It was another turbulent month for global media as we saw career shuffles, layoffs, strikes and shifts in editorial policies across markets. However, with the summer holiday season coming to an end, the industry can take comfort in a steadiness amongst consumers, as many of the trends predicted at the onset of 2024 remain accurate.
MMGY’s recently launched Portrait of European Travellers™ study – which surveys travellers from France, Germany, Italy, Spain and the UK – reported that travellers plan to spend more in 2024 compared to 2023, with British respondents planning to spend the most and take the most holidays. In fact, British Airways announced it will operate a record number of flights from London to the U.S., Canada and Mexico in summer 2025. During its peak weeks, the airline will offer more than 400 direct flights per week, including to 26 U.S. cities.
MMGY’s Portrait of American Travelers® “Fall Edition” reveals that short-term travel intentions have increased slightly compared to last quarter. Additionally, travel intentions over the next 12 months are higher than those reported this time last year (2023: 73%; 2024: 79%). Travel spending intentions in the next 12 months are also up from this time last year, with 61% of active leisure travellers reporting increasing their travel budgets. Winter holiday travel plans have increased slightly compared to 2023, with 38% of U.S. adults intending to travel for the winter holidays.
The following is a summary of global travel, hospitality trends and industry shifts that our PR teams in the UK, Europe and U.S. have compiled from our network:
TRENDS IMPACTING THE TRAVEL AND HOSPITALITY INDUSTRY
• Multigenerational Holidays Are on the Up and Up: Despite the rising cost of living in many areas, demand for travel remains as high as ever. One way that families are saving money is by taking multigenerational holidays, with adult children increasingly joining their parents for trips abroad. A poll by financial services company Kent Reliance revealed that 2 out of every 5 parents (42%) pay for their adult children to join them on family holidays. In the past three years, 29% of people say they have been on a holiday which includes family members from at least two generations.
• Resorts Are Attracting Young Guests With Unique Animal Experiences: Travel Weekly reports a rise in llama tourism across the U.S., with resorts from Vail to New Hampshire introducing interactive guest experiences in recent years. Similar to the goat yoga trend, interactions with the llamas include active experiences such as hiking. While the “cuteness factor” of these creatures has mass appeal, the llamas also have “utilitarian appeal” thanks to their ability to carry supplies on a hike with ease. This is just one way resorts are continuing to stand out amongst competitors.
• Selfie Tourism Is Having a Negative Impact: Instagram and other social media platforms continue to influence travel behaviors, and UNESCO is warning tourists about the increasing popularity of “selfie tourism.” The organisation says overcrowding at historic landmarks, negative impacts on the natural environment, vandalism and unsafe behaviour are just some of the effects of this trend. (Men’s Journal)
• Destination Dupe Travel Will Continue This Fall: TikTok’s viral ‘destination dupes’ trend shows no signs of slowing this autumn. Travellers are increasingly on the lookout for alternatives to holiday hot spots such as the Maldives and Dubai, instead opting for lesser-known alternatives or destination dupes. According to a recent report by Airbnb, Albania, with its pristine beaches, and Montenegro, with its natural beauty, are top choices for Brits. American travellers are also opting for destination dupes to their popular vacation spots. Travel Weekly recently suggested Malta for Italy, Laos for Thailand, Madrid for Barcelona and Lake Atitlan in Guatemala for Lake Como in Italy, to name a few.
• Travelling for #Sports: We’ve reported on this trend before, and it continues to grow in scale globally. According to recent data from American Express, 67% of Millennial and Gen Z respondents (compared to 58% of all respondents) were interested in travelling for sporting events in 2024. An estimated 11 million tourists visited Paris for the 2024 Olympics, and with other large-scale sporting events taking place in the coming years, such as the Super Bowl in 2025 and the World Cup in 2026, this trend is soaring.
UK MEDIA OPPORTUNITIES AND SHIFTS
• The Evening Standard has announced its new weekly publication, The London Standard, which will launch September 26 and be distributed every Thursday. It will replace the weekly edition of ES Magazine.
• Milo Boyd was promoted to online travel editor at the Daily Mirror.
• Travel journalist Ryan Gray has left The Sun and is joining Culture Trip.
• Nell Whittaker has been promoted from deputy editor to editor at quarterly London-based fashion, arts and culture publication, TANK magazine.
• Bethan Rose Jenkins has been promoted from assistant features editor to deputy features editor at lifestyle magazine Good Housekeeping.
U.S. MEDIA OPPORTUNITIES AND SHIFTS
• The travel industry is mourning the loss of beloved NY1 travel reporter Valarie D’Elia, who New Yorkers will remember for her “Travel with Val” segments.
• This month, The Cut published the news outlet’s first fall fashion print issue in a move that Vox Media chief revenue officer Geoff Schiller says was influenced by “the nostalgia factor” that has captured younger generations. It solidifies “a moment in culture,” reports Adweek. Other publications experiencing a print revival include Saveur, which sold out its first quarterly print issue since the magazine ceased printing in 2021, along with Nylon’s return to print with the April 2024 edition.
• In early September, writers from Vox Media brands The Dodo and Thrillist staged a one-day strike in a plea to be recognised under the Vox Media Union contract.
• Goop announced plans to restructure with a focus on fashion, beauty and food. This move includes layoffs of 18% of the company’s staff as it moves away from categories such as travel and wellness.
• InsideHook shared a new editorial direction for all travel content. City guides are moving away from the listicle format and will prioritise true insider tips, such as news about exclusive dining experiences and over-the-top hotel amenities. Additionally, city guide writers are now required to be based in the city where their guide is focused.
