This year’s theme for World Tourism Day on 27 September, “Digital Agenda and Artificial Intelligence to Redesign Tourism,” highlights the continued evolution of the travel industry. While technology is transforming how travellers discover, plan and book their holidays, changing consumer priorities are also reshaping what people want from travel.
With the arrival of the autumn travel season, these shifts are becoming particularly apparent. Traditional assumptions around the value of shoulder-season travel are being challenged, while travellers are placing greater emphasis on flexibility, personal interests and experiences that feel meaningful to them. From the continued rise of solo travel and the emergence of the “whycation” to growing interest in story-led “lore-tripping,” travellers are increasingly looking beyond the traditional holiday model and seeking trips that reflect their own priorities, passions and sense of discovery.
Below is a snapshot of the travel and hospitality trends our global PR teams have gathered from recent studies, media feedback and industry events.
Solo Travel Moves Into the Mainstream: Solo travel is evolving beyond its traditional association with young backpackers, appealing to a much broader range of travellers seeking greater freedom, flexibility and more meaningful experiences. Solo bookings among UK travellers increased by 20% between 2023 and 2025, while the global solo travel market is projected to more than double by 2033. Increasingly, travelling alone is not necessarily about being alone; travellers are looking for the freedom to pursue their own interests and travel at their own pace, while still seeking opportunities for cultural immersion, personal growth and connection with local communities and like-minded people. This is creating growing demand for personalised itineraries, small-group experiences, wellness retreats and immersive activities that combine independence with opportunities to connect.
Lore-Tripping and the Search for Stories Beyond the Guidebook: Lore-tripping is gaining traction as travellers increasingly seek destinations with compelling folklore stories, legends, characters and cultural history rather than just checking off famous attractions. The trend is particularly resonating with younger travellers, who are gravitating towards smaller towns and lesser-known destinations with quirky backstories and a strong sense of place. Recent autumn travel coverage has highlighted lore-tripping destinations that feel undiscovered and offer something travellers can uncover for themselves.
The “Whycation” and the Rise of Purposeful Travel: Travellers are increasingly starting with the question of why they want to take a trip rather than simply where they want to go. Hilton’s 2026 research calls this the “whycation,” with travellers seeking holidays centred around a specific motivation, whether that’s rest and reconnection, pursuing a hobby, attending an event, spending time with family or prioritising wellness. The shift reflects a broader move away from simply maximising the number of experiences on a trip towards creating travel that feels personally meaningful and intentional.
UK Media Opportunities and Shifts
- Hannah Keegan has been appointed deputy editor of Stylist, having previously worked as features director for the magazine.
- Anna Evdokimou has been appointed lifestyle editor at APL Media.
- Annie Lewis, previously deputy digital editor at Luxury London, has left for a retail role at The Times.
- Emma Dooney has been promoted to luxury travel editor from luxury travel reporter at TTG Media.
- DoldeMedien has consolidated two of its established camping magazines, combining Reisemobil International and Camping, Cars & Caravans under the new title Reisemobil Caravan. The move reflects a broader trend among specialist publishers to consolidate print brands and editorial resources, creating stronger titles with broader target audiences while streamlining portfolios and production structures.
- Travelnews is expanding from digital into print, with the Swiss travel platform planning its first printed travel supplement for early 2027. The tabloid-format publication will be distributed through six regional newspapers and at the Bern and Zurich travel fairs.
- Axel Springer is ending the printed regional sections of Welt am Sonntag for Hamburg and North Rhine-Westphalia by the end of 2026. Editors and freelancers are reportedly affected in Hamburg, while Springer says regional reporting will remain part of Welt am Sonntag but will no longer be organised through dedicated printed regional books.
- Kölner Stadt-Anzeiger Medien is restructuring its regional editorial operations and reducing full-time positions. Regional content will be produced by regional teams for digital platforms, e-paper and print, and the company plans to use AI and other technologies to automate recurring production processes.
- Research by Mediahuis/Markteffect proves the value of “Generation Prime”: a target group of Dutch consumers aged 50–67 (22% share) with high spending power and significantly higher interest in purchasing goods and services in travel, automotive and fashion. Search engines, brand websites and word of mouth are their key inspiration sources.
- Pepijn Rijvers has been appointed chief business officer (CBO) at Airbnb. Previously, Rijvers held top positions at Booking.com and Tripadvisor.
- Karin de Groot will step down as BumaStemra CEO at the end of the year. She headed the Netherlands’ national copyright organisation for the last year.
- According to TUI General Manager Benelux Arjan Kers, the company is on the verge of redefining its distribution strategy in the Netherlands and Belgium, moving from unlimited to selective distribution, with a strategic focus on value creation and on how distribution partners can support the market leader’s brand and profitability.
- As it prepares to launch its Indian edition, the international luxury lifestyle media brand APX Luxury (formerly BurdaLuxury) has appointed Meghna Sharma as editor of Prestige India. Sharma brings over 16 years of experience in lifestyle and luxury publishing and has previously worked with The Times of India, L’Officiel India, Cosmopolitan India and Harper’s Bazaar.
- Geeta Mohan has been elevated to the position of group editor, foreign affairs at India Today. She will continue to lead the network’s coverage of international relations, diplomacy and geopolitical developments.
- Kunal Pradhan will join HT Media Group on 1 October as acting editor in chief for the Hindustan Times and as editor in chief from mid-November 2026.
- Seasoned editor and journalist Bobby John Varkey has been appointed national resident editor of HT City, Hindustan Times’ flagship entertainment, features and lifestyle offering.
- Stacey Lastoe has joined the Daily Mail as assistant features editor and is no longer freelancing.
- Katie Skrzek, previously vice president and digital director of Trazee Travel, has been appointed digital media manager of Global Traveler Magazine.
- Chris Dong has a new column for Travel + Leisure’s Substack, The Fast Track, where he will cover aviation and loyalty topics.
- Lanae Brody has been appointed senior exclusives reporter for Page Six. She will continue freelancing for outlets including Muscle & Fitness.
