D/R DOWNLOAD 10.9
What’s Trending
01/ On Google
“Holiday travel” rose +150% as travelers look for upcoming winter getaways to participate in festive activities and seasonal fun.
02/ With Media
This week, the media were interested in family-friendly luxury resorts, castle stays, walkable European cities, U.S. Ski destinations, festive mocktails, destinations with folklore, and more.
As more people turn to AI answer engines for information, new Muck Rack research found that 84% of AI citations come from earned media, compared with 13.7% from company websites and social media, signaling what Muck Rack’s Natan Edelsburg called a “renaissance moment for public relations and communications.”
03/ In the Zeitgeist
Following the popularity of Fat Bear Week, Alaska’s Denali National Park introduced “Chunky Puppy Day,” a competition to crown its heaviest sled dog puppy, giving wildlife fans another fun way to engage with the national park. Six-month-old husky Mammoth took the top spot at 77.1 pounds.
Paramount has completed its $81 billion takeover of Warner Bros. Discovery, bringing franchises like Harry Potter and Top Gun, streaming services HBO Max and Paramount+, and news networks CNN and CBS under one entertainment giant, now called Skydance.
Industry Insights
Skyscanner’s Travel Trends 2027 report finds that travelers are redefining what it means to spend well, choosing trips that offer lasting value over material purchases. Based on Skyscanner search data and a survey of 2,000 travelers, it breaks down seven trends shaping 2027,unplugging from screens, planning group trips around major celebrations, choosing destinations where the dollar goes further and maintaining fitness routines on vacation.
Hotels are adding more two-bedroom suites as multigenerational families and groups of friends increasingly travel together and want more privacy and space. Properties in destinations such as Milos, Hawaii, and the French Alps are renovating or building these suites, and operators say demand is strong enough that they don’t expect it to fade.
EF Adventures and Backcountry are collaborating and launching brand-new 2027 guided adventure trips that combine outdoor hiking with individualized gear expertise. Travelers can embark on four itineraries spanning the American Southwest, the Dolomites, as well as western Norway and Patagonia.
Reformer pilates is making its way into hotels and resorts around the world, with properties adding dedicated studios, hosting Pilates retreats, and even delivering reformers straight to guest suites as travelers look to maintain their wellness routines while on vacation.
United Airlines is offering frequent fliers on Delta or American to switch airlines and keep their elite perks through a 90-day status match, open until October 15 and tied to United’s new Starlink Wi-Fi partnership.
Mahjong retreats are emerging as one of the fastest-growing niche travel trends, as travelers book getaways everywhere from luxury resorts and historic inns to scenic river cruises, that combine the popular tile game with relaxing accommodations, social activities and opportunities for connecting with fellow travelers.
Microbiome tourism is gaining momentum in the wellness travel industry, with interest in gut-focused treatments increasing 52% as travelers seek vacations centered around personalized nutrition, digestive health and relaxation.
The Good
BÉIS and Rare Beauty are reuniting for a second collaboration, pairing travel essentials with beauty products while supporting the Rare Impact Fund’s work to expand youth access to mental health services and education. BÉIS will make a donation and offer an on site gifting experience featuring the collection at this year’s benefit.
