We’re currently at the intersection of postsummer reflection and preholiday planning where intention, seasonal shifts and emotional recalibration drive travel behaviour. Consumers are reassessing their wellness routines, prepping for winter and seeking meaning as the year winds down.
Autumn isn’t just about changing leaves. It’s about changing mindsets. Consumers are:
- Craving emotional clarity
- Responding to climate-driven urgency
- Planning their final “big moves” before the holidays
Below is a snapshot of other travel and hospitality trends our global PR teams have gathered from recent studies, media feedback and industry events.
TRENDS IMPACTING THE TRAVEL AND HOSPITALITY INDUSTRY
• AI-Personalised Holidays: October is a prime month for self-reflection and emotional reset. Conversation about mental well-being spikes surrounding World Mental Health Day (October 10). Travellers are seeking emotionally enriching getaways, and AI tools that recommend trips based on how people want to feel – calm, curious, connected – are gaining popularity. Globetrender reports a 61% increase in travellers across generations using AI-powered travel platforms to plan trips compared to 2024. AI that meets emotional needs is becoming highly relevant, and brands are experimenting with “mood-based destination matchmakers” to help boost Q4 planning.
• “Coolcations” and Climate Seasonality Replacing Calendar Seasonality: Climate data for travel planning is becoming especially crucial in autumn, as weather shifts have become unpredictable, particularly in the Northern Hemisphere. October is now considered peak “shoulder season.”
Due to increasingly hot summers in southern Europe, travellers are starting to consider holidaying in cooler, more northern destinations – a phenomenon referred to as the “coolcation,” with Forbes reporting a surge in the trend. Regions like Scandinavia and countries such as Scotland and Norway are gaining attention among those who travel independently and do not book through traditional tour operators. October is now the new “sweet spot” for warm, dry coastal destination travel (e.g., Portugal and Croatia), and other destinations with reliable October weather are marketing themselves as climate-stable retreats amid global weather anxiety.
• The Rise of Psychedelic Retreats: According to a Global Industry Analysts report published in The Observer, the retreat industry is projected to reach $1.2 trillion next year. October marks peak season for introspective retreats, timed to the end of festival season, harvest cycles (especially in Latin America) and the lead-up to Halloween/Samhain/Day of the Dead, when themes of transformation, death/rebirth and spirituality are top of mind.
Interest spikes in ayahuasca and psilocybin retreats during this time of the year, offering profound experiences to help guests achieve personal goals and transformation before year-end. Travellers are in “release and reset” mode, seeking depth, not just downtime.
• The Rise of the Ed-Venture Economy: With traditional schools back in session, remote learners and homeschool families who are seeking global classroom experiences are taking advantage of off-peak pricing. October is the month when learning-based travel accelerates. The Times reports that world-schooling communities are increasing across the globe, with families combining homeschooling with travel to offer culturally immersive and real-world experiences away from the classroom. To meet the demand, many international destinations have launched “school abroad” seasonal programmes.
• Nature, Culinary Experiences and Indie Travel Drive 2026 Holidays: Early predictions point to a continued shift towards authentic, flexible and experience-driven holidays. According to a recent survey by TUI, Europe’s largest tour operator, travellers are increasingly prioritising nature and outdoor experiences over traditional beach holidays, with 35% of respondents citing landscapes and natural beauty as their main reason for travelling.
City-hopping is also gaining momentum, as travellers seek cultural depth and local discovery across multiple destinations. Culinary tourism is emerging as a major motivator, with 46% percent of survey participants spending most of their travel budget on regional food and drinks.
Individual, self-directed travel is also on the rise, with 45% of respondents planning solo trips and embracing slower, more meaningful and immersive experiences.
• Luxury Transformational Travel at Sea: Luxury travellers are increasingly seeking transformative journeys at sea, according to Virtuoso, moving beyond traditional cruising to experiences that resemble small, hotel-like havens on water. Ultra-high-net-worth guests now favour personalised yacht voyages and expedition cruises to remote and exotic destinations such as the Amazon, Seychelles and Western Australia’s Kimberley region. The growing desire for exclusivity, privacy and immersive experiences that combine luxury with adventure signals a new frontier in high-end travel.
