Beloved Meals and Dining Together: Hilton Predicts the Reign of “Home Comfort” in 2026

Next year, travelers are expected to favor more intentional stays, guided by the “why” rather than the “more.” A new global survey by hotel giant Hilton, which polled 20,000 people, highlights the rise of the “whycation”: a purpose-driven approach to travel, driven by a growing desire for comfort, trust, and familiarity.

“More than ever, it’s the feeling behind the trip that’s guiding where the journey begins, ” said Chris Nassetta, Hilton’s President and CEO, commenting on the group’s 2026 Global Trends Report. “74% of travelers value booking with brands they know and trust, a clear signal that comfort and consistency are essential in today’s travel landscape”

The study, conducted in partnership with polling firm Ipsos, surveyed 14,000 travelers across 14 countries and incorporated insights from more than 5,000 Hilton team members as well as feedback from 1,000 members of the Hilton Honors loyalty program.

The results reveal a surge in the "why-cation" phenomenon. Travelers are prioritizing trips driven by emotional reasons, such as rest, reconnection, and the search for meaning. The focus is shifting from "where are we going" to "why are we going," underscoring a move toward experiences that value comfort, trust, and connection.

A Home Away From Home, Globally

For 79% of respondents, familiar foods are a source of comfort, even thousands of miles from home. In what may seem like a paradox, travelers seeking new horizons will increasingly look to recreate familiar habits. “To gain a sense of ease when they are outside of their comfort zone, from packing their favorite snacks and cooking a beloved meal,” the report notes.

Nearly half (48%) of travelers said they cook their own meals during their stays, a simple ritual that transforms temporary accommodations into a genuine “home away from home.”

Hilton highlights small gestures that have become part of its brand identity, such as the warm chocolate chip cookies offered at DoubleTree hotels since 1986. Every year, roughly 20 million of these cookies are handed out at check-in. Similarly, Hampton by Hilton prepares nearly three million kilograms of waffle batter annually for its signature breakfasts.

Family and Culinary Experiences

the pleasure of eating together. The hospitality group is leveraging this strong trend to showcase offerings for guests who wish to share both a meal and a family experience.

Baker's Cay Resort Key Largo in the Gulf of Mexico, for instance, collaborates with Dock-to-Dish, a local fishing initiative that allows families to fish together before the hotel's chefs prepare a meal from their catch of the day.

At the Royal Palm Galapagos in Ecuador, diners participate in a guided tour of a lava tunnel to discover the island's volcanic origins before savoring a five-course gourmet meal based on local ingredients.

Rituals and Product Discovery

Local businesses are benefiting from the draw of major tourist destinations, with a noticeable enthusiasm for local grocery stores and supermarkets. Parallel to the need for "comfort food," 77% of travelers want to taste authentic local products.

To address this culinary curiosity, many Hilton hotels now offer local snacks for sale in their lobbies.

"At Hotel Fraye Nashville, guests can discover local Goo Goo Clusters candies, while at Canopy by Hilton Portland Waterfront, they find Wicked Whoopies pies and Maine Crisps artisanal crackers," the market study notes in a clever product placement.

Convenience as a Core Comfort

Finally, when hotel guests lack the time for grocery shopping or dining out, delivery services are readily available.

"Since its launch in 2023, the Grubhub Onsite program has recorded over half a million orders" at partner establishments, Hilton spokespersons explained. The hotel group's strategy is to make every stay as comfortable and convenient as possible.

Expanding offered services, particularly through partnerships that facilitate access to meals and on-site amenities, is ideally aimed at enriching the guest experience, reinforcing the properties' value proposition, and more effectively meeting their daily needs.