#Trending This Week - Creating Emotional Connections Through Luxury, Travel Agent Fees, Iced Coffee Buckets, Dirty Sodas, And Monetizing Hotel Spaces
Issue 255 • August 5, 2025
If you sit in your hotel or travel company doing the same thing year after year, it’s time to take stock. The travel and hospitality industry is shifting constantly and to capture your fair share of available travel dollars, you need to keep pace and, more importantly, be the disruptor in your location. Here’s what you need to know in a quick three-minute read.
Luxury Hospitality Is An Emotional Endeavor
There is a movement afoot in the luxury hospitality sector. Where it used to be hotels were valued because of how opulent the lobbies, guest rooms, and public areas were, there’s a new philosophy when it comes to what defines a luxury hotel today and it has nothing to do with marble, crystal, or thread count. Luxury has less and less to do with glitz and glamor and more to do with how you make a guest feel. It’s an emotional connection. Read more on LinkedIn here.
More Than Half Of US Travel Agents Now Charge Fees
Just to take a pulse of what is going on in the travel agent trade industry, a recent report showed that more than half of travel advisors in the US now charge fees, albeit in varying formats. In the hybrid model, which is the most common, advisors collect both a base consultation fee and commissions. Consultation fees involve a one-time charge before planning begins. Project-based fees are a fixed cost per trip segment or event. In the retainer model, a monthly or yearly payment is charged. And subscription or concierge services involve an annual membership and additional perks, which is an emerging trend. Read more in Travel Weekly here.
Iced Coffee…In A Bucket
Yes, believe it or not, it’s a trend: iced coffee in a bucket. If coffee is something your hotel or restaurant prides itself on, this might be something to get a little local buzz going (pun intended). These oversized, Instagram-worthy, and customizable coffee buckets are redefining how people enjoy their favorite iced latte this season. These coffee buckets tap into a movement toward maximalist beverages that emphasize fun and social connection. Read more in Better Homes & Gardens here.
Monetizing Unused Hotel Spaces
Here’s an idea you probably didn’t see coming…monetizing your unused or rarely used hotel spaces (large or small) by turning them into content creation studios. Since you probably already have the audio visual equipment from your on-site a/v company and the furnishings and decor elements from social events, why not pair them up to offer custom tech, lighting, podcasting, and streaming tools for freelancers, influencers and remote workers to rent by the hour or day? Read more about other ways to monetize hotel spaces in Hotels here.
The Dirty Soda Is Bubbling Up
Dirty sodas — a soda "spiked" with cream, flavored syrups, or fruit juices — first began in Utah, but has been slowly spreading across the country. Perfect for those who want to go alcohol and caffeine-free, the Dirty Soda has even gotten the attention of fast-food giant McDonald’s, which is about to start testing dirty sodas and cold brews to liven up its beverage offerings. For those looking to add something new to their beverage menus, this might be an option and can be elevated by your creative bar team. Read more in Food & Wine here.
Take Note!
Always dedicated to helping the travel marketing community out there, you’ll want to know there’s a new travel agent trade publication in the US! LATTE is an Australian luxury leisure travel-focused website and newsletter now making its first international expansion. Matt Turner (formerly of Luxury Travel Advisor), has been named Editor of the soon-to-launch LATTE US, which will cover the global luxury travel industry for the American B2B market: luxury travel advisors, cruise executives, hoteliers, tour operators and DMCS, and everyone in between.
And A Little Humble Brag…
JC Communications is beyond thrilled to announce our client, Fauchon L’Hotel Paris, was just named No. 1 Best Paris City Hotel by Travel+Leisure 2025 World's Best Awards.* We’ve been working with the hotel for close to seven years (it celebrates its seventh birthday on September 1st) and we could not be prouder for it to have finally received the recognition it deserves. Paris’ first gourmet hotel is no longer a best-kept secret!
