US Joins Australia, Brazil, Saudi Arabia, and More in the Explosive Whycation Movement of This Year: The List Is So Long That You Cannot Imagine, Click to Know

Published on November 24, 2025

In 2025, a revolutionary travel trend is reshaping how we view holidays. US joins Australia, Brazil, Saudi Arabia, and more in the growing Whycation movement, a global shift towards purpose-driven travel. No longer is it just about visiting famous destinations or checking off items from a travel list. Instead, travelers are increasingly asking themselves, “Why are we going?” The focus has shifted to seeking experiences that bring emotional fulfillment—whether for relaxation, personal growth, or quality time with loved ones. This trend is rapidly gaining traction across the globe, and it’s transforming how holidays are planned. The list of countries embracing Whycation is expanding so rapidly that it’s hard to keep up. As travelers move beyond conventional tourism, the Whycation movement promises to redefine the future of travel. Click to discover how this trend is changing the way we explore the world.

What is a Whycation? A New Way to Travel

The term Whycation was introduced in Hilton’s 2026 Travel Trends Report, marking a significant departure from traditional travel planning. While traditional vacations often revolve around the question “Where should we go?”, Whycation asks the much deeper, more personal question: “Why are we going there?” It’s a mindset that prioritizes personal connection, meaning, and purpose over merely visiting a tourist destination.

Rather than just rushing to see the sights or follow a prescribed itinerary, Whycationers are choosing to travel to places that resonate with their emotions and needs. Whether it’s for rest, self-discovery, connecting with family, or exploring personal passions, the Whycation trend emphasizes experiences that offer something deeper. The focus is on the journey, not just the destination.

The 2026 report reveals that 57% of travelers across the globe are seeking quiet retreats to escape the noise of everyday life, while 53% are interested in reading retreats to reconnect with their inner selves. These preferences highlight a growing desire for travel experiences that allow individuals to recharge emotionally and mentally, not just physically. This shift reflects a larger movement in the travel industry, redefining what it means to take a holiday.

Backed by a survey of 14,000 adults across 14 countries, the Whycation trend is quickly spreading around the world, including in countries like the US, Australia, Brazil, China, and more. The core message remains the same: it’s not just about where you go; it’s about why you go there, what you gain from the experience, and how it resonates with you.

Whycation Around the World: Leading Countries and Their Trends

Hilton’s survey identified 14 countries where the Whycation trend is most prominent. These countries — including the US, Australia, Brazil, China, India, and several others — all show unique manifestations of the Whycation mindset, based on their individual cultural, economic, and social dynamics. Despite regional differences, the underlying idea remains the same: travelers are moving away from simply choosing where to go and focusing on why they want to travel. Let’s take a closer look at how Whycation is unfolding in various countries and regions, and what makes each one’s approach unique.

United States: The Road Trip Returns

The United States is experiencing a revival of the Whycation movement, with a special emphasis on the classic American road trip. For many US travelers, the journey itself has become just as important, if not more so, than the destination. The 2026 Travel Trends Report reveals that 61% of US travelers say they won’t drive more than five hours without stopping for a hotel stay. Additionally, 90% of Americans believe a comfortable bed is the most important amenity after a long day on the road. This shift demonstrates a desire for comfort, relaxation, and flexibility during trips.

For American Whycationers, the purpose of travel is less about rushing to check off famous landmarks and more about rediscovering the joy of the journey itself. Road trips, national parks, and outdoor adventures in places like Yellowstone or the Grand Canyon have become ideal destinations for those seeking a more meaningful travel experience.

For many US travelers, the emotional connection lies not in ticking off as many attractions as possible, but in slowing down, enjoying the surroundings, and making memories along the way. This emphasis on the journey reflects a fundamental shift in how Americans approach travel.

Best Places for Whycation in the US: National parks such as Yellowstone, Yosemite, or Zion, scenic coastal routes like Route 66, and road-trip-friendly hotels provide the perfect backdrop for travelers who want to focus on their journey and personal connection rather than just a checklist of places to see. These locations offer the ideal opportunity for introspection, relaxation, and building memories with loved ones.

Australia: Creating Memories with Loved Ones

Australia is embracing the Whycation trend with a strong emphasis on family togetherness and memory-making. In the Asia-Pacific region, 64% of families, including those in Australia, prioritize creating lasting memories over merely visiting new destinations. One of the most prominent travel trends in Australia is multi-generational travel — a form of travel where grandparents and grandchildren travel together, sometimes without the parents, also known as skip-gen travel. This reflects a growing desire for deeper emotional connections and shared experiences within families.

The emotional and personal side of Whycation is becoming a central theme in Australian travel. While there is less data available on solo travel or the specific need for rest and recharge, Australians clearly gravitate toward holidays that promote family bonding and meaningful engagement. The idea of spending quality time with loved ones and creating memories that will last a lifetime resonates deeply with travelers down under.

Best Places for Whycation in Australia: Australia’s vast natural landscapes, such as the Great Barrier Reef, Blue Mountains, and Uluru, along with family-friendly resorts in cities like Sydney and Melbourne, offer ideal settings for creating lasting memories. Whether it’s a nature-filled getaway or an urban adventure, Australia provides numerous opportunities for connection and reflection. These locations offer the perfect space to reconnect with loved ones, enjoy unique experiences, and reflect on personal growth.

