All too often there are surveys and research into top ten lists of popularity and destinations, the hot spots where everyone is going, or wants to go. But now, perhaps some deeper thought research into why we’re going.

In Hilton Hotels’ latest trends report, a focus on something called the “Whycation,” a different and growing travel mindset.

The Hilton research indicates that a growing number of travelers are motivated by emotion and want to actually feel something on their journey, to learn something. In fact, 72% of travelers in this global survey say they want to add purpose to their trip and pursue a passion, skill, or hobby. Half of travelers say they’d actually take a pay cut in return for unlimited time off.

And perhaps most interesting: 54% of the 14,000 travelers surveyed by Hilton say they’d take a business trip just to get a break from their family or partner. So much for family unity and relationships.