GCC travellers lead global shift from sightseeing to self-discovery

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Al Seef Heritage Hotel Dubai Curio Collection by Hilton

UAE and Saudi Arabia travellers are at the forefront of a global movement that’s transforming travel from sightseeing to self-discovery, Hilton’s 2026 Travel Trends Report reveals.

Dubbed the rise of the ‘whycation,’ the trend shows GCC residents leading a shift toward authentic, emotionally connected experiences built around purpose and meaning.

Hilton’s research, based on more than 14,000 travellers across 14 countries, shows the region leads the world in meaningful, cultural engagement, with two-thirds (66%) of UAE travellers and 65% of Saudis making an effort to learn local languages before a trip, and 73% of UAE and 69% of Saudi residents participating in local customs once there, highlighting immersion as a priority.

This appetite for immersion also extends to everyday activities, with the majority of UAE (81%) and Saudi (78%) respondents visiting local grocery stores when holidaying overseas, demonstrating a curiosity that extends beyond traditional tourism.

The report further finds that technology is reshaping how Gulf travellers plan their journeys, with three out of four using AI-powered tools to tailor stress-free, personalised itineraries.

This increasing reliance on tech is echoed by recent Tourism Economics findings that show 60% of UAE travellers rely on AI when organising trips.

Travellers in the UAE and Saudi are increasingly using AI to plan trips

Social media continues to influence plans in real time, with one in three UAE travellers using platforms such as Instagram and TikTok for last‑minute inspiration while abroad.

Meanwhile, brand loyalty in travel remains strong, especially among UAE travellers, with 79% sticking to one hotel or airline programme, favouring brands that offer consistent service and personalised rewards.

Two‑thirds (66%) are willing to pay more to book with their preferred brand, a trend clearly benefitting Hilton, which recently retained its position as the world’s most valuable hotel brand, valued at US$15.1 billion.

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“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,” said Guy Hutchinson, President, Hilton Middle East & Africa.

“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.”

Globally, Hilton reports the top motivation for leisure travel in 2026 is to rest and recharge (56%), followed by time in nature (37%), improving mental health (36%) and indulging in ’me time’ (20%).

Solo travel continues to rise, with 26% of travellers planning solo trips and nearly half (48%) adding solo days to family holidays.

In Saudi Arabia, the ‘Mancation’ trend also continues to gain traction among male travellers seeking quality time away with friends.

Work‑life balance remains a strong motivator, with half of global travellers surveyed willing to take a pay cut for unlimited leave, and 44% saying they would quit if denied a holiday request.

For the full report, visit hilton.com/2026trends