Global politics, the economy, safety concerns and new travel regulations continue to drive the narrative and impact travel behaviour and decisions in 2025. However, despite softening across the travel industry in Q1, market projections are showing a positive outlook for the months ahead.
While economic concerns are expected to impact the behavior of U.S. travellers, they will still continue to travel, focusing on shorter holidays and leaning into long weekend getaways within driving distance according to MMGY Travel Intelligence. For example, AAA initially forecasted a record-breaking Memorial Day for U.S. domestic travel, and “Friday (May 23) was the third busiest travel day in TSA history,” according to CBS.
In the UK, politics continue to impact travel decisions, with international travel spending to the United States projected to fall by $12.5 billion, or 7% in 2025, according to the World Travel & Tourism Council (WTTC). In addition, tensions are mounting about the growing wave of anti-tourism sentiment in Spain, which is increasingly deterring UK holidaymakers amid a surge in protests and demonstrations against mass tourism as reported by Jet2’s CEO.
The following is a summary of other travel and hospitality trends and industry shifts that our global PR teams have compiled from recent media feedback, industry conferences, articles and webinars:
TRENDS IMPACTING THE TRAVEL AND HOSPITALITY INDUSTRY
• Brand Partnerships Are More Than PR Stunts: Anthropologie is the latest lifestyle brand to dip its toes into hospitality through its partnership with Philadelphia’s Hotel Anna & Bel. “‘The Anna Suite by Anthropologie Home’ is the Philly-based brand’s first foray into hospitality design,” according to Philadelphia magazine. Anthropologie took the partnership a step further by creating The Hotel Anna & Bel Edit, with over 100 shoppable products from the suite available for purchase. The partnership presents as very authentic since both brands call Philadelphia home, and the potential exposure vastly exceeds press coverage thanks to the Edit on Anthropologie’s website, which received over 24 million unique visitors in April.
• Trail Tourism Is Here to Stay: In a recent article, Fodor’s Travel challenged the concept of “trail tourism,” which focuses on attracting visitors to destinations by appealing to different thematic interests. Donut trails, history trails and beer trails are cited in the story as examples of initiatives that tourism boards have created as part of their destination marketing efforts. While a beer trail isn’t groundbreaking, the writer ultimately concludes that trail tourism is effective, especially for destinations that “might have been overlooked.” MMGY has received direct editor feedback that supports this conclusion as U.S. journalists look to cover newer trends such as literary trails and the Route 66 Centennial in 2026.
• Airbnb Offers Travellers Enhanced Experiences and On-Demand Services: Airbnb is taking travel personalisation to the next level as travellers seek immersive experiences and travel ease. In a major app redesign, the platform is introducing Airbnb Services and expanding Airbnb Experiences to let users tailor their trips. With Airbnb Services, guests can now book on-demand offerings – from private chefs and spa treatments to personal trainers and makeup artists – delivered right to their stay. Launching with 10 service types across 260 cities globally, new options will continue to roll out regularly in the app. Airbnb Experiences will launch in 650 cities, allowing locals to host outings to immerse travellers in local culture, including museum visits, cooking classes and outdoor experiences. As Airbnb continues to strive for ultimate hospitality, they believe these new offerings will provide travellers the quality service of a hotel and the comforts of home all rolled together.
• Running Vacations Are the Next Big Travel Trend: Athletic travel is on the rise, with Accor predicting it will be a major trend in 2025, supported by a 50% increase in “workout holiday” searches over the past year. Strava’s 2024 Year In Sport report also revealed a 59% global increase in running club participation. In response, travel companies like Contiki are launching run club trips for 18- to 35-year-olds, featuring guided runs across up to 16 European cities that blend iconic sightseeing with social connection.
• Female Backpackers Driving Solo Travel Trend: Young female backpackers are the fastest-growing group of people driving an increase in solo travel, according to travel company Hostelworld. The share of solo travellers booking hostels grew from 57% in 2021 to 63% in 2024, driven by better chances to connect with fellow travellers and improved safety features like women-only hostel dorms.
UK MEDIA OPPORTUNITIES AND SHIFTS
• Tessa Dunthorne has been promoted from assistant editor and sub-editor to managing editor at monthly lifestyle magazine Country & Town House.
• Olivia Emily has been promoted from online writer to online culture editor at Country & Town House.
• Nigel Thompson will be continuing his role as travel editor at Reach PLC until he departs from the outlet in Autumn 2025.
• Sunday Times Style magazine will be publishing its Summer Holiday Special on July 13 (copy deadline is July 2) and its Art & Design Special on October 12 (copy deadline is October 1)
• The Times Style magazine will be publishing its Summer Food Special on July 12 (copy deadline is July 2), Travel Special on August 30 (copy deadline is August 20) and Interiors Special on October 25 (copy deadline is October 15).
DACH MARKETS MEDIA OPPORTUNITIES AND SHIFTS
• New lifestyle magazine ELA launched in early May, focusing on travel in addition to fashion and beauty, thought-provoking reflections, and the joy of life. The magazine is published twice a year with a circulation of 10,000 copies and is available in Germany, Austria and Switzerland.
• The editorial teams of the renowned weekly national German newspaper Die Zeit and its online counterpart Zeit Online are being merged to jointly manage all journalistic offerings, including the weekly newspaper and the website, as well as audio, video and social media content.
• Digital lifestyle magazine Irma’s World has recently launched a print magazine. The founder of the publication is the well-known illustrator and art director Jasmin Khezri. The magazine offers a curated blend of fashion, travel, beauty and culture, all presented through the lens of Khezri’s alter ego, Irma – a chic, globe-trotting character who embodies timeless elegance and modern femininity. To date, no further information on the circulation or frequency of the print magazine has been released.
• Renowned German publishing house DuMont, which releases the German regional daily newspapers Kölner Stadt-Anzeiger and Express for the Cologne area, has expanded its regional media presence by acquiring a majority stake in the Cologne-based digital event platform Rausgegangen. The platform has more than 360,000 registered users and offers event organizers the ability to promote and sell tickets directly to users. The acquisition allows DuMont to strengthen its content and marketing collaborations with its media outlets, reaching young, digital-savvy audiences while exploring new revenue opportunities.
• The renowned men’s lifestyle magazine GQ is set to launch a new award spotlighting exceptional spa experiences. The award will be presented for the first time in September.
U.S. MEDIA OPPORTUNITIES AND SHIFTS
• Journalist Rachel Cavanaugh is adding new features to JamNet (the Journalist and Media Network) that seamlessly alerts journalists to relevant press trip opportunities.
• The longtime resource HARO (Help a Reporter Out) has returned, offering PR professionals access to pitch requests from media. However, many journalists continue to speak out regarding its quality and recommend additional sources like Press Hook, Pitchcraft and Qwoted. Substack remains a primary source for journalist requests and opportunities.
• Afar, a source for affluent travel advice focused on experiential travel, is highlighting themes such as retirement travel, Route 66 (100th anniversary), America250, Los Angeles Olympics and driveable U.S. destinations with an emphasis on “second cities.”
• Major travel publications such as Condé Nast Traveller and Afar are beginning to call for pitches on Where to Go in 2026.
