10 Travel Media Trends Shaping 2025

The first half of the decade has been an odd one for the travel industry – and for travel PR. It’s been a mix of uncertainty, reinvigoration, harsh realities, new technologies, and changing consumer desires.

Amid shifting consumer preferences and rapid technological advancements, travel media and PR are evolving to meet the demands of the moment.

In 2025, different content formats will continue to develop and find new audiences. Accessibility will (finally) become a priority. And emerging technologies will simplify and make travel more transparent.

It’s up to travel brands to adapt if they want to stay relevant – and we’re here to help.

During our Media Roadshow, where we met with 130+ media across the UK, we explored the top travel media trends set to define the industry in 2025. Now, we’re offering our insights to you – so you can guide your travel brand and create strategies that align with these changes.

Let’s get started…

While the concept of newness remains a priority for compelling stories, media outlets are increasingly broadening their definitions of “what’s new” – from spotlighting lesser-known destinations, to exploring data-driven narratives, the next wave of travel stories are set to look beyond traditional angles.

Travel publications are drawing from popular culture, with destinations from popular TV and streaming series growing in demand. And they’re tending to weave in the personal narratives and perspectives of travel writers – their opinions matter to audiences.

For brands, adopting a fresh approach to storytelling can drive engagement across a wider readership.

Actions for 2025

● Investigate pop culture influences
● Explore and highlight lesser-known destinations
● Create data-driven stories
● Tie in personal stories and experiences, for authentic storytelling

In a world where consumer media habits span multiple channels, an adaptable, multi-platform content strategy is essential.

Short-form video (TikTok, YouTube Shorts, Reels etc.) and podcasts continue to gain traction and reach – but it’s long-form formats like blogs and video reviews that are most influential for decision-making; and that’s the important bit for travel brands.

Travel brands need a robust content plan that works across platforms – to meet audiences wherever they consume content. Thankfully, long-form content is easy to repurpose for multiple platforms, and a one-time investment can lead to cross-platform gains.

For example, a single podcast episode, shot on camera and transcribed, can provide a whole series of content. Reels, blog posts, social posts – and of course, it can be hosted on all popular video and podcasting platforms.

Actions for 2025

● Be where your audiences are – but don’t forget the basics
● Develop a cross-platform strategy and content plan
● Invest in repurposable long-form content
● Track which platforms perform best, and double down on them

Leading on from the last point – brands are starting to lean back into long-form and owned content more generally. Platforms like YouTube and Substack offer creators the space to deliver in-depth insights, while blogs and email subscriptions are giving brands more control over their owned media.

Long-form content helps convey the richness of destinations and experiences, with rounded, thorough trip reviews and more immersive stories. Freelance journalists are increasingly producing their own content on personal channels, and brands can benefit from this by supporting trusted freelancers with press trips and resources – even before a formal commission.

Actions for 2025

● Use your own platforms for content distribution – blog, website, emails etc.

The boundary between commercial and editorial content is becoming less defined. Outlets like Roadbook and The Times are monetising content, testing out features like hotel booking hubs and digital travel agencies respectively.

As media companies explore this blended model, brands should push for transparency in their PR budgets; outlets are increasingly open to sponsored content or collaborative partnerships. Media meetings now often include commercial and editorial stakeholders, so brands should be prepared to navigate both worlds for optimised reach.

Actions for 2025

● Sponsored content can work in the right context
● Outlets may favour brands with budget – take this into account, and be upfront

Accessibility in travel is now (finally) front and centre, with industry events and publications placing a spotlight on inclusivity.

Brands can no longer ignore accessibility; instead, they must embrace and openly communicate their efforts to make travel experiences accessible to all.

Highlighting accessible facilities and making tangible changes to improve inclusivity will set brands apart – and don’t forget to review your website and digital assets for compatibility screen readers and different input devices.

Inclusivity means everyone gets a turn; be mindful of how your brand represents that ideal.

Actions for 2025

● Don’t ignore accessibility – highlight whatever good you can do
● Prioritise inclusive spaces, and develop a strategy to improve accessibility
● Are your digital assets accessible? Think about users with different needs

Journalists are agreeing to longer lead times and prioritising quality press trips, with most media at the Roadshow already planning trips for summer 2025 and some planning a year (or more!) in advance. Overall, the result is fewer, but longer and richer trips.

