D/R DOWNLOAD 10.10
What’s Trending
01/ On Google
“Air travel delays” trended +550% as U.S. airports faced mounting disruptions from air traffic controller staffing shortages tied to the federal government shutdown, leading to slower takeoffs and cascading flight delays.
02/ With Media
This week, media were interested in the best destinations for Halloween season travel, Black Friday & Cyber Monday deals, top cruise trends of 2026, design-centric boutique hotels, luxe hotels for a winter getaway, and more.
03/ In the Zeitgeist
Instagram launched Rings, its first creator awards program honoring 25 standout users with custom gold rings, both physical and digital, and exclusive in-app features. Judges, including filmmaker Spike Lee, fashion designer Marc Jacobs, and head of Instagram Adam Mosseri, will recognize creators driving culture and creativity across the platform.
Industry Insights
Adults are trading happy hour for “field days,” embracing sack races, tug-of-war, and water balloon tosses for nostalgic, screen-free fun. These playful gatherings – complete with teams, trophies, and the occasional referee – are redefining how grown-ups socialize.
“Cowboycations” are taking over travel, as the Western aesthetic rides high across fashion and pop culture. Luxury ranches are offering city dwellers a taste of cowboy life, pairing horseback rides and campfires with spa treatments and chef-led cookouts for travelers seeking simplicity, space, and a little grit with their glam.
2026 has been officially declared the International Year of the Female Farmer by the United Nations’ Food and Agriculture Organization, spotlighting female changemakers shaping the future of farming and food production.
Luxury travel is surging as spending shifts from goods to experiences, with hospitality projected to top $390B by 2028. But experts warn the growth could stall if brands overexpand or lose exclusivity, urging a focus on restraint and personalized service.
Hilton’s 2026 Trends Report highlights the rise of the “whycation,” where travelers choose trips with purpose over place, seeking rest, reconnection, and meaning. Key themes include “Hushpitality” (a craving for quiet), “Inheritourism” (travel traditions passed through generations), and a renewed U.S. road trip revival ahead of the nation’s 250th anniversary.
According to a Yext survey, only 11% of U.S. consumers trust their first search result. AI search use is up 73% this year, with nearly half using it daily, but most still turn to Google for sensitive topics and social media for reviews.
Some U.S. national parks are staying open during the government shutdown using state funds and donations. Tennessee is covering $61K a day to keep the Great Smoky Mountains running and Utah is funding its five parks. Others, like White Sands, remain closed.
Hilton debuted Outset Collection, its 25th brand and latest entry into the lifestyle space, featuring independent boutique hotels that reflect their local surroundings. Launching this November with properties in Moab, Utah, and Chicago, the collection blends Hilton Honors perks with design-forward stays ranging from mountain lodges to city retreats.
“Buy Now, Pay Later” services like Klarna and Affirm are making it easy for shoppers to split payments on everything from travel to takeout, but many are finding themselves deep in debt. With little regulation and growing confusion over fees, users are facing financial strain as FICO begins counting BNPL loans toward credit scores this fall.
United Airlines partnered with Instacart to offer free grocery delivery for MileagePlus members on domestic trips. Travelers can link accounts to get seven days of free Instacart delivery before, during, or after flights and earn bonus miles for placing orders or subscribing to Instacart+.
Flight delays spread at Newark, Denver, and Burbank airports as the government shutdown leaves air traffic control short-staffed. The FAA says more controllers are calling out sick after going unpaid.
Iceland’s Play Airlines shuts down, canceling all flights after steep losses and route cuts. It’s the latest low-cost carrier to collapse, following Spirit’s second bankruptcy and Silver Airways’ closure, raising new questions about the future of budget airlines.
The Good
Pop-Tarts’ “edible mascot” stunt lives on. The brand’s sacrificial Pop-Tart, which made headlines after being toasted and eaten at the Pop-Tarts Bowl, has become a case study in absurd marketing done right. As consumers crave joy and levity, brands from Nutter Butter to Burberry are leaning into “purposeful weirdness” — blending humor, chaos, and creativity to drive real engagement.
Sweden’s new campaign, “The Swedish Prescription,” playfully suggests visiting the country can be prescribed by doctors for better wellbeing, highlighting nature, sauna plunges, and fika as stress relievers. Blending satire with science, it taps into the growing wellness travel trend by promoting Sweden as a natural therapy for modern life.
