This summer is all about traveling with intention—and a little flair. We asked some of the top minds in travel marketing and PR to share the one trend they believe will define the season ahead. The result? A curated look at what’s capturing travelers’ imaginations right now, featuring standout destinations, elevated experiences, and a fresh perspective on how hotels and brands are meeting the moment. 

Trend: Go Solo

“One specific trend I have noticed - and keeps coming up - is the idea of creating trips for solo travel. Reported as a trend for 2025 in NY Times, Vice as well as celebrated by notable journalists like Emily Hart (@emilyventures), solo travel really can take different forms. Perhaps one simply enjoys their own company; it brings them the peace they wish and the clarity they seek to enjoy a travel experience. Then there are others who are interested in joining group trips on their own with like-minded travelers to make new friends. Tour operators are curating trips for solo travelers interested in meeting new people and perhaps make new friends along the way. I’m keeping my eye on this trend in wine country, as I think it will only continue to grow and become more relevant as the summer goes on.” -Jennifer Chiesa, Director of Public Relations, Montage Healdsburg

Montage Healdsburg

Trend: Detour Destinations

This summer, "Detour Destinations" are becoming increasingly popular among travelers seeking authentic experiences in lesser-known locales, rather than traditional tourist hotspots. This rising trend reflects visitors swapping LA for the serene beaches of Santa Barbara or choosing a cozy cottage in Hudson Valley, bypassing NYC. These charming locations often offer a more relaxed, off-the-beaten-path feel and a taste of local culture – within a range of travel budgets. IHG Hotels & Resorts has a wide range of accommodations in these laidback destinations for travelers to enjoy.

IHG Hotels & Resorts

“One of the biggest trends we’re seeing this summer is the rise of “detour destinations”—places that offer immersive, luxurious experiences without the crowds of more conventional resort towns. Alpine Falls Ranch in Superior, Montana is a prime example. Located just outside Missoula, one of Montana’s most popular travel hubs, Alpine Falls Ranch offers a luxurious, off-the-grid escape that still feels accessible. Set on 850 private acres bordering the Lolo National Forest, the ranch provides an exclusive, nature-immersed alternative to more trafficked destinations like Jackson Hole, Aspen, or Big Sky. Guests can enjoy a personalized experience: horseback riding, fly fishing and stays in Western-inspired luxury cabins. With two MICHELIN Keys and a focus on curated, guest-first hospitality, Alpine Falls Ranch is redefining what it means to go ’off the beaten path.’” -Carter Franklin, The Chain Collective PR

Alpine Falls Ranch

Trend: Road Trip

“One of the most interesting shifts we’re seeing this summer is how the road trip has evolved from fallback to first choice. With airfare unpredictability, new ID regulations, and the lowest gas prices since 2020, travelers are increasingly opting for high-quality, driveable escapes that offer meaningful experiences without the hassle of airports. 

“Wellness-minded guests are turning to easy-access destinations like The Rockaway Hotel + Spa, just an hour from Manhattan, where an infrared sauna, sundeck yoga, and ocean breezes deliver a full reset without ever leaving the city. In the Catskills, a 2.5-hour drive from New York, The Henson has emerged as a culinary retreat, with Michelin-starred chefs serving hyper-seasonal menus that reflect the surrounding landscape. And just over 90 minutes from Boston, Hidden Pond in Kennebunkport, Maine, continues to redefine the family getaway with design-forward cottages, forest bathing, and nightly bonfires.

“Proximity is powerful, but it’s the thoughtful experiences, sense of discovery, and ease that are redefining the modern road trip.” -Sydney Brodsky, Partner, Le CollectiveM

Trend: Health and Wellness 

"This summer, wellness travel goes beyond the spa menu, it's about science-led transformation. Biohacking is becoming the gold standard for luxury travelers seeking visible, measurable results without downtime. Visionaries like Eden Rock – St Barths are blending Caribbean elegance with non-invasive innovations like EMFace and CoolSculpting under the expert eye of Dr. Pierre-Michel Havet. Meanwhile, Chenot Palace Weggis, the group’s flagship property on Lake Lucerne continues to lead the longevity space with its renowned seven-day physiological reset and the launch of its Sleep Cycles Module, aligning circadian rhythm with deep recovery. Across the globe, health has become the ultimate luxury and a reason to travel.” -Perowne International

