There has been a recent shift in sentiment among Canadian international travellers, which could have an impact on their leisure and business travel in the immediate future. Due to uncertainty in U.S.-Canada relations, Tripadvisor and other brands have reported a decrease in search and bookings from Canada to the U.S. over the last several weeks. In addition, an analysis from MMGY TCI research indicated social sentiment related to the U.S. has fallen since early February. Canada is the top international inbound market for the U.S., and as a result, the travel industry should keep a watchful eye on sentiment and booking trends. Oftentimes, immediate consumer reactions have a tendency to wane over time, but if international inbound travel remains soft, travel brands and destinations in the U.S. may consider shifting focus to a more domestic strategy or to other international markets in the near future.
Across the UK, Europe and the U.S., lifestyle interests – from self-care to sports – continue to be infused into travellers’ vacation itineraries, furthering the trend of personalized, distinct holidays that are anything but average. The following is a summary of travel and hospitality trends and industry shifts that our global PR teams have compiled from recent media feedback, industry conferences, articles and webinars:
TRENDS IMPACTING THE TRAVEL AND HOSPITALITY INDUSTRY
• Townsizing: Gen Z travellers, those born between 1997 and 2012, are choosing to skip big-city experiences in favor of small-town getaways, offering a more relaxing, comfortable and nature-focused escape. According to Priceline’s 2025 Travel Trends Report, Gen Z travellers are 89% more likely than average travellers to seek out a holiday offering a small-town “Nancy Meyers lifestyle” vibe. They are inspired by “a desire for down-to-earth realism,” with 67% of Gen Z travellers more likely to see trips as a chance to “live out their small-town fantasies.”
• Holistic Longevity: The obsession with longevity – the quest to live not just longer but healthier lives – shows no sign of slowing. Condé Nast Traveller reported that this year, wellness resorts are looking to move the needle with retreats focused on less hyped, Blue Zones-backed factors, including purpose, community and natural movement. In fact, Tripadvisor’s 2025 Trendcast reports a 400% increase in “skincare experiences” booked on the platform in the last year, as well as a 389% and 433% rise in share of mentions for head spas and red light therapy, respectively.
• Guest Experience Reigns Supreme: As traveller preferences continue to shift to favour more immersive, experiential holidays, so do their expectations of how hotels should deliver on this. According to Sabre’s Hospitality Trends 2025 report, 71% of guests expect businesses to deliver personalised, individualised services. The expectation similarly applies to restaurants, as the National Restaurant Association’s 2025 State of the Restaurant Industry report notes that 64% of full-service restaurant customers say their dining experience is more important than the price of their meal.
• Sports Meets Entertainment Meets Travel: As reported by The Independent, this 2024 trend is continuing into 2025. People are travelling either domestically or internationally to see a sporting event, highlighting “entertainment,” “excitement” and “community” as their primary motivations. While this trend is certainly impacted by global sporting events like the Olympics or the upcoming 2026 FIFA World Cup, fans of more niche sports are also getting in on the action – Tripadvisor notes a 329% increase in bookings for curling experiences in the last two years.
UK MEDIA OPPORTUNITIES AND SHIFTS
• Harriet Charnock-Bates has been appointed acting senior content editor for hotels at The Daily Telegraph. She will continue with her other freelance work.
• Francesca Street has been hired as a writer and digital producer for CNN Travel. Based in London, Street will also host CNN Audio’s newest podcast, “Chance Encounters.” Based on Street’s column of the same name, “Chance Encounters” shares the incredible, cinematic real-life stories of travel connections Street has documented over the years.
• Diana Jarvis has been appointed sustainability editor of Wanderlust, replacing Karen Edwards, who has gone freelance.
• Hayley Minn has been appointed deputy travel editor at MailOnline. She has moved from her role as features writer at The Sun.
