In the year ahead, travellers are choosing trips that begin with purpose driven more by emotion then destination. According to Hilton’s newly released 2026 Trends Report, The Whycation: Travel’s New Starting Point, global travellers are embracing the rise of the “whycation,” where travel is driven by emotional motivations: the desire to rest, the urge to reconnect and a search for experiences that feel meaningful.
Backed by insights from more than 14,000 travellers across 14 countries, the research highlights a pivotal shift away from traditional travel planning, with more emphasis on personal exploration, cultural immersion, and AI-assisted travel.
More travellers from UAE and KSA are choosing trips that reflect who they are and what they value, with an increasing desire for authenticity, relaxation, and connection.
IMMERSIVE TRAVEL: A DEEPER CONNECTION TO CULTURE
Residents from the UAE and Saudi Arabia value seeking genuine cultural connections over traditional sightseeing. Both countries rank the highest globally (65% of travellers from KSA and 66% of travellers from UAE) in comparison to other surveyed countries when asked if they make an effort to learn the local language before visiting a destination, demonstrating that Gulf residents are prioritising immersion as a key aspect of their journey.
Moreover, 73% of UAE travellers actively seek experiences that allow them to engage with local customs that they have not researched ahead of time, a habit shared by 69% of residents in KSA. These travellers are not just observing cultures but participating in them by learning languages, taking part in traditional customs, and deepening their understanding of the cultures they visit – signalling a desire to connect and respect the cultures they encounter.
GROCERY STORE TOURISM: FINDING CONNECTION IN THE ORDINARY
Travellers from UAE and KSA are incorporating visiting local grocery stores into their travel experience, seeking a deeper connection with everyday life abroad. For many, these everyday retail spaces may offer a unique opportunity to uncover local delicacies, learn about daily life, and even ground their journey in the comfort of familiarity, creating a sense of home while far from it.
Both UAE and KSA are leading this trend (ranking above the global average of 77%) with 81% of travellers from UAE and 78% of travellers from KSA reporting that they "always" or "often" explore local grocery stores when traveling.
EFFORTLESS ESCAPES: STREAMLINED TRAVEL WITH AI
Many travellers from UAE and KSA rely on AI-assisted planning, as well as opting for all-inclusive resorts and group tours that require little-to-no planning, marking a clear shift from previous years when spontaneity was a defining characteristic of Gulf travel.
75% of travellers from both UAE and KSA respectively find AI tools helpful to plan their trips, reflecting a desire for convenience and efficiency. AI can help create tailored itineraries that can then be vetted and refined by concierges or real-life travel experts, combining the speed of technology with human expertise. This high adoption highlights the region’s comfort with digital solutions that simplify logistics, enabling holidaymakers to focus more on enjoyment than planning. As AI takes centre stage in travel prep, it marks a shift toward smarter, stress-free getaways powered by technology.
SOCIAL MEDIA: THE TRAVEL INFLUENCER
In the UAE, social media drives real-time itinerary planning, impacting both destination selection and overall travel experiences. A third of UAE residents actively use social media to plan activities while abroad highlighting interest in dynamic, content-led travel experiences shaped by what’s trending in the moment.
This trend is closely tied to customers’ loyalty to trusted brands and programs, with 79% of UAE travellers stating they commit to one loyalty program per category, such as airlines or hotels. Such loyalty not only strengthens brand relationships but also reinforces the appeal of personalised experiences and exclusive offers that deepen the traveller’s connection with the brand.
“This year’s Trend report shows that UAE and KSA residents are reinventing how they explore the world, placing greater emphasis on personal connections, cultural immersion, and travel with deeper meaning. The trends reflect a shift toward travel that resonates not only with the destinations, but the values of the travellers themselves, with Gulf residents leading the way in creating journeys that are as personal as they are transformative," said Guy Hutchinson, President of Hilton, Middle East and Africa. “With more than 8,800 hotels worldwide, Hilton is focused on delivering the comfort, trusted service and flexibility travellers expect - alongside experiences that reflect how they want to spend their time.” -TradeArabia News Service