Chenot Palace Weggis, Perowne International

“For Summer 2025 we are seeing wellness travel move beyond detoxes to focus on longevity, mental health, and cultural rituals. Guests are seeking immersive retreats with science-backed programming — from breathwork and biohacking to ancient healing practices — all set in stunning destinations. In the Dolomites, our clients Ancora Cortina (reopening June 2025) and Hotel De Len offer access to nature, and design-forward escapes. Borgo Egnazia continues to lead the wellness movement with tailored retreats, inspired by the culture of Puglia, and Portrait Milano has a dedicated Longevity Spa with treatments designed to optimize vitality.” -Jessica Aufiero, Founder, Jessica Aufiero Communications (JAC)

The Longevity Spa Pool

“Summer travel is trending towards health and wellness escapes, incorporating the culture and landscape in the architecture and interior design as well as amenities including spas, nature experiences, and local/organic chef-driven menus. A perfect example is Aria Retreat & Spa on Lake Lugano in Italy.” -Veronica Speck, Founder, VHS Ventures

Aria Retreat & Spa

“This summer, I’m seeing two things resonate: a craving for true wellness and a desire to explore less obvious destinations. My client Golden Door is the ultimate in luxury wellness—think personal training, daily in-room massages, and incredible meals sourced from their gardens all included—yet offers real value compared to hotels that lean on wellness as a marketing hook rather than a mission. Also, I recently interviewed my travel advisor friend on my Substack, and we both agreed that more off the radar destinations will be key this summer if you want a luxury experience without taking out a second mortgage! Swap the Amalfi Coast for Montenegro. Swap the South of France for Uruguay!” -Molly Schoneveld, Founder, The Storied Group

Tanveer Badal

“Since the start of this year, I have felt an overwhelming urge to toss my iPhone out the window of a moving car. I’ve developed a dysfunctional relationship with my mobile device, I loathe it, but I cannot break up with it. It turns out I am not alone in my urge to completely unplug. Studies continue to highlight that logging off devices reduces anxiety, improves sleep, lowers stress, and enhances wellbeing. Enter the rising trend of digital detoxing. I’m in!

“This summer, hundreds of thousands of travelers will head off on holiday with the common goal of wellness and relaxation in mind. With the continual rise of guests seeking digital detoxification, hotels and resorts are crafting special spa and wellness programs geared to make the withdrawal from wireless (a real thing!) a more pleasurable experience.

“At Winvian, an award-winning Relais & Châteaux resort on 113 acres of woodlands and meadows in Connecticut’s Litchfield Hills, spa guests are asked to silence their cell phones and leave them in their locker. Most comply. This helpful suggestion provides them with 80 minutes or so to detach from the outside world and fully immerse themselves in the experience and location. At the property, bookings for spa treatments and activities including Tibetan sound therapy, meditation, painting classes, and henna body art are up 30% since January.

“In these frenzied days, whether traveling across the globe or in the comfort of our homes, we should set a goal to silence or turn off our phones daily, even for a few minutes. Practice your own digital detox routine to focus on the here and the now, to quiet the noise, to reset and regroup. Only then can we be our best selves, something our world is in desperate need of.” -Rebecca Widness Eriksen, Founder and Principal, Widness & Co. PR

Trend: Destination, Japan

“I’m seeing a significant increase in travel to Japan. The weaker Yen has made travel to Japan more affordable. And it feels like people are wanting to do something completely different. What’s more different than going somewhere where you can’t understand the language, the traffic signs, or even what you’re eating? Japan continues to be a global hotspot for temples and cherry blossoms, anime and J-pop, food and drink tourism and wellness. There’s something for everyone, and it seems like 2025 is the year for Japan travel.” -Rachel Harrison, Owner RHC

Trend: One-Stop Shop

“One trend we’re seeing gain momentum this spring and summer is the rise of experiential, one-stop-shop travel. Travelers are craving immersive getaways where everything they need—relaxation, recreation, and gastronomy—is in one place, eliminating the need to leave the property. At Silverado Resort in Napa Valley, that means championship golf, pickleball courts, a full-service spa, and its newest activation: Garden-to-Table Cooking Classes, hosted by the Resort's Executive Chef Patrick Prager, and running all summer long. I'm including more details below on Silverado's Garden-to-Table Cooking Classes.” 