UK MEDIA OPPORTUNITIES AND SHIFTS
• Launching this winter, Arrival is a new UK print and online travel, lifestyle, and culture publication focusing on new openings, products and experiences in London and beyond. Antonia Windsor and Antonia Wilson are the editorial directors, alongside Mike Roberts, creative director; JD Murphy, associate editor; and Isabelle Clarke, junior writer.
• SheerLuxe has launched SL Stays, a new go-to resource for trusted hotel reviews and in-depth insights, featuring new hotel openings as well as a carefully curated selection of reviews of the best hotels around the globe.
• Wanderlust magazine will be giving more focus to hotel content in 2026, with recently launched editorial slots including “Wandersleeps,” “Dreamsleeps” and “Travel Heroes.”
• Country & Town Househas reported a shift to digital-first travel content in 2026, with a key focus on travelling with purpose and prioritising sustainability.
• Lauren Taylor, lifestyle editor, will be covering travel content for PA Media alongside Hannah Stephenson, following Sarah Marshall leaving her position as travel editor.
GERMAN-SPEAKING MARKETS’ MEDIA OPPORTUNITIES AND SHIFTS
• Austrian lifestyle publishing house Falstaff, releasing the top gourmet title Falstaffas well as popular sister lifestyle magazines across Germany, Austria and Switzerland, is defying the print decline in the German-speaking markets, reaching 2.4 million readers across the region and expanding internationally. The publishing house’s 360-degree approach – combining print, digital, events, social media and video content – and explicit focus on culinary, wine, travel, design and lifestyle topics drive growth, while AI-driven tools enhance storytelling. Falstaff is projecting to increase its subscriber base from 85,000 to 100,000 and expects a 10% revenue rise to 45 million Euros in 2025, positioning itself as a leading special-interest media brand with a modern, multimedia experience. Aside from the culinary magazine, the glossy travel magazine Falstaff Travel and the mindstyle lifestyle title Falstaff Happy Life belong to the publisher’s portfolio.
• Prisma, the German lifestyle and entertainment magazine originally launched as a TV supplement, is expanding its reach through six new carrier newspapers, reinforcing its position as a top-performing print title. Since July, the weekly has been included with the regional free newspapers, Anzeiger für Harlingerland and Emder Zeitung, with additional partnerships starting next year with the Frankfurter Neue Presse, Lübecker Nachrichten, Offenburger Tageblatt and Walsroder Zeitung. Total circulation will rise to 8.6 million copies, including a record 1.7 million e-papers.
• The Hollywood Reporter is launching THR Germany with Munich-based publishing house Maier Media, bringing the U.S. brand to the German-speaking market. The rollout includes a print edition released for the first time in October, digital platforms, social media, podcasts and exclusive events. THR Germany will combine international prestige with local relevance, presenting Hollywood’s top stories while highlighting German voices. In addition to six print issues, the Maier Media CEO plans a podcast and live events such as “Women in Entertainment” and “THR Creators A-List,” creating platforms for engagement and brand partnerships. The launch continues THR’s global expansion alongside editions in Japan, Rome, India and the Spanish-speaking market.
• Travel publisher MairDumont is becoming the world’s largest cartography publisher. Through its subsidiary Kompass Karten, it is acquiring the cartography division of the traditional Viennese publisher Freytag & Berndt. According to the company, the newly formed entity Kompass Freytag & Berndt will be the world’s largest cartography publisher for both analog and digital map products.
