By 2034, global travel is projected to become a $16 trillion industry, outpacing overall GDP growth and reinforcing its position as a top consumer priority. According to Booking.com’s Global AI Sentiment Report, the world’s five largest travel markets – the U.S., the UK, Germany, China and India – already account for 34% of global travel spend. By 2040, that share is expected to rise to 42%, fuelled both by the growing middle class and travellers’ increasing willingness to prioritise experiences over goods.
Another force shaping this momentum is artificial intelligence. Described as the most transformative shift in travel since the internet, AI is quickly becoming integral to how consumers plan and experience their journeys, with 91% of global travellers stating they are excited about AI and 89% eager to use it in trip planning. Already, 24% of respondents trust AI assistants more than travel bloggers (19%) or social media influencers (14%).
Despite that enthusiasm, trust remains a hurdle. Only 6% of travellers say they fully trust AI today, and just 12% are comfortable letting the technology make decisions on their behalf. Still, agentic AI – where systems automatically rebook flights, adjust itineraries or resolve disruptions without human intervention – is expected to rise rapidly. For brands, the message is clear: Preparing for this next stage means optimising internal systems, investing in AI capabilities and ensuring seamless back-end operations.
Looking forward, travel demand will accelerate as AI adoption grows, with the next decade not only seeing more people travelling but redefining how those journeys are planned, booked and experienced.
Below is a snapshot of other travel and hospitality trends our global PR teams have gathered from recent media feedback, industry events and reporting.
TRENDS IMPACTING THE TRAVEL AND HOSPITALITY INDUSTRY
• The Rise of Downsizing: With Ozempic and other GLP-1s reshaping dining habits, restaurants from London to NYC are rolling out “mini meals,” bite-size menus and even “snaquiris” to meet the moment. At the same time, according to a recent Galluppoll, U.S. drinking has dropped to a record low – with only 54% of adults now drinking and many believing that even moderate alcohol consumption is bad for health, causing restaurants and bars to reshape their drink offerings.
• Gen Z Taking Over Shoulder Season Travel:According to Airbnb, Gen Z traveller searches are up 26% for this autumn, with young travellers taking out their passports for longer international escapes compared to Millennials. This surge is likely fuelled by more affordable travel prices during the shoulder season, making international journeys more approachable for younger travellers.
• “Find Dining,” The New Fine Dining: According to a recent Parade trend report, the latest culinary craze isn’t about booking the most coveted table – it’s about sourcing your own meal. This “find dining” movement, born from the wild food trend, emphasises the hunt, dive, forage or catch as much as the final dish. The appeal is growing fast, with reportsshowing the global urban foraging market valued at $500 million in 2025, and projections for it to reach $1.5 billion by 2033.
• Regenerative Agritourism, the New Soil-Based Escape: According to Vogue’s latest travel dispatch, the trending wellness getaway is about embedding yourself in the land that sustains you, not about booking the swankiest spa. Welcome to regenerative agritourism, where farm stays morph into immersive sanctuaries of soil, seasons and subtle luxury. The market is sprouting fast. Farm hospitality is growing 12% annually and is projected to blossom into a $14.5 billion industry by 2029, against the backdrop of the broader $1.35 trillion wellness tourism surge by 2028.
• The Bleisure Boom Continues: According to MMGY’s 2025 Portrait of American and Canadian International Travelers™, the blending of business and leisure travel has become standard practice, with 88% of Americans and 78% of Canadians now extending business trips for leisure purposes. Destinations, hotels and tour operators that provide seamless work-and-play experiences are well positioned to capture this hybrid travel trend.
• Heritage Travel – the New Story-Driven Journey: Forget flashy resorts – the next big travel wave is about stepping into America’s layered legends. As the U.S. prepares for its 250th anniversary in 2026, destinations across the country are crafting heritage-rich itineraries that immerse visitors from all over the world in cultural storytelling and historic resonance. Brand USA’s partnership with America250 is amplifying the milestone globally, curating journeys that spotlight both iconic landmarks and untold local histories. The timing is ideal, as Brand USAreports the heritage tourism sector, valued at $604 billion in 2024, is projected to grow at a 4.5% CAGR through 2030 – with U.S. growth at 4.2% annually – a clear sign of travellers’ enduring appetite for history-infused experiences.
UK MEDIA OPPORTUNITIES AND SHIFTS
• Sarah Marshall, former travel editor at PA Media, has left her position and will be freelancing full time.
• Luxury lifestyle publication Lusso Magazine is relaunching in Q4 2025, with features covering excellence in travel, cars, watches, food and design.
• Refinery29will be closing its UK operations this year, with former senior writer Venus Wong moving to full-time freelancing and covering more travel content going forward.