Silverado Resort

Trend: Multigenerational Travel as the Ultimate Bonding Experience

“This summer, we're seeing multigenerational travel continue to take center stage, as families seek out immersive, memory-making escapes that cater to all ages. From grandparents to toddlers, travelers are prioritizing properties and itineraries that blend adventure, wellness, and cultural connection. Celestia Luxury Phinisi offers private yacht charters through Indonesia’s remote archipelagos—ideal for families looking to unplug together in barefoot luxury. In the U.S., Dunton’s Colorado properties—including the newly refreshed Dunton Hot Springs—provide bespoke outdoor experiences, from fly-fishing to forest bathing, within intimate, history-rich settings. Meanwhile, Extraordinary Journeys is curating customized African safaris at some of the most family-friendly lodges, with meaningful family engagement, and Aarunya’s new Sol Sanctuary Villa in Sri Lanka offers private butler service and multi-room luxury for generations traveling together. Lemala Camps & Lodges also continues to innovate with family suites, kids' conservation activities, and generational storytelling around the fire.” -Nestor Lara Baeza, President, Xhibition

Intimate family dinners in the great outdoors at Dunton Hot Springs, Colorado

“This summer, travel is all about shared experiences. More than ever, we’re seeing a rise in multigenerational getaways – families choosing to explore the world together across age groups, from toddlers to grandparents. These aren’t one-size-fits-all vacations, but thoughtfully planned itineraries that blend discovery, relaxation, and bonding across generations. What’s fueling the momentum? A post-pandemic appreciation for quality time, milestone celebrations, and a desire to create lasting memories in meaningful destinations. 

“Our clients are not only meeting this moment, they’re designing for it. At Four Seasons Resort Nam Hai, Hoi An, families can explore Vietnam’s central coast through immersive cultural experiences, like visiting ancient temples or learning traditional lantern making in the heart of Hoi An. Patina Maldives is creating space for connection at every level, from serene villa stays for grandparents to exclusive FC Bayern Munich football camps for kids and teens. Even destinations like Saitama Prefecture in Japan are capturing attention for multigenerational travelers, with rich natural beauty, historic sites, and pop culture touchstones – like the lush forests that inspired My Neighbor Totoro – all within easy reach of Tokyo. Across the board, properties are rethinking luxury to better suit the dynamics of extended families, with activities that are as varied and vibrant as the travelers themselves.” -Olivia Moore, Account Director, ICR

Four Seasons Resort Nam Hai, Hoi An

Trend: Culinary Exploration

“As domestic travel surges, consumers seeking local food culture, sustainable practices and authentic connections are flocking to innovative agri-hoods that offer farmland, green spaces, bustling markets, and restaurants such as Four Winds Beach House & Brewery located in the heart of Southlands Tsawwassen, British Columbia. Here visitors can enjoy local craft beer, farm-to-table cuisine, and hands-on agricultural experiences in a thriving community setting.” -Adrienne Longhurst, Agency Director, Nine Point Agency

Four Winds Beach House & Brewery

“One summer travel trend we’re seeing take hold is culinary exploration rooted in local heritage. More than ever, travelers are seeking meaningful, sensory-rich experiences—and food is leading the way. Marin French Cheese Co., the country’s oldest cheese company still in operation, is a must-visit for food lovers exploring Northern California. Just a short drive from San Francisco, the picturesque creamery invites guests to enjoy picnics by the pond, sample award-winning cheeses made on-site, and explore the rich legacy of artisan cheesemaking dating back to 1865. It's a delicious way to slow down and savor the taste of the place.” -Hanna Baumann, Account Manager, Cinch PR

Marin French Cheese Co.

