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What’s Trending
01/ On Google
“Budget travel tips” rose +130% this week as travelers are looking for more affordable ways to travel.
02/ With Media
This week, the media were interested in travel experiences in Asia, river cruising, The Odyssey-inspired travel destinations, adaptive reuse hotels, luxury train travel, underrated luxury islands, and more.
Travel + Leisure started a Substack titled The Fast Track, where editors share real-time, behind-the-scenes travel reporting in whatever format best tells the story: writing, photography, video, and more.
03/ In the Zeitgeist
Christopher Nolan’s The Odyssey is already shaping up to be a blockbuster, with early projections putting the epic on pace for one of the biggest opening weekends of the year.
The nationwide Cyclospora outbreak has Americans thinking twice about what’s on their plate, as experts warn the parasite can cling to fresh produce and isn’t easily rinsed away.
More than 800 wildfires are burning across Canada, sending hazardous smoke into parts of the U.S., prompting air quality alerts and forcing evacuations in affected Canadian communities.
Industry Insights
Europe is preparing to roll out the European Travel Information and Authorization System (ETIAS) in 2027. The new pre-arrival screening process applies to 30 participating countries, including France, Italy, and Spain, and is expected to improve border security while creating a more efficient entry process for travelers.
Later this year, United Airlines will introduce a new Economy Plus upgrade that allows passengers to replace the middle seat with a shared table. The option will debut on the airline’s new Airbus A321XLR, with pricing yet to be announced.
Norway’s spirited World Cup run is inspiring fans to explore the country’s rich culinary history, inspiring a surge in searches for Norwegian cuisine like brunost, the country’s sweet brown cheese.
On Location, the official hospitality provider for the LA28 Olympic Games, has unveiled a new round of ticket-inclusive hospitality packages featuring premium seating, exclusive lounges, and elevated food and beverage experiences across several Olympic events.
Despite expectations that the FIFA World Cup would drive a surge in international tourism, the U.S. has yet to see the anticipated economic boost, with international arrivals in June remaining largely flat compared to 2025.
As “grandma-core dining” emerges as one of 2026’s buzziest food trends, Vienna’s Vollpension café offers a fitting example of the movement with embroidered décor, vintage photographs and nostalgic knickknacks.
According to Embark Beyond's latest luxury travel trend report, travelers are placing greater value on connection than experiences alone, fueling demand for celebration travel, affinity group trips, and itineraries built around shared interests rather than specific destinations.
Search Engine Journal reports that the rise of AI-powered search is reshaping content strategy, with publishers placing greater emphasis on original reporting, expert perspectives, and building loyal audiences rather than relying solely on evergreen, SEO-driven content.
The Good
Luggage brand BÉIS is embracing social listening in a new way, using TikTok criticism to guide updates to bestselling products like the Weekender bag. The approach reflects a growing trend of brands incorporating creator and customer feedback directly into product development.
