Nostalgia and sleep tourism lead 2025 UAE travel trends
75pc of Emirati families choose destinations linked to childhood dreams
DUBAI: As the GCC’s outbound travel market continues to grow, new trends are shaping how UAE residents plan their journeys.
According to Hilton’s 2025 Travel Trends report (stories.hilton.com/2025trends), nostalgia and relaxation are leading motivations, with travellers opting for destinations tied to childhood dreams and prioritising sleep and wellness amenities.
Released as a comprehensive study of global travel behaviours, the report highlights notable shifts in UAE travellers’ priorities for the coming year.
Family and Rest
Family and relaxation are central to UAE leisure travel. For 45 percent of UAE residents, spending quality time with family and friends is the top reason for leisure travel, followed closely by resting and recharging at 42 percent.
Hilton’s report notes an emphasis on exploring familiar locales, with 75 percent of UAE parents choosing destinations they dreamed of as children, bridging past experiences with present-day adventures.
“As a leading global hospitality brand, we know that a great stay is what matters most to customers,” said Simon Vincent, Hilton’s executive vice president and president of Europe Middle East and Africa. “Our 2025 Trends Report shows that resting and recharging continue to be primary motivators to travel, and exploring nostalgic destinations with family and friends is on the rise.”
Nostalgic Destinations
UAE travellers are embracing nostalgia, especially among families with children. Hilton’s research found that three in four families are choosing destinations that parents envisioned visiting as children. This trend is notably pronounced among younger travellers, with 36 percent of 18–34-year-olds planning to include their parents in future trips. Beyond family bonding, 80 percent of UAE travellers incorporate cultural learning into their itineraries, with a similar percentage seeking unique local experiences for memorable journeys.
Sleep and Relaxation
Sleep tourism is also gaining momentum, with 38 percent of UAE travellers reporting they sometimes dedicate entire days to rest while travelling. Hilton’s report highlights that 62 percent of UAE residents sleep better at hotels than at home, and 57 percent prioritise accommodation with sleep-enhancing amenities.
Additionally, beach and poolside relaxation are highly sought after, with 71 percent of respondents valuing these options, and 43 percent booking wellness or spa experiences to enhance relaxation.
Eco-Friendly Choices
Sustainability is a key consideration for UAE travellers, with 84 percent showing a strong preference for eco-friendly travel options.
Hilton’s report indicates that 80 percent of travellers appreciate transparency from hotels on their sustainability practices, helping them make informed choices to reduce their environmental footprint.
Digital Planning
Planning is front and centre for UAE travellers in 2025, with over half indicating plans to increase their leisure trips next year.
Digital tools play a central role, as 85 percent desire the ability to book their trips entirely online, while nearly 87 percent appreciate the option to consult a representative if needed. Planning daily itineraries remains popular, with 80 percent of travellers seeking structured agendas for a fulfilling experience.