Are Travel Influencers Losing Their Sway and What Does That Mean for the Tourism Industry?

Social media stars paid to chronicle their travel experience appear to be losing their influence among ordinary tourists, according to research from Hilton’s 2027 Trends report, entitled “The Great Rebalance.”

As the name of the annual study from the hotel giant demonstrates, travelers are rethinking their vacation plans. Perfection is out, and making the most of your time off is in. The report indicates there is greater purpose with each trip, increasing the stakes for the traveler and tourism and hospitality organizations courting their business.

“As the industry looks ahead, the most compelling marketing may be less about what travelers will do and more about how they will feel long after they return home,” a Hilton spokesperson told Inspired Insights.

Here, we dig deeper into Hilton’s report about the changing face of the travel industry.

1. Loyalty Members Are the New Influencers

“Authenticity” is a buzzword throughout hospitality. One of the ways the trend is manifesting itself is who travelers trust is giving them a true picture of their proposed vacation spot. Enter loyalty members who are building rewards points with each trip and credibility about their families, friends, and peers. Half of individuals surveyed say they are more likely to trust recommendations from someone with loyalty status than from someone without it while 49% say status holders have more influence on group travel decisions.

Industry impact: The upshot of the findings is that it’s more important than ever to build a loyal base of customers. To that end, Hilton Honors—featuring perks like space-available upgrades, daily food and beverage credits, and digital checkout—has evolved to make earning status more achievable and rewarding. Since the updates in January 2026, members have earned elite tier status faster, with double-digit growth compared to the year before, according to a Hilton spokesperson. “The goal is to make loyalty feel meaningful at every stage of the journey, while giving travelers confidence that recommendations are informed and relevant,” the spokesperson said.

2. Staff Picks Are a Real Selling Point

Employee opinions on books, merchandise, and entertainment have long been a promotional tool in retail. It was only a matter of time before travel companies caught on. The Hilton study shows tourists look to the boots on the ground like hotel workers to point them in the right direction. According to the report, 70% of travelers trust hotel staff as a travel-planning resource, which speaks to the important role that people with local knowledge can play in helping travelers make decisions that feel right for them.

Industry Impact: It’s time to give the concierge some help offering advice. At Tru by Hilton, the "Tru Local" wall provides staff recommendations for nearby things to do, so guests can learn about the surrounding neighborhood. Luxury properties can take it a step farther. At Hilton Tulum Riviera Maya All-Inclusive Resort, guests who book Enclave, an elevated guest room category, have complimentary access to a personal concierge who assists with on-site reservations, including dining and spa treatments, along with offsite excursions.

Food and beverage is being rethought among travelers seeking purpose. Photo Credit: Hilton

3. Travel Is Changing from a Getaway to a Pathway

The family beach vacation isn’t going away, but there is a growing percentage of travelers looking to come home with more than a tan and a few extra pounds. Nearly three-quarters (74%) of respondents reported choosing where to stay based on the kind of experience or feeling they hope to have, while 60% say travel makes them more likely to make a change they have been avoiding. This could be the time tourists swear off smoking or booze for good, or making a commitment to exercising more. Of note, 79% of travelers say fresh air and the outdoors are essential to how they relax, while 61% are more likely to engage in water-based wellness experiences such as hydrotherapy, soaking rituals. and cold plunges while traveling.

Industry Impact: Savvy hospitality groups are offering more options for guests to have a good time but not feel guilty about it. At Tempo by Hilton New York Times Square, more than one in five cocktails ordered in the second half of 2025 came from the hotel’s Free-Spirited mocktail menu, which the Hilton spokesperson says underscores travelers’ growing interest in choice and control rather than choosing between indulgence and intention.

4. Travelers Are Scaling Down Trips, but not Ambitions

Between family, work, and other obligations, time is tight. Rather than waiting for that perfect moment or dream vacation, many travelers are opting for shorter, more frequent trips that fit their lifestyle. To that point, 67% like to plan travel that lets them maximize experiences in a short time, and 63% prefer to stay somewhere central in a destination so it’s easy to eat, shop, and find entertainment.

Industry Impact: Hotels and CVBs are personalizing itineraries to meet guests’ needs. Conrad, an upscale Hilton brand, offers a 1/3/5 program that highlights local experiences in short timeframes (one hour, three hours, and five hours). At Conrad Tokyo, the options include sword-making, a private Ukiyo-e masterclass, and Tokyo OCHA Tea Nights. “There is an opportunity to move beyond showcasing a place as a collection of landmarks and instead focus on the emotional and personal value guests take away from the experience,” notes the Hilton spokesperson.

Photo Credit: Hilton