Hilton Trends Report: Thermal Baths, Hydrotherapy and Nature Are Winning Over Hotel Guests

Wellness is playing a bigger role in how travelers choose where to stay, according to Hilton's 2027 Trends Report, titled "The Great Rebalance." The research, conducted by Morning Consult among 14,744 adults planning to travel in the next 12 months, was fielded between May 18 and June 1, 2026.

Water-based wellness stood out: 61% of respondents said they are more likely to take part in it while traveling, and 60% are more drawn to it when it can be shared with others. Twenty percent said they would choose accommodation for its sauna or steam room, and 29% would book a hotel for its pool. Nature mattered too, with 79% saying fresh air and the outdoors are important to how they relax and 35% willing to book for outdoor relaxation spaces. A third of respondents, 32%, would book for spaces designed for deep rest and sleep.

Hilton highlighted several U.S. examples. At Conrad Washington, DC, an AI-powered robotic massage system from Aescape sees 48% of bookings for 30-minute sessions, with most after 4 p.m. Conrad Orlando's outdoor Water Garden saw monthly outdoor bath treatments rise 60% year over year, and Signia by Hilton Indianapolis launched a recovery concept combining fitness, technology and retail.

Hilton's list of trends also includes social or shared wellness and a mix of technology, nature and human connection it calls "Wellness, Rewired."

Reporting based on Spa Business coverage of Hilton's 2027 Trends Report.