How to Stay Ahead in a Changing Industry
The first half of the decade has been transformative for the travel industry and its storytellers. Faced with rapid technological advancements, evolving consumer priorities, and a hunger for authenticity, it is clear that travel media trends in 2025 will challenge brands to innovate and engage in fresh ways. For luxury and boutique properties, staying ahead means not only responding to these shifts but also proactively leading the charge. Here are the top five travel media trends 2025 that will define success:
Fresh Perspectives: The New Currency of Travel Stories
The traditional definition of “new” in travel is evolving. While classic hotel launches and renovations still attract attention, media outlets are increasingly seeking untold stories, hidden destinations, and data-driven insights. The personal narratives of travel writers and influencers, paired with pop culture trends, have further broadened the scope of storytelling. As a result, travellers increasingly seek unique, meaningful stories that resonate with their values and interests. As a result, travel media in 2025 will focus on unique, meaningful stories that resonate with consumer values.
What this means for your brand: To stand out, brands must uncover fresh angles—whether by weaving personal anecdotes into campaigns, showcasing unexplored locales, or even tapping into trends from streaming and entertainment.
- Collaborate with influencers and travel writers who can bring fresh perspectives beyond generic reviews
- Leverage pop culture trends by identifying links between your destination and popular TV shows, movies, or music
- Use compelling data and new angles in press releases to attract media attention
Platform Diversity: Be Everywhere That Matters
Today’s audiences consume travel content across multiple platforms, from short-form videos on TikTok and Instagram to in-depth blog reviews and podcasts. The key to travel media success in 2025 is versatility: short-form content is ideal for capturing attention, while long-form content remains the most effective for influencing decision-making, particularly for high-value luxury travellers.
What this means for your brand: Invest in repurposable content strategies that work across platforms. A single podcast, for example, can generate reels, blogs, and social posts, amplifying your reach without multiplying costs.
- Develop a content plan incorporating both short-form (Reels, TikToks) and long-form (blogs, YouTube reviews) content
- Repurpose long-form content: Record behind-the-scenes videos during press trips to use on social media, transcribe interviews into blog posts, or adapt podcasts into reels or quotes for Instagram
- Use analytics to track platform performance and refine your strategy based on audience engagement
Accessibility: The Future of Travel is Inclusive
Inclusivity is no longer optional; it’s an expectation. Travel media and consumers are prioritising accessibility in every sense, making it a crucial component of travel media trends 2025. From physical accessibility in hotels to digital inclusivity on websites, brands must prioritise an inclusive approach to attract a wider audience.
What this means for your brand: highlight accessible facilities, invest in website compatibility, and champion diversity in your storytelling. The more inclusive your offering, the wider your appeal.
- Audit your property’s accessibility: Ensure ramps, lifts, and accessible bathrooms are available
- Update your digital presence, ensuring your website is compatible with screen readers, includes captions on videos, and avoids design elements that hinder usability
- Showcase inclusivity in storytelling by partnering with diverse content creators to broaden your audience appeal
Blurring Boundaries: Editorial Meets Commercial
As time progresses, the distinction between editorial and paid content continues to blur. Media outlets are increasingly integrating storytelling with commercial ventures, such as hotel booking hubs to travel agencies. In travel media trends 2025, PR professionals must navigate commercial partnerships while maintaining authenticity.
What this means for your brand: Be transparent with budgets and open to collaborative opportunities. Sponsored content, when aligned with editorial values, can elevate your reach without compromising authenticity.
- Budget for sponsored content as part of the PR strategy, ensuring transparency with both media and your audience
- Identify outlets that successfully balance editorial integrity with commercial opportunities
- Craft sponsored content that aligns with editorial values, making it both informative and engaging
Immersive Experiences: Goodbye ‘Fly and Flop’
Travellers are seeking connection over convenience. From adventure-packed itineraries to local culture immersion, destinations must offer more than a place to stay. Travellers want to know what makes a destination unique, not just what a hotel offers. In travel media trends 2025, successful brands will shift focus from hotel amenities to the broader destination experience.
What this means for your brand: Shift your focus to the entire destination. Showcase not only your property but also its surroundings, including authentic experiences, local partnerships, and adventures that tell a story travellers can’t resist.
- Expand your storytelling to highlight partnerships with local artisans, tour operators, or cultural institutions
- Create packages that combine luxury stays with immersive experiences, like guided tours, culinary workshops, or adventure activities
- Focus on sustainability by highlighting your brand’s efforts to support local communities and preserve natural environments
The Road Ahead
As travel media trends in 2025 continue to evolve, brands must do more than stay informed. The key to success lies in embracing platform diversity, inclusivity, commercial collaboration, and immersive storytelling. Those who adapt to these shifts will not only capture media attention but also drive deeper engagement with modern travellers.