“As an avid traveler and foodie, I feel one defining consumer trend this summer is the rise of culinary-driven travel to lesser-known destinations. Travelers are seeking more than just rest and relaxation — they’re chasing rich, authentic experiences centered around food, local culture, and community. Emerging locations like Rotterdam, Netherlands and Alassio, Italy are gaining traction not for their landmarks, but for their vibrant, hyper-local food scenes. Whether it's street food tours, farm-to-table dining, or indigenous cooking classes, culinary exploration is becoming the new gateway to cultural immersion. This trend is about discovery, connection, and storytelling — and it opens new doors for brands to meet consumers at the intersection of exploration and identity. Wherever brands sit, there’s an opportunity to make it part of the journey.” -Nandita Sen, Senior Director – Media Intelligence, Infovision

Trend: Urban Getaways 

“We are already seeing urban getaways surge among travelers this summer and anticipate the trend to continue throughout the season. Many large cities like Chicago and New York transform into cultural playgrounds during the summer months, with the warm weather and sunshine combined with an array of marquee festivals and events, al fresco dining, signature outdoor activities and iconic attractions drawing in a surplus of travelers year after year. But this summer, we are seeing the current socioeconomic climate shape how and where people are choosing to travel, resulting in an especially high demand for domestic and urban travel. In fact, 71 percent of American travelers are planning to stay in the U.S. this summer according to Allianz Partners USA’s 2025 Top Summer Travel Destinations Report. Additionally, this year's list of top 10 most searched summer travel destinations includes New York, Chicago, Las Vegas, Nashville and San Diego, according to a recent Hilton report. We are also seeing that urban summer travelers are willing to splurge on accommodations, opting for luxe, centrally located hotels like The Langham, Chicago to fully immerse themselves in city life and maximize their travel experience with added comfort and convenience.” -Kathleen Sarpy, Founder, Agency H5

The Langham, Chicago

“This year’s summer trend is staycations and exploring big cities for family-focused escapes and experiencing large-scale activations and exhibits. One highlight that we are working on this summer are Summer Events on the NYC Waterfront – especially at Brooklyn Army Terminal!” -Sarah Berman, President, The Berman Group

Trend: Homegrown Escapes

“One trend that’s standing out this summer, especially in Canada, is the shift toward staying closer to home, but doing it really well. With the cost of international travel climbing and the U.S. exchange rate being what it is, more Canadians are choosing to explore their own backyards. But this isn’t about ‘settling’, it’s about elevating local escapes, and PR teams are leaning into this for press trips and influencer getaways.

“We’re seeing people splurge on a boutique lakeside resort in Muskoka instead of flying to Italy, or road tripping to Tofino for a surf-and-soak weekend instead of heading to California. It’s that sweet spot between practical and indulgent. Even urban escapes are getting a glow-up. For example, a weekend at a chic hotel like the W Montréal offers all the culture, cuisine, and cosmopolitan buzz of a European city break - no passport required.

“There’s a new sense of pride in rediscovering what Canada has to offer. From Indigenous cultural tourism and wine regions that can now rival the Napa experience, to nature-focused getaways that help people unplug without international concerns.” -Ruth Goudie, President & Partner, 1Milk2Sugars

W Montréal

"This summer, savvy travelers are prioritizing value by seeking meaningful experiences without sacrificing quality for affordability. Destinations such as Miami and Miami Beach are embracing this trend with programs such as Miami Spa Months where locals and visitors can enjoy best-in-class spa deals, and Miami Spice Restaurant Months where diners can indulge in prix fixe, three-course lunch, brunch and dinners as part of Miami Spice. Overall, travelers are finding ways to maximize their getaways without overspending - think jet-set smartly on a budget." -Dana Baran, Founder, The Dana Agency 

Trend: Intentional Itineraries

“We're seeing more and more about the slow travel trend, which isn't necessarily a trend anymore. It is a fundamental shift in the way people are approaching travel. They want to immerse themselves in destinations for a longer amount of time, recharge vs. overindulge and are prioritizing quality experiences over quantity. We have so many clients who genuinely lend to this, and one at the top of my mind is FORESTIS in the Dolomites of Italy. I visited last month and felt instantly transported to another world - one of the most peaceful and beautiful places I've ever been, where double rainbows are the norm. FORESTIS is the epitome of slow travel. The food is all made from hyper-local ingredients and with a deep connection to the surrounding alpine environment. There's the option to order off different multi-course tasting menus that change every night - the "detox menu" which is plant-rich versus meat - it was all delicious and I still think about it. I participated in sauna rituals that are centered around Celtic traditions and slept with the balcony door open each night because breathing the clean mountain air felt truly luxurious.” -Sarah Evans, Partner, J/PR