BENELUX MARKETS’ MEDIA OPPORTUNITIES AND SHIFTS
• The Belgium media company Play has changed its name. From now on, it will be known simply as Play rather than GoPlay or Play4, reinforcing one name and place for strong, local content – as the way we consume content has changed. Video has become fluid: everything is watched, on every screen, anytime, anywhere. So recognisability, consistency and findability are crucial. You’ll see it in the way they look, you’ll hear it in the way they sound, and you’ll feel it in the way they talk. Sometimes loud, sometimes subtle, but always unmistakably Play. The new Play stands out. It sticks. And in doing so, it not only conquers more screens but also (even more) hearts and minds.
• The latest results of the CIM Belgian Publishing Survey 2025 show that news consumption in Belgium remains stable. Belgians continue to follow the news en masse, in print, digitally and via video. According to the survey, 4.2 million Belgians read a newspaper every day (print + digital) and 5.4 million Belgians come into contact with a news brand every day (print, website, app or video).
• Mediahuis confirms its leadership with 2.5 million daily news consumers, supported by brands that combine relevance and trust with reach. De Standaard remains the largest quality newspaper, with almost 600,000 daily news consumers. Its high reach among a very upscale audience and its balanced male-female distribution are particularly striking. Nieuwsblad forms the backbone of the broad reach, with 1.5 million daily news consumers. Gazet van Antwerpen reaches 670,000 news consumers daily. Het Belang van Limburg remains number one in Limburg, with almost 500,000 daily news consumers. Billie remains the largest lifestyle newspaper magazine in Flanders.
• After 15 years of silence, Dutch Magazine Avant Garde is back. The once leading fashion magazine is back in print and online, under the leadership of Editor-in-Chief Bastiaan van Schaik. The relaunch, which took place this month, aims to give the magazine a place in today’s changed media landscape. It will be published twice a year in a comprehensive men’s and women’s edition, supplemented by an online platform. Van Schaik, who was previously involved with the magazine, says he wants to bring more sharpness and individuality to a media market that has become “too tame.”
U.S. MEDIA OPPORTUNITIES AND SHIFTS
• Haute Living has unveiled Haute Black Travel, a members-only luxury travel and lifestyle division that combines its two decades of insider relationships with access to the Virtuoso network to deliver exclusive perks, upgrades and curated experiences. At the top tier, the VIP Concierge Membership (offered at a $5,000 founding rate or via $100,000 in annual travel spend) grants priority planning, direct access to codirectors, enhanced amenities and invitations to members-only events.
• The James Beard Foundation, a Wagstaff client, officially opened the submission window for the 2026 James Beard Awardson 1 October 2025, and will accept entries and recommendations through 11:59 p.m. ET on 21 November 2025. These awards aim to honour excellence in culinary arts, hospitality, food and beverage media, and broader food-system leadership, with emphasis on values such as equity, community and sustainability. The awards weekend is slated for 13–15 June 2026 in Chicago, with the Media Awards on 13 June, the Impact Awards on 14 June, and the Restaurant & Chef Awards on 15 June.
• Paramount Skydance has acquired The Free Press, the independent media outlet founded by Bari Weiss, in a deal reportedly worth $150 million, and named Weiss editor in chief of CBS News. Reporting directly to Paramount Skydance CEO David Ellison, Weiss plans to infuse CBS News with The Free Press’ emphasis on independence, honesty and challenging mainstream narratives, while seeking staff input to rebuild public trust. Known for her previous roles at The New York Times and The Wall Street Journal and her outspoken stance against ideological conformity, Weiss’ appointment has drawn mixed reactions, with some praising her outsider perspective and others criticising her lack of traditional newsroom experience. The Free Press will continue to operate as a distinct brand, while CBS News faces the challenge of reversing audience declines and redefining its identity under Weiss’ leadership.
• VIBE is joining forces with Rolling Stone. VIBE will bolster Rolling Stone‘s hip-hop coverage, print special collector’s editions of the magazine and launch a new interview series that spotlights in-depth conversations with key figures ranging from musicians to superstar athletes and fashion icons. Datwon Thomas, VIBE’s longtime editor in chief, is being brought in as strategic advisor to help with the transition.
