Traditionally, March has been a month to begin solidifying summer travel plans. However, affordability, combined with the current geopolitical situation in the Middle East, is causing uncertainty, impacting the way travellers are making their upcoming travel decisions. Depending on the region, we are seeing varying degrees of pullback on frequency of and spend on travel as well as advance planning time and type of holidays desired.
Below is a snapshot of the travel and hospitality trends our global PR teams have identified through recent research, media conversations and industry events.
Topline Impacts by Region:
For UK and European travellers, the impact of the situation in the Middle East and the abrupt change to affordable and accessible routes to the Gulf and Asia following the closing of air space across key hubs in the GCC, particularly the UAE, has had an immediate impact on consumer confidence. Key travel publications reported an increase in searches for “safe destinations,” and many outlets have redirected travel content to short-haul European and domestic getaways until there is more certainty across the industry (The Times, The Telegraph). Increasingly, British travellers are booking ultra-early and ultra-late, spurred by consumers looking for value.
The U.S. travel landscape continues to reflect strong demand despite ongoing economic pressures. Airlines and industry groups are forecasting robust passenger volumes this spring and into early summer. Rising oil prices are increasing airline fuel costs contributing to higher airfares and a surge in ticket prices. Travel behaviour is shifting towards value-driven and experience-focused planning across both domestic and international travel. Americans are increasingly leveraging loyalty programmes, points and rewards to stretch their travel budgets, while interest in less-crowded destinations and emerging U.S. locales continues to grow. In summary, many travellers are adjusting their plans by booking flights earlier, opting for shorter holidays or choosing closer destinations, while still prioritising travel as a key lifestyle expense.
Lesser-Known Spots, Big Interest: National travel data shows that smaller U.S. destinations are gaining momentum in 2026, with places like Carlsbad, CA, Vero Beach, FL, Portsmouth, NH, Taos County, NM, and St. Simons Island, GA, among the top trending spots based on year?over?year search growth (Expedia 2026 Air Hacks Report). This shift underscores travellers’ growing appetite for less?crowded, authentic experiences – from coastal escapes and outdoor adventures to cultural hubs and boutique hospitality scenes. Destinations in central Asia, known as “the Stans” countries, which are lesser known, are currently experiencing increased popularity by British travellers looking to explore “off-piste” destinations that are rich in culture, nature and adventure.
Alternative Adventures Focused on Community and Well-Being Stand Out: Travellers have a deep desire for human connection and authenticity alongside value, and tackling loneliness has become an important theme in hospitality. While Sweden trials “friendship hours” in the workplace, wellness retreats highlight building community as a key characteristic of their offering (The Times LUXX). TTG reports that group tours have seen significant growth this year over tailor-made adventure trips and self-guided travel. In addition, cruise travel abounds, with forecasts projecting record-setting demand this year (Yahoo Finance, 2026) as consumers are increasingly looking for all-inclusive, multidestination experiences that combine leisure, dining and entertainment, making cruises a convenient and stress-free option.
Spring and Summer Travel Hit a High Note With Festivals and Sports: Many epic music and sporting events are taking place globally in 2026, and excitement around these moments continues to shape travel habits. As Skift reports, with travellers flocking to music residencies in Las Vegas, the total solar eclipse in North America, major sports events like the FIFA World Cup and international festivals such as Edinburgh Fringe, destinations are leveraging these live experiences to attract visitors, keeping demand strong even amid softer overall consumer spending. And, of course, cost-conscious consumers are looking to book the best deals for these unmissable experiences.
UK Media Opportunities and Shifts
- Pat Riddell leaves National Geographic Traveller as editor to go freelance, but will continue to write for the publication and act as editor at large.
- Penny Walker leaves The Telegraph to join HELLO! as head of travel.
- Andrea Thompson leaves Marie Claire UK as editor in chief to go freelance.
- Dianne Apen-Sadler has joined Euronews Travel as a senior journalist.
- Leah Kelly replaces Matt Hayhoe at Travel Bulletin.
- Hannah Brandler steps down as editor from Business Traveller to go freelance, but will continue to contribute as editor at large.
- Venus Wong joins The Telegraph’s travel team as an editor.
- Felicity Cousins leaves her role as editor of Sustainable Hotel News and will continue to write about responsible travel and tourism as a freelancer.
- The two MICE media outlets that have accompanied the German-speaking meetings and trade fair industry for decades, tw tagungswirtschaft and m+a report, were discontinued at the end of March. Both brands will be integrated into the event division of the publishing house dfv Mediengruppe, continuing to appear in event-driven and dialogue-oriented formats.
- The Dutch women’s magazine SAAR is entering the German market with the launch of SARA, a localised edition tailored to women aged 50 and above. The new title, a cross-border adaptation, reflects the open, relaxed tone of its Dutch counterpart, while addressing the themes, perspectives and cultural nuances relevant to a German-speaking audience. SARA will cover lifestyle, relationships, career reinvention and personal growth – combining depth with lightness and humor.
- Cologne’s regional newspaper market is set for further consolidation as publishing house DuMont acquires Kölnische Rundschau from Heinen-Verlag, strengthening regional journalism and demonstrating a commitment to safeguarding independent reporting structures in Cologne. In addition, the company announced a dedicated digital growth initiative aimed at accelerating subscription growth and expanding its local news footprint.
- Austria’s premium lifestyle magazine OOOM is being phased out, with the publishing house redirecting its editorial and commercial resources towards the expansion of lifestyle magazine CALL.
- Belgium’s media landscape is seeing new niche publishing initiatives with the March launch of Kukimag, an art magazine aimed at young audiences.
- Indra Dewitte has been appointed editor in chief of Nieuwsblad, Het Belang van Limburg and Gazet van Antwerpen at Mediahuis, succeeding Liesbeth Van Impe. Van Impe will step down from the role and relocate to the U.S., while Dewitte will oversee the editorial direction of the three Belgian news brands within the Mediahuis portfolio.
- Mediahuis reports that Dumpert has become the largest Dutch-language Instagram account, surpassing 2.6 million followers. The milestone highlights the growing importance of social-first media brands within the Dutch digital landscape, with Dumpert continuing to expand its reach through short-form video and community-driven content.
- A new Dutch fashion magazine, ShopWork Magazine, has been launched by sewing platform Martan, positioning DIY fashion as a high-end creative practice within the contemporary fashion landscape.
- Senior media professional Chayan Rastogi has joined the India Today Group’s digital news platform, The Lallantop, as editor (content innovation).
- Shamsher Singh has been appointed managing editor – Hindi & vernacular languages at Times Group (Times TV Network). Singh is expected to strengthen the organisation’s Hindi and vernacular editorial footprint. Prior to this, Singh was associated with Network18 as group consulting editor.
- Skift’s global tourism reporter Bailey Schulz is out on maternity leave, with no replacement announced yet.
- Jamie Stockwell has been appointed as vice president of news at USA Today.
- Travel Weekly expanded its editorial team: Emma Weissmann was appointed to oversee destination features and lead social, video and podcast initiatives; Jamie Biesiada assumed an expanded role as editor of content innovation and retail; and Robert Silk was promoted to editor at large.
- Condé Nast Traveler is actively building a global network of local correspondents/creators, an editorial strategy move that opens paid opportunities for contributors in markets like Paris, Puerto Rico, Rome and Tokyo, effectively broadening its travel reporting footprint beyond traditional staff roles.
- Gayle King renewed her contract with CBS News, solidifying her continued role as a key anchor on “CBS Mornings” amid wider network shifts.