FORESTIS

“There’s an increasing focus on authentic connections with friends & family, allowing opportunity to slow down and disconnect from the stress of daily life with meaningful experiences. Whether it’s a wellness & digital detox to beach destinations such as Puerto Rico, Costa Rica, Hawaii or the Caribbean with activities that promote physical and mental well-being.  Or adventure driven group escapes on safari in South Africa or luxury glamping closer to home at the Ranch at Rock Creek in Montana.  For those wanting European getaways with sun-soaked natural beauty, cultural depth, and relaxation with friends, Portugal is a popular coastal gem. The Balearic Islands are hotter than ever with Mallorca offering a combination of stunning beaches, mountain hikes, olive groves, exploring the historic towns of Palma & Sóller and fresh Mediterranean seafood-focused culinary immersions.” -Lisa Raden, Principal, Blank Canvas Media

Palma de Mallorca

“A trend we are seeing this summer is a move toward slow travel. Quiet getaways with more space, comfort, and fewer crowds are in demand. The focus is shifting to experience, eating well, and exploring beautiful places. Our client, Maid Marian 2, a classic yacht, offers the perfect setting for this kind of journey through the Greek islands. Each itinerary is shaped by personal preference, and many choose to slow down. Days are spent swimming, reading, enjoying long lunches on deck, and watching the sunset from the bow. Every stop reflects what matters most to those on board.” Kakia Michou, Founder and Director, K Agency

Maid Marian 2

“Between the endless notifications, screen time and the pressure to always be on, the antidote to burnout is clear: slow down. More and more travelers are seeking the opportunity to unplug and unwind this summer during ‘calm-cations,’ getaways focused entirely on tranquility. Growing in popularity, this trend embraces slowing down, reconnecting with oneself and taking a deep breath in serene surroundings. Whether embarking on a holistic wellness retreat at a luxury guest ranch, enjoying a peaceful getaway on the beaches of Mexico, soaking in the serenity of awe-inspiring canyons in Colorado or savoring JOMO in the Sonoma Coast, travelers are seeking opportunities to switch off and genuinely rest during their 2025 summer trips.” -Lydia Russo, Account Supervisor, B Public Relations  

Mountain Bliss courtesy of Tamara Susa

“As wellness continues to evolve beyond spa days and yoga retreats, we’re seeing a major spike in sports-based and fitness-led wellness escapes for the summer, with travelers opting to break a sweat while they unwind, from racquet sports booms to marathon-inspired vacations. The rise of ‘mara-cations’ – marathon meets vacation – is gaining momentum globally. Leading global lifestyle mixed accommodations brand Generator is seeing a surge in booking in Marathon locations like New York (67%), Rome (25%) and Barcelona (36%) as wellness travelers swap party trips and boozy vacations for fitness-led getaways. Ballers, a hospitality-driven social sports concept founded by Equinox veterans, is playing into this trend as it debuts this summer with locations in Philadelphia and Boston. Ballers combines elevated design, world-class sports facilities including pickleball, padel, golf and more, dedicated recovery spaces and unique dining concepts to create dynamic social hubs for sports enthusiasts of all ages and skill levels, redefining how people connect through athletics.” -Paige Decena, Account Supervisor. GO PR

Ballers

"This summer, travelers are continuing to seek out destinations that go beyond traditional spa offerings, gravitating toward experiences that rejuvenate the mind, body, and spirit. Wellness-driven getaways like The Point Luxury Villa in Costa Rica are leading the way, offering immersive programs that prioritize connection to nature, movement, mindfulness, and local healing practices — all within a luxurious, fully staffed oceanfront estate. Signature experiences like "Surf-Ga" — a guided surf-and-yoga pairing on Tamarindo Bay — along with beachfront sound baths, herbalist-led sessions featuring custom tinctures, wellness tonics, and hands-on herbal education, and a private ocean-view gym, reflect a new wave of wellness travel rooted in both adventure and restoration." -Nicole Weiss, Founder, NJW PR Inc.

