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Hilton Looks Forward to 2024

Hilton's third-annual Trends Report spotlights the consumer trends that are anticipated to define travel in the year ahead and digs deeper into generational insights driving industry innovation. Following a global survey of more than 10,000 travelers from nine countries, online video diaries with 60 U.S. travelers and in-depth interviews with dozens of Hilton travel experts, four themes emerged, which are expected to be the catalysts of change and innovation for Hilton and the broader travel industry in 2024 and beyond.  

  • Where Travelers are Headed this Holiday Season: According to recent data from, the top searched destinations for stays of 5 days or more between December 23 – January 1 are 1. New York City, 2. Orlando and 3. Cancun.


  • What’s Opening This Season: From Signia by Hilton Atlanta, the city’s largest downtown ground-up development project in 40 years, to the debut of Waldorf Astoria in the Seychelles, Hilton has a number of properties opening in the first quarter of the year.


  • 2024 New Openings: Hilton has a number of hotels slated to open in 2024, including the first Hilton property in Bermuda to the expansion of the Motto by Hilton brand in Asia Pacific.


  • 2024 Trends: Hilton’s annual trend report, released this October, found that travelers said their No. 1 reason to travel in 2024 will be to rest and recharge, with more emphasis on sleep than ever before. The full report can be found here.

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