• Former Robb Reporteditor-in-chief Paul Croughton has been appointed the new editor in chief at Elite Traveler, replacing Alex Martin.
• The entertainment and lifestyle brand 1883 Magazineis back with its “renaissance issue” after a five-year hiatus.
GERMAN-SPEAKING MARKETS’ MEDIA OPPORTUNITIES AND SHIFTS
• German family lifestyle publisher LUNA Media has ceased publication of its two print magazines, Luna and Luna mum, with the final issues released in late August 2025. Known for their focus on fashion, parenting and family-oriented upscale lifestyle content, the magazines were recognised for combining trend-driven aesthetics with practical advice for modern parents. Despite their loyal readership, changing market dynamics and declining print revenues prompted the decision. The publisher has announced plans to concentrate resources on its digital presence, particularly de.
• German lifestyle publishing house Globalhas launched Royal Rebel, a new high-end lifestyle magazine targeting a young, international audience that experiences luxury on its own terms. Similar in editorial quality and aesthetic to the renowned luxury lifestyle magazine Materialist, Royal Rebel covers fashion, cars, yachting, watches, jet-set lifestyles and investment, combining bold, elegant and provocative content. Produced with premium printing finishes, textured papers and special formats, each issue is designed as a collectible coffee-table statement. With a readership of affluent, urban, mobile and influential early adopters, Royal Rebel will provide a high-impact platform for brands seeking to engage the next generation of luxury consumers.
• German regional publisher Wochenkurier Lokalverlagwill discontinue its weekly title WochenKurier, with the last edition published at the end of September. Distributed as a free advertising paper in Saxony and the surrounding areas, WochenKurier served local communities for over 30 years with regional news, cultural coverage and classifieds. The closure follows ongoing structural changes in the local media market, where declining advertising revenues and rising distribution costs have created mounting challenges. The publisher emphasised plans to focus on strengthening its core regional news offerings through digital platforms such as alles-lausitz.de.
• German news channel n-tvwill launch a new talk show hosted by journalist Pinar Atalay in October. Airing during prime time on Mondays, the biweekly 40-minute format promises “bold conversations, high-profile guests and in-depth topics” without commercial interruptions. Having previously anchored leading news TV formats such as RTL Direkt and reported for Tagesthemen, Atalay brings extensive journalistic experience and credibility. The new talk show provides n-tv with a premium platform to engage viewers seeking substantive news and analysis, while differentiating itself from conventional commercial-driven programming.
• German sports streaming service Dyn has launched a free-to-air channel, Dyn Sport Mix, available on Prime Video, Zattoo, Joyn and Pluto TV, with satellite broadcast via Astra planned. The channel offers magazines, highlights and live sports from handball, basketball, volleyball, table tennis and hockey, expanding Dyn’s reach beyond its paid subscribers. Dyn Sport Mix aims to attract new viewers and advertisers by combining high-quality live content with innovative ad formats, providing a platform for brands seeking authentic engagement with sports fans.
BENELUX MARKETS’ MEDIA OPPORTUNITIES AND SHIFTS
• To sharpen editorial focus and reinforce quality content, Mediahuishas launched “signature journalism weeks” across its newsrooms. The concept was designed to dedicate blocks of time to identify which content truly resonates (rather than volume) and reorganise around storytelling that can be monetised with its audiences.
• Luxembourg publisher Maison Moderne has rebranded to Paperjam S.A. and has refreshed its visual identity.
U.S. MEDIA OPPORTUNITIES AND SHIFTS
• LATTE Luxury News, a leading luxury trade publication out of Australia, has officially expanded to the U.S. and hired Matt Turner as its editor.
• TikTok has introduced TikTok Go, a new affiliate program that lets creators tag hotels in their posts and earn commission on direct bookings.
• Tim Chester has left his position as deputy editor at AFAR and is now transitioning into a freelance role focused on travel, sustainability and culture.
• Eater New Yorkhas launched its own newsletter on Substack, showcasing the latest and greatest from the publication.
• According to Deadline, Lifetime cut the majority of its unscripted team in August, including vice president of programming and development.
• AFAR has acquired UK’s SUITCASE Magazine, expanding its global footprint.
• National Geographicsenior editor Rose Minutaglio is heading a new food section for the publication.
• Northstar Travel Group, a leading global media, events and information services company that focuses exclusively on travel and is the publisher of Travel Weekly, TravelPulse, TravelAge West, Business Travel News, Meetings & Conventions, Successful Meetings and Phocuswright, among others, has been acquired by JTB Corp., one of Japan’s leading travel solutions providers. Northstar will operate as a wholly owned, independent subsidiary of JTB and will continue to be led by its existing management team.
• Classic Vacationshas signed an agreement to be acquired by TBO, a publicly traded global B2B travel technology company based in India.
