On both sides of the Atlantic we are entering the festive holiday season, one of the biggest travel periods of the year for domestic and international travel.
And while overtourism has continued to dominate the media landscape – YOU Magazine recently reported that Amsterdam will be increasing its tourist tax on hotel rooms from 7% to 12.5% before the end of the year – travel pages are starting to shift focus. Fall foliage (AKA leaf peeping) is having its annual moment, and winter-sun beaches and chic ski resorts will begin to make headlines in the coming weeks.
The following is a summary of global travel and hospitality trends and industry shifts that our PR teams in the UK, Europe and the U.S. have compiled from recent media feedback, industry conferences, articles and webinars:
TRENDS IMPACTING THE TRAVEL AND HOSPITALITY INDUSTRY
• 2025 Predicted to Be the “Year of the Travel Maximizer” – Hilton recently launched its Annual Trends Report, predicting that “travellers will work to have it all in the coming year.” Hilton dubbed 2024 as the “Year of the Great Recharge,” with sleep retreats making headlines, mindful drinking rising in popularity and wellness-themed guest rooms taking off. Travellers surveyed for the report indicated that “as the post-pandemic leisure travel boom normalises, they are looking to pair their desire to relax and recharge with high-impact adventures and experiences to maximise their time and financial investment.” Hilton cites emerging trends ranging from “Go Getaways” and “Hurkle?Durkling” to the “Rise of Frolleagues” and “MeMooners.”
• Learning Journeys Are in Demand – Original Travel has unveiled its latest innovation: family learning journeys that blend exploration with education, riding the wave of demand for child-friendly transformative travel experiences. Dubbed “World Work Experience,” these trips reframe family holidays as an introduction to wider cultural and creative experiences, allowing parents to open their children’s eyes to never-before-imagined life callings. Recent research conducted by the company reveals that 59.1% of children are motivated to visit destinations they learn about in school, and 91.3% expressed a desire to pursue a hobby or interest while on vacation – so it’s a win-win for parents and children alike.
• Neurodiverse Travel Is Gaining Recognition – In 2019, Mesa, Arizona, became the first Autism-Certified city in the world, which means at least 80% of guest- or public-facing staff have received training in autism and sensory disorders. High Point, North Carolina, followed suit in 2021, as did Visalia, California, in 2022. Several other destinations, such as Dubai, are currently working towards certification. Tour operators have also responded to this growing need by tailoring travel options for neurodivergent people. WanderRock opened its doors in 2023 specifically to serve neurodivergent travellers in their 20s and early 30s with hands-on, curated experiences. Earlier this year, MMGY released Portrait of Family Travel™: Autism, ADHD and Neurodiversity, a study examining the unique travel preferences, behaviours and barriers of this audience segment, highlighting the significance of accommodations including low-sensory/quiet areas, clear and transparent information up front, and – perhaps most importantly – a call for greater kindness and patience.
• Social Media Inspires Direct Travel Bookings – A recent report from Skift analysing U.S. travel booking trends highlights a notable shift towards direct bookings, especially during and after the COVID-19 pandemic. Similarly, Skift’s Q1 2024 U.S. Travel Trends survey shows that before the pandemic, bookings through online travel agencies (OTAs) and direct channels (supplier websites or apps) were nearly equal. However, post-pandemic, travellers have shown a clear preference for direct bookings. At the same time, social media platforms are becoming an increasingly influential tool not just for inspiration but also for actual travel bookings. Data shows that 34% of travellers, particularly younger ones, feel very comfortable booking directly through social platforms like Instagram, Facebook and YouTube. Comfort with booking high-priced services, such as flights and hotels, through social media platforms is steadily increasing, reflecting a growing trust in these channels as viable booking options.
UK MEDIA OPPORTUNITIES AND SHIFTS
• Natalie Marsh has been appointed hotels content editor at The Telegraph.
• Dipal Acharya has been appointed entertainment director at Condé Nast Traveller.
• The London Evening Standard phased out its daily print editions to move to weekly editions under a new title, The London Standard. Its ES Magazine supplement has ceased as part of this move.
• In September, Hearst announced 90 layoffs – however, the titles and job roles this applies to have not yet been announced.
• Sherri Andrew has been promoted to lifestyle and travel editor at SheerLuxe.
• Charlotte Hogarth-Jones has been promoted to executive editor at BOAT International.
U.S. MEDIA OPPORTUNITIES AND SHIFTS
• William O’Connor, aviation editor for Travel & Leisure, launched a newsletter titled “Getting Around.” Subscribe on Substack and consider pitching your destination.
• Business Insider named Jamie Heller as its new editor in chief. Heller was previously the business editor at The Wall Street Journal.
• Amy Alipio has left National Geographic Traveler.
• Chris Christensen has been appointed editor of Hotel Scoop. Chris is also the creator of AmateurTraveler.com.
• Check out this list of the top travel podcasts, plus these bonus podcast recommendations.
