SAUDI ARABIA – Saudi travelers are prioritizing relaxation and quality time with loved ones when planning their vacations, according to Hilton’s latest travel trends report.
The survey sheds light on evolving travel preferences, revealing a growing interest in leisure and sustainable tourism.
The report indicates that 50% of Saudi travelers plan leisure trips within the next year, with 42% citing the need to rest and recharge as a driving factor.
“For many of our guests, travel is a chance to escape the demands of daily life,” Hilton Middle East spokesperson Michael Clark stated.
This emphasis on unwinding is reflected in how Saudis choose to spend their holidays. A notable 72% prefer days by the beach or pool, while 71% admit to staying in bed all day during vacations.
Clark added, “It’s clear that travelers from the Kingdom value experiences that allow them to completely relax.”
Beyond relaxation, the report highlights other key motivations for travel. Quality time with family and friends is a priority for 38% of respondents, while 28% expressed interest in exploring different cultures.
Authentic local experiences were also a top choice for 79%, emphasizing a shift toward more meaningful travel.
“Travel is not just about visiting new destinations; it’s about creating connections and memories,” said Fatima Al-Saad, a frequent traveler from Riyadh. She added that her recent trips focused on spending time with loved ones and immersing herself in local traditions.
Sustainability is becoming a significant factor for Saudi travelers, with 82% expressing a desire to minimize their environmental footprint. Additionally, 78% expect hotels to communicate their sustainability initiatives clearly.
Hilton has responded by aligning its operations with these values. “We are deeply committed to supporting eco-friendly practices across all our properties,” Clark said, noting that green initiatives are increasingly influencing travelers’ booking decisions.
Hilton’s expansion in Saudi Arabia
The findings come as Hilton significantly expands its footprint in the Kingdom. The company plans to open over 50 new hotels across its brands, including Conrad Hotels & Resorts and Canopy by Hilton.
These developments will strengthen Saudi Arabia’s position as Hilton’s largest pipeline market in the Europe, Middle East, and Africa region.
Among the key projects is the Conrad Riyadh Laysen Valley, set to open in 2025, and two properties in Abha scheduled for 2026.
The expansion aims to cater to the diverse preferences of Saudi tourists, ensuring options that combine luxury, sustainability, and relaxation.
Hilton’s report not only highlights evolving travel priorities but also underscores the importance of adapting to the changing needs of modern tourists.
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