• Roisín Dervish-O’Kane has been appointed acting features director at Cosmopolitan, covering for Harriet Hall while she is on maternity leave. Roisín was previously features director at Women’s Health.
• Country & Town House is launching the Chelsea Arts Festival, a new annual event celebrating the creativity in London and capturing the bohemian spirit of Chelsea. The festival, which will run September 19–21, 2025, in partnership with Cadogan, will bring together a thrilling, diverse collection of artists, performers, visionaries and storytellers for three days of events, hosted at iconic venues across the borough.
GERMAN MEDIA OPPORTUNITIES AND SHIFTS
• Austria’s leading travel magazine, Falstaff Travel, which is also available in Germany and Switzerland, has increased its frequency from quarterly to bimonthly releases in addition to themed special issues. The editor in chief of the culinary magazine Falstaff has also taken the lead with its sister publication.
• Germany’s leading digital luxury travel trade magazine, LuxusInsider, has launched a new section called “Top 10,” which will feature different themes every month. The listicle kicked off with a roundup of “bathtubs with a view” in the world’s most exquisite hotels.
• Leading Swiss travel magazine Seazen is expanding its distribution channels. Formerly only available in Switzerland, the magazine can now be purchased in Germany and Austria and will have a total circulation of 70,000 copies in German. In addition, an international edition will be launched soon, publishing 111,000 English copies (among them, 42,000 copies will be available in the U.S.).
• Sadly, long-term editor in chief of the women’s well-being magazine Vital and of one of Germany’s leading culinary magazines, Essen&Trinken, has passed away. Her successor has not been announced yet.
• The editorial office Nutzwerk, which used to provide travel content to the German regional daily newspapers Sächsische Zeitung and Freie Presse, has been discontinued. The travel content for Sächsische Zeitung will now be delivered by Madsack Media Group, while a new editorial office by the name of Punktwerk will supply travel features to the Chemnitz-based daily newspaper.
• Former Cosmopolitan editor in chief is taking over as the lead of Austrian women’s business magazine Sheconomy. She is planning to expand the publication’s core sections: economy, politics, finances and jobs. The magazine is published quarterly and has an extensive online and social media presence as well as live event formats.
U.S. MEDIA OPPORTUNITIES AND SHIFTS
• CNN laid off 200 people in January, all within its traditional TV department – adding roughly the same number of roles supporting its digital products. The reshuffling is part of Mark Thompson’s digital expansion strategy, The New York Times reported. Vox Media also recently laid off several employees, adding to a recent wave of job cuts.
• Lilah Raptopoulos has been appointed the U.S. editor of Financial Times’ Globetrotter, the publication’s city life vertical that covers food and drink, culture, art, and more. She is supporting the New York and Miami guides and will help to expand to more cities across America.
• Taryn White is now contributing to Forbes, covering luxury travel, food and wine, culture, wellness, and lifestyle topics.
• Carly Stern has been hired as wellness editor for The New York Post.
• Former freelance F&B writer Sam Gutierrez is now the social media director at Food & Wine.
• Bao Ong has been promoted from restaurant columnist to restaurant critic at the Houston Chronicle.
• The Wall Street Journal’s Off Duty travel editor, Sebastian Modak, is on leave through June 2. For general travel pitches, reach out to Grace Rasmus, and for Off Duty, reach out to Sarah Karnasiewicz.
• Freelance food and travel writer Paul Feinstein is now the managing editor at Fine Dining Lovers, S. Pellegrino’s gastronomy magazine that covers chefs, trends, recipes, maps and more.
• Ashley Fallon recently began a new role as the editorial director for Only In Your State (part of World of Good Brands), one of the world’s leading travel and culture websites with writers across all 50 U.S. states. The site is fresh off a relaunch and aims to connect passionate people looking to discover the best of what each U.S. state has to offer.
• Candice Woo, previously the San Diego editor for Eater San Diego, is now a freelance food writer for publications including The San Diego Union-Tribune and Westways Magazine.
