flexibility, personal fulfilment, wellbeing and experiences that remain valuable beyond the holiday itself. -TradeArabia News Service