#Trending This Week - Townsizing, Where Luxury Travelers Are Headed, Bargain Hunting, Adventure Travel, And The Year Of Sauces And Savory Coffees
Issue 233 • February 11, 2025
Sometimes there are so many shifts in the travel and hospitality industries that it’s like trying to keep up with the departure board at an airport when a big storm is rolling through — nearly impossible! So we’re keeping a check on what’s going on these days and all you need to do is follow along here to learn the latest and greatest. And be sure to pass this on to anyone in your circle whom you think might benefit from knowing what the competition is doing. For starters, we know WHERE LUXURY TRAVELERS ARE HEADING THIS SUMMER and it’s not the same-old destinations you might think. And while luxury travelers may have the big bucks to head abroad, that’s not the case for many travelers who are DOWNSIZING THEIR TRAVEL PLANS to be able to travel at all. This means opting for the car, train, or bus instead of an airline ticket. ADVENTURE TRAVEL CONTINUES TO SOAR as digital nomads and entrepreneurs have the time and money to seek out wild and immersive experiences as a creative reboot. FOOD IS GETTING TURNED ON ITS HEAD this year as we see grab and go gastronomy, savory coffee, plenty of sauces, and much more. And finally we have a new word to add to our travel vocabulary: TOWNSIZING. This describes vacationers who opt for little-known out-of-the-way spots (think Hallmark Channel towns) to get away from it all and immerse themselves in the local culture more deeply. Check it all out in our three-minute read below.
Where Luxury Travelers Are Heading This Summer
Virtuoso has just released its latest report on where luxury travelers are headed this summer. Europe continues to reign, specifically, the UK countryside, Algarve in Portugal, and the Athenian Riviera. Other places to watch this summer include Slovenia, Croatia, Malta, Montenegro, Turkey, and Austria. Read more in Insider Travel Report here.
Travelers Are Hunting For Bargains
Travel demand fell in the second half of last year, when even high-income households spent less on hotel rooms. It’s the latest sign that consumers are making tough choices when they run out of affordable substitutes for everything from airline tickets to eggs. Many consumers are trying to still go on vacation by tweaking their travel plans including driving or taking the train or bus instead of flying, and dropping down a star for a hotel. Read more on NBC News here.
Entrepreneurs/Digital Nomads Love Adventure Travel
Adventure travel has transformed from a niche pursuit into a booming global industry, driven in part by digital nomads and entrepreneurs who are redefining the way we work and explore in pursuit of a creative recharge. These modern adventurers aren’t just seeking scenic getaways — they’re blending professional ambitions with immersive, experience-driven travel. Read more in Forbes here.
Food Trends For 2025
The year 2025 is going to be a banner year for food trends according to the experts. Rebellious consumers are pushing limits with unconventional choices. This will be a “Year of Sauces” as sauces become a national obsession. Savory coffees will be the next wave as chefs are infusing coffee with sunchoke purée and avocado. We’re also going to be seeing grab and go gastronomy, a commitment to warmer hospitality, punchier produce (designer fruits and vegetables), and a greater focus on protein. Read more in The New York Times here.
Have You Heard About “Townsizing?”
It’s the latest travel trend and it’s called “Townsizing”. Travelers are seeking out smaller destinations away from the hustle and bustle of the big city. Going to really small towns is a way for people to disconnect from their everyday reality, better connect with the locals on the ground, and just be in the moment. Read more on MSN.com here.
PR Tip: Releasing Survey Data Is A Great Way To Get Press
Why is this a good tactic? Because it's not a hard sell for a company, it positions the brand as an expert in the field, and it offers up helpful data (MEDIA LOVE DATA) for stories.
See this in action for a placement we made last week on The Today Show for client Upside. They did a survey about Super Bowl Snacking and we were able to secure a mention on The Today Show! This is the second placement for Upside on The Today Show — a previous one was a longer feature segment with an interview with Upside’s resident economist about consumer spending behaviors.
When in doubt, collect and release survey data on a topic that relates to your business and you have a much easier point of entry to the media.