Brazil: Embracing Emotional Travel

Brazil is another country where Whycation is taking hold, with a significant number of travelers opting to extend their vacations for personal or meaningful reasons. The report highlights that 52% of Brazilian travelers extend their trips to focus on family bonding, reconnecting with themselves, or simply enjoying some extra downtime. Brazilian travelers are increasingly looking for experiences that offer emotional connections, whether with loved ones, nature, or their cultural heritage.

This emotional connection extends beyond just resting and relaxing — it’s about seeking out transformative experiences that allow individuals to reflect, grow, and reconnect with the world around them.

Best Places for Whycation in Brazil: Brazil’s rich culture and diverse landscapes offer the perfect environment for emotional travel experiences. Whether it’s exploring the Amazon Rainforest, relaxing on the beaches of Rio de Janeiro, or discovering cultural hubs like Salvador and Ouro Preto, Brazil is an ideal destination for travelers looking to focus on emotional connections and cultural immersion. The vibrancy and warmth of Brazilian culture make it the perfect place to build deep emotional connections and create lasting memories.

Mainland China: Family-Centric Travel

In China, the Whycation trend is largely centered around family travel. The report reveals that an impressive 86% of Chinese families have taken or are planning skip-gen holidays — the highest percentage in the Asia-Pacific region. For Chinese travelers, the focus is on creating meaningful family memories, heritage preservation, and bonding experiences. Travel is seen as an opportunity for multi-generational families to share quality time together, rather than just sightseeing.

For Chinese families, travel is no longer just about visiting popular tourist spots; it’s about preserving family traditions, sharing heritage, and experiencing new things together.

Best Places for Whycation in China: Family-centric resorts in destinations like Beijing and Xi’an, as well as cultural heritage tours to the Great Wall of China and the Forbidden City, offer the perfect opportunities for multi-generational families to connect while learning about China’s rich history. These destinations allow families to strengthen their bonds while immersing themselves in cultural and historical experiences.

India: The Rise of Multi-Generational Travel

India’s Whycation trend reflects a strong preference for multi-generational travel. According to the report, 79% of Indian families have taken or are planning skip-gen holidays, and for 67% of these families, the primary motivation is to create special memories. With family being a central part of Indian culture, this trend signifies a move towards family-focused travel, emphasizing bonding over sightseeing.

Best Places for Whycation in India: India’s wealth of cultural heritage sites, such as the Taj Mahal, Jaipur’s forts, and the holy city of Varanasi, paired with resorts that cater to multi-generational families, are ideal for travelers looking to create meaningful connections across generations. Indian families are also drawn to the nation’s culinary experiences, with food being an integral part of family bonding. Whether it’s exploring cultural landmarks, relaxing in luxury resorts, or enjoying India’s famous cuisine, the opportunities for bonding are endless.

Japan: Sharing New Experiences Together

Japan’s Whycation trend revolves around family exploration and shared experiences. According to the report, 47% of Japanese families prefer to share new adventures rather than revisiting familiar spots. This indicates a shift toward seeking out experiences that allow families to bond over novel, meaningful activities. Japan’s culture of family exploration makes it a prime destination for those seeking meaningful, shared adventures.

Best Places for Whycation in Japan: Destinations like Kyoto, with its temples and traditional tea houses, and Hokkaido, known for its scenic beauty and outdoor activities, offer the perfect settings for shared family experiences. For travelers seeking a blend of culture and nature, Japan provides the perfect backdrop for memorable family adventures. Whether it’s hiking through mountains or visiting ancient shrines, Japan offers unique opportunities for bonding with loved ones.

Saudi Arabia: Embracing Meaningful Travel

Saudi Arabia is emerging as a key market for the Whycation trend, where travelers are increasingly focused on meaningful stays that prioritize family bonding, comfort, and spiritual experiences. While specific statistics for Saudi Arabia are limited, the country’s rising interest in purposeful travel is clear. Saudi travelers are looking for deeper connections, whether with their families or through spiritual journeys.

Best Places for Whycation in Saudi Arabia: Luxury resorts in Riyadh and Mecca, along with family-friendly accommodations and spiritual retreats, cater to Saudi travelers who seek deeper connections with loved ones and their spiritual heritage. For those seeking both relaxation and spiritual renewal, Saudi Arabia offers the perfect setting for a Whycation that is both meaningful and transformative.

Whycation is the Future of Travel

The Whycation trend is reshaping how people view and experience travel across the globe. Rather than focusing solely on where to go, travelers are increasingly asking why they want to go there. Whether it’s family bonding in India, relaxation and self-discovery in the US, or culinary and cultural exploration in Singapore, the future of travel is about creating meaningful, purpose-driven experiences.

For travel providers, embracing this trend means focusing on experiences that foster connection, well-being, and personal growth, rather than just offering standard tours and destinations. Whether it’s facilitating multi-generational trips, offering spiritual retreats, or providing cultural immersions, the Whycation movement offers vast opportunities for the travel industry to tap into travelers’ deeper emotional needs.

As the trend continues to grow in the coming years, we can expect even more countries and travelers to adopt this meaning-driven approach to travel. By focusing on why people travel, not just where, the future of tourism is not about checking off a list of places but creating transformative, life-enriching experiences that leave travelers feeling renewed and connected.

So, whether you’re planning a trip to Australia, Brazil, the US, or Saudi Arabia, remember that the true essence of travel is no longer about the destination itself — it’s about finding meaning, purpose, and connection through the journey. Whycation is here to stay, and it’s the future of travel in 2025 and beyond.