As trend season approaches – are they still of value in the travel industry?

I recently attended an event that looked at the top travel trends for 2025, and I couldn’t help but ask myself the question: “Are trends still trendy?”

The things we assessed, like set-jetting and wellness, felt a little, well, overdone.

When I was walking back to the office, however, I realised this wasn’t the case at all. In fact, every trend can have its revival. That’s because it’s not really about the trends themselves, it’s how we approach telling the story about them that matters.

Mega and micro trends

In the world of travel, we see a blend of what we like to call “mega-trends” and “micro-trends”. The former, which includes things such as over-tourism and staycations, have a lasting impact on the industry. They shape traveller behaviour and travel strategies for years.

On the other hand, there are micro-trends.

These, like the expected friction in travel with the introduction of biometrics at borders, are highly relevant for a time, but will become less important as kinks are ironed out. No doubt, it will have an incredible impact on traveller behaviour for a time, but it is more of a moment that will then fade away.

The same can be said for things like revenge travel post pandemic, which has faded away as travel volumes have stabilised.

What this tells me is that it’s the mega-trends that endure. They don’t disappear, they simply evolve. Each trend, regardless of its age, can be revitalised by adding new layers of meaning or context.

The key lies in identifying what’s novel about a trend and articulating that in a compelling way. This will breathe new life into ideas that seemed to have had their moment. Take overtourism for example, is there a way of showing people how these most popular of destinations could be visited in a more sustainable way, such as staying in a neighbouring city and taking a day trip?

Art of the pitch

That brings me to the most important point of the story you are telling. Who are you telling this to? Every journalist has a personal history, with different things that motivate and inspire them. Taking the time to understand these characteristics can be the different between a successful pitch and one that is ignored.

For example, if you’re pitching the concept of gig travel, consider the journalist’s personal passions. If they’re a big Oasis fan, you could highlight how fans plan to travel across borders to attend their concerts, blending travel with a shared cultural experience? Perhaps you could share how a hotelier is helping travellers to recreate an Oasis experience as part of their gig trip, which showcases a refreshing twist on an existing trend, all the while speaking to their personal passions.

Taking a fresh perspective

This also led to an important realisation: even the most established trends can be explored from fresh angles. Take set-jetting for example. While the trend of people visiting sets of TV shows and films is nothing new, there are ways that you can ignite interest. By understanding who your audience will be, and what shows and films they like to watch, you can continue to generate intrigue. Speaking to the passions of the journalist you’re pitching to is vital, but it is just as important to consider the audience they will be writing for.

Enduring relevance of mega-trends

Ultimately, trends are not static, they are dynamic phenomena that reflect ours and others behaviour. By understanding the nuances of trends and recognising their potential for renewal, we can keep the conversation fresh and relevant.

In the travel industry, as in many others, the trick is to remain curious and innovative. By doing so, you can ensure that no trend is ever truly “done”. Instead, they become opportunities for exploration, engagement, and most importantly, storytelling.

So, the next time you encounter a so-called “old” trend, consider how it might be reinvented.

Image: Clem Onojeghuo – Unsplash

Share:

Siobhán Fitzsimons
Account Manager