Whycations: The UAE and Saudi Arabia Lead a New Era of Purpose Driven Travel in 2026

In the evolving landscape of global travel, a new trend has emerged from the Gulf region that is reshaping the way people travel. This trend, coined as “whycations”, marks a departure from traditional travel styles such as bleisure or microcations. Instead of choosing destinations based solely on their allure or proximity, travellers from the UAE and Saudi Arabia are now seeking journeys that are motivated by emotion and purpose. This shift, highlighted in Hilton’s 2026 Trends Report, reflects a growing desire for meaningful travel experiences driven by personal growth, cultural immersion, and emotional fulfilment.

As the report reveals, more travellers from the UAE and Saudi Arabia are now designing holidays that cater to their individual values and interests. With over 14,000 travellers surveyed globally, the data indicates that residents of these two nations are leading the charge in transforming travel into a deeply personal journey, one that is not only about the destination but also about how the experience aligns with their values and aspirations.

The Rise of Purpose-Driven Travel: “Whycations” Explained

“Whycations” represent a shift towards travel that emphasises the question “Why?”—a question that explores the deeper purpose behind travel decisions. In contrast to traditional tourism models that focus on iconic destinations or short getaways, “whycations” are about more than just sightseeing; they are designed to connect travellers with meaningful experiences.

This evolving trend is powered by the increasing desire for authentic cultural experiences and personal transformation. The findings in the Hilton report highlight that travellers from the UAE and Saudi Arabia are more likely than others to seek immersion in the local culture, with over 66% of UAE residents and 65% of Saudi residents making an effort to learn the local language before visiting new destinations. This desire to integrate into the local lifestyle is indicative of a broader trend where travel goes beyond tourism and becomes an avenue for self-discovery.

Cultural Immersion and Personal Growth

The concept of cultural immersion stands at the core of the “whycation” trend. For travellers from the UAE and Saudi Arabia, vacations are no longer about ticking off a list of must-see attractions but about experiencing destinations on a deeper level. This may include exploring local customs, engaging in community-based activities, or learning about the history and values of the people in the places they visit.

A key factor in this shift is the desire for personal growth. Rather than simply visiting popular destinations, many travellers are now prioritising experiences that help them evolve as individuals. Whether it’s attending a cultural workshop, participating in local traditions, or seeking out more serene and reflective environments, “whycations” are about travellers connecting with themselves as much as they connect with the destination.

Technology as a Travel Companion

The role of technology in shaping the modern travel experience cannot be overstated, and it is particularly apparent in the “whycation” trend. A significant portion of travellers from the UAE and Saudi Arabia now rely on AI-powered tools to design their itineraries. The Hilton report shows that 75% of respondents from both nations use AI-assisted travel planning tools to curate stress-free, personalised trips. This digital shift is evident in the increasing trust in AI to provide customised itineraries, which are then refined by human travel experts or hotel concierges.

The widespread adoption of digital tools indicates a growing comfort with relying on technology to streamline the travel process. For many travellers, AI is not just a tool for convenience; it is also an enabler of more meaningful travel experiences. By helping travellers navigate complex itineraries, AI can eliminate the stresses of planning, leaving more room for connection and discovery during the journey itself.

The Influence of Social Media

While traditional travel planning was often done through brochures, guidebooks, or word of mouth, social media platforms like Instagram and TikTok now play a critical role in shaping the travel decisions of UAE residents. According to the report, one in three UAE residents use these platforms to guide their decisions about where to go and what to do while abroad. This trend further reinforces the idea that modern travellers are looking for experiences that resonate with their personal values and aspirations, often driven by the experiences shared by others on social media.

The influence of social media is not just limited to destination choices; it extends to the way travellers interact with their chosen destinations. For instance, social media’s role in promoting sustainability and eco-conscious travel practices aligns with the growing demand for more responsible tourism, where travellers are encouraged to engage with local communities and respect environmental practices.

Loyalty Programs and the Role of Hotels

As part of the “whycation” trend, there is also an increasing emphasis on loyalty programmes and the rewards they offer. In the UAE, 79% of travellers express loyalty to a single hotel or airline brand, seeking consistent service and exclusive rewards. This behaviour underscores a shift towards long-term relationships between travellers and brands, as opposed to one-off travel experiences. For hotels like Hilton, offering personalised and meaningful experiences is key to fostering such loyalty. Travellers are now expecting not just comfort and convenience, but experiences that align with their personal journeys.

Hilton, in particular, is focused on providing travellers with a range of options that support their evolving travel preferences. With over 8,800 hotels worldwide, Hilton aims to deliver trusted services while offering experiences that reflect the desires and values of modern travellers. This focus on personalisation and flexibility is essential to the future of travel in the Gulf region.

The Future of Travel is Purposeful and Immersive

Travellers from the United Arab Emirates and Saudi Arabia are undoubtedly changing the face of international tourism as the “whycation” trend continues to gain traction. The trend heralds a new era of travel that is tech-enabled, purpose-driven, and intensely immersive, with an increasing focus on meaningful experiences, cultural immersion, and personal development. For these tourists, the connections, learnings, and experiences that genuinely shape their journeys are more important than the final destination.

This change in travel is a reflection of a larger trend in the global tourism sector, where travellers are now offered more than just a trip—they are being transformed. Authenticity and purpose are now given more importance.

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