This shift should encourage brands to focus on creating meaningful experiences instead of box-ticking. By collaborating with complementary brands to offer multi-destination trips, travel brands can add value – especially as journalists increasingly seek out flight-free trips.

Actions for 2025

● Plan and organise press trips well in advance and be flexible when it comes to budgets for not just flights but train and bus tickets too. Also be mindful of the duration of media trips and activities included.
● Use long lead times to create personal, meaningful experiences for journalists
● Partner with other destinations and brands on multi-destination trips

The era of the “fly and flop” vacation is fading. Consumers want more immersive and active experiences – and less of the lounging. Readers want to understand the unique offerings of a destination, not just the hotel. This has made hotel-only reviews less compelling to editors, who are increasingly looking for all-encompassing experiences that include local attractions, local people and adventure elements. There’s also a growing demand for transparent, all-inclusive trips, particularly amid economic concerns, but aspirational experiences still hold influence; The Sun is moving away from hotel price caps, and SheerLuxe has raised theirs.

Actions for 2025

● Focus on the whole destination, not just your hotel
● OR if you are a destination, delve deeper into showcasing local experiences, unknown regions, and authentic cultural highlights that go beyond the usual tourist spots.
● Include adventure and immersive experience elements
● Be transparent on pricing, but don’t shy away from being high-end

More publications are expanding their readership across regions, particularly across the UK and US.

While this allows for a broader audience, it also requires tailored content to reflect each market. US readers have different needs to those in the UK – and we’re not just talking about writing in American versus British English!

Brands must consider regional distinctions in travel interests and media consumption habits, to craft messages that resonate with each segment.

It’s essential to remember that each market operates differently in terms of how publication teams function and accept stories.

Actions for 2025

● Develop a cross-market strategy
● Conform to localised content preferences and habits
● Be mindful of pitching to market teams

The TV industry is undergoing changes, with delays in show commissioning and a continued shift toward streaming. Advertising is becoming increasingly more challenging – because subscription models are now the norm.

As viewing habits evolve, brands need to foster strong relationships with production companies and explore potential collaborations beyond traditional in-home advertising. Building connections with key players in the TV and streaming industry can help brands secure valuable exposure on major platforms, as traditional channels face new challenges.

Actions for 2025

● Identify production companies producing content and programmes that are in line with your target audience's preferences.
● Create a helpful document that you can share with production companies that highlights your brand and what you can offer from a filming point of view.
● Attend industry events to network directly with creators.

Climate change is altering traditional travel seasons, with unpredictable weather patterns impacting popular destinations and creating new dynamics in media coverage. Publications are increasingly highlighting these shifts that are blurring seasonal boundaries, impacting booking habits and boosting the trend of “cool-cationing” – travelling during off-peak times to avoid overtourism and heat waves.

Properties catering to family travel may want to explore flexible dates to maintain occupancy, especially as climate-related shifts affect seasonal tourism habits. And next year’s late Easter will alter the family ski season – pushing families towards alternative destinations due to reduced snow.

Staying adaptable to these changes can help brands stay relevant and meet consumer demand.

Actions for 2025

● Explore alternative dates for media trips to maintain occupancy
● Out-of-season is becoming a new opportunity, packages and offers can be ideal to promote these seasons. Focus on content around these times of year that highlights the advantages of travelling at this time.
● Prepare for next 2025’s late Easter, and consider how this shifts demand in summer

As the travel media landscape continues to evolve, staying ahead requires more than just trend awareness—it demands proactive engagement. Building and nurturing strong relationships with media professionals is no longer optional; it’s a necessity. Face-to-face interactions, like those offered during our Media Roadshows, are invaluable for forging these connections and finding the right people to tell your stories. These personal interactions create opportunities to understand media needs, pitch tailored ideas, and establish your brand as a trusted partner.

Looking ahead to 2025, consider joining our Spring Media Roadshow, where your brand will be pitched to key media contacts in person. It’s the perfect platform to showcase your offerings and align with emerging trends.

Let’s get started—reach out today to discuss how we can elevate your 2025 media strategy.