From nostalgia travel to sleep...

Report highlights UAE travellers' preferences

UAE travellers are picking destinations they dreamed of visiting as a child and prioritising a good night’s sleep while on holiday, according to Hilton’s 2025 Trends Report.

The global study, which explores traveller behaviours across key markets, found that UAE holidaymakers travel for leisure, mainly to spend quality time with friends and family (45%) or to rest and recharge (42%).

Other reasons to travel include learning about the world and cultures (31%), seeking one-of-a-kind experiences (28%), discovering new locations (28%), recreating memories from familiar destinations (26%) and self-discovery and mental health (26%).

Family Travel
Nearly half (45%) of UAE travellers plan their leisure travel around spending quality time with their family or friends. Additionally, 36% of 18- to 34-year-olds plan to travel with their parents next year, and when travelling with children, three in four (75%) UAE travellers pick destinations that they wanted to visit as a child.

Beach Holidays
Travellers from the UAE are prioritising rest and relaxation during their holidays. The research revealed that 81% of UAE travellers value being pampered during their trips, and 71% enjoy lying on the beach or by the pool all day. Additionally, 43% book wellness or spa experiences during their travels to enhance their sleep.

UAE travellers are also more likely to have travelled for leisure reasons than business, with 85% saying they have travelled for leisure in the past 12 months, compared to just 56% for business.

Globally, travellers are embracing downtime, with some – including 38% of UAE residents – often staying in bed for an entire day. Gen Z and Millennials are more likely enjoy this practice than their older counterparts. Furthermore, 57% of UAE travellers often prioritise hotels with amenities designed for better sleep, and 62% say they sleep better in a hotel than at home.

80% of travellers like to have an agenda for each day of their trip

Environmental Impact
Demand for sustainable travel is continuing to rise, with 84% of travellers looking for eco-friendly options. Travellers also want to be better informed, with 80% of UAE holidaymakers believing it’s important to receive communications from hotels about their sustainability programmes.

Get into the Green Scene aims to raise awareness of sustainable activities in Dubai

Future Bookings
More than half of UAE travellers plan to increase their leisure travel in 2025 and nearly a third (31%) have already booked at least one trip for the upcoming year. The vast majority (85%) want the ability to book a whole trip entirely online, but a similar number (87%) want to speak to a human if they have an issue or questions when booking.

“As a leading global hospitality brand, we know that a great stay is what matters most to customers,” said Simon Vincent, Hilton Executive Vice President and President of Europe, Middle East and Africa.

“Our 2025 Trends Report shows that resting and recharging continue to be primary motivators to travel, and exploring nostalgic destinations with family and friends is on the rise.”

For more information, visit stories.hilton.com/2025trends

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