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What’s Trending
01/ On Google
“Tours by locals” trended +110% this week, highlighting how travelers are seeking authentic, personable experiences.
02/ With Media
This week, media were interested in adventurous destination attractions, commentary from experts on all-inclusive resort trips, coolcation destinations for 2026, where to experience fall in New England, and more.
Pay-to-play opportunities in PR are becoming more frequent, expanding beyond advertorials to include bylined articles, speaking slots, podcasts, and beyond. While often seen as a necessary evil, experts stress they should be vetted carefully, used sparingly, and only when they genuinely serve client needs.
Generative AI is transforming discovery and trust and empowering Generative Engine Optimization (GEO), optimizing content for AI answers instead of search rankings. Brands must invest in PR, create AI-readable content, and build new roles to manage credibility across both human and machine audiences.
03/ In the Zeitgeist
Millennial-favorite brands like Midea, Glossier, and Warby Parker are losing their popularity as recalls, bankruptcies, and shifting tastes expose the limits of pastel packaging and purpose-driven hype.
Industry Insights
Luxury travel is meeting a new, more meaningful approach with “challenge travel,” where adventure and personal growth take center stage over pampering,
Tourists are increasingly choosing “coolcations” over Europe’s traditional summer hotspots as extreme heatwaves and wildfires disrupt travel. This shift may ease overtourism in certain destinations such as the Mediterranean, but raises economic concerns for countries reliant on peak-summer visitors.
Tennis is driving a boom in sports tourism, drawing travelers to Grand Slams, resort clinics, and hotel collaborations that combine play, culture, and luxury.
Southwest Airlines is weighing long-haul international expansion beyond its current Caribbean routes, marking a major shift from its low-cost roots. Already adding baggage fees, red-eyes, and premium seating, the airline is evolving to compete more directly with legacy carriers.
Air Canada and its flight attendants’ union reached a tentative deal after a four-day strike that stranded thousands, with flights gradually resuming Tuesday evening and full service expected within a week. The agreement, which still requires ratification, addresses key disputes over pay and “unpaid work,” with the union declaring that practice “over.”
TSA is testing facial recognition e-gates with Clear, letting Clear+ members skip manual ID checks and head straight to screening. Already live in Atlanta, the program will expand to D.C. and Seattle this month, with plans to reach all 59 Clear airports before the 2026 travel surge.
The new $250 “visa integrity fee” could slam U.S. tourism with nearly $11 billion in losses over three years, scaring off international visitors and gutting local economies. While tourism leaders sound the alarm, the Congressional Budget Office projects the fee will bring in around $2.7 billion per year.