The Point Luxury Villa

“This summer, one of our clients, the legendary Washington, D.C. landmark, The Watergate Hotel is seeing travelers—both domestic and international—prioritize intentional, enriched experiences that balance wellness, cultural connection, and purpose. While national headlines may suggest a slowdown in global travel, at The Watergate Hotel, they are continuing to welcome a strong mix of international guests from Canada, Australia, New Zealand, and across the EU for the summer. These travelers are blending leisure with deeper motivation—whether it's engaging with D.C.'s rich historical significance and cultural depth, experiencing the city’s growing wellness offerings, or even traveling for major business opportunities tied to government, diplomacy, and the region’s rising influence in AI and innovation.

“Wellness in Washington is resonating in new ways. Guests are embracing active exploration—walking, running, or cycling through the Capital’s iconic monuments and scenic neighborhoods—while also seeking opportunities to recharge through spa and fitness amenities and curated food & beverage experiences.

“There’s also a more intentional interest in engaging with and supporting local art and cultural institutions, especially in the current climate. Whether it’s visiting a museum, attending a gallery opening, or experiencing live performances, travelers are looking to connect with the soul of the city and contribute to its creative and cultural ecosystems. At The Watergate Hotel, they see this as part of a broader movement toward meaningful immersion. It’s not just about a trip or an escape —it’s about restoration, inspiration, and feeling genuinely connected to a place.” -Maurisa Potts, Founder & CEO, Spotted MP (Marketing + Public Relations)

The Watergate Hotel

Trend: Nostalgic travel

“Nostalgic travel is, in our view, one of the defining trends of this summer, as travellers increasingly seek out destinations that feel familiar, comforting, and emotionally resonant. London. with its timeless charm, historic landmarks, and cherished traditions offers the perfect backdrop to reconnect with meaningful moments, whether that means revisiting childhood favourites or discovering the city through a nostalgic lens. 

“At Shangri-La The Shard, our Eat, Play, Love campaign brings this trend to life through thoughtfully curated experiences inspired by the iconic book and film. Whether travelling solo, with a partner, or with loved ones, guests can rediscover joy through one of three bespoke offerings: Eat – A chef-led tour of Borough Market, followed by a personalised meal and curated gift; Play – A guided walking tour through local markets and hidden cultural gems; Love – A luxurious spa escape with skyline views, a rose-petal bath, Champagne, and a Jo Loves gift. Each experience includes an overnight stay with breakfast, inviting guests to recharge, rediscover, and reconnect- high above the city.” -Clarissa Mason, Marketing and Communications Manager, Shangri-La The Shard, London

Shangri-La The Shard, London

“There’s no shortage of travel trends this summer, and our clients are fully embracing the moment. One trend I’m especially excited about is nostalgic travel. Shangri-La Hotels & Resorts is tapping into this beautifully with their Eat Play Love campaign, inspired by the beloved book and film Eat, Pray, Love. Guests can design their own journey of self-discovery—whether through a curated culinary adventure (Eat), immersive local experiences (Play), or rejuvenating wellness treatments (Love). From standout partnerships to full-scale campaigns, it’s shaping up to be a vibrant and imaginative season in travel.” Sara Joseph, Executive Vice President and Head of Travel & Lifestyle, BerlinRosen

Trend: Set-jetting

"Set-jetting isn't slowing down anytime soon, with guests booking summer travel that steps inside the picturesque scenes from their favorite shows and movies. Cape Panwa–the flagship five-star resort from Thai hospitality group Cape & Kantary–is a prime example, serving as a featured location on HBO's wildly popular series, The White Lotus. Adding to the allure of its moment on the screen, Cape Panwa is tucked away on the tranquil southern tip of Phuket Island’s east coast, on a former coconut grove, offering breathtaking views of the Andaman Sea and a secluded, white sand beach." Andrea Jackson Ott, Vice President, Foxglove Communications

Trend: Off-Path & On Purpose

“There seems to be a real desire to go off grid this summer for 'quietcations'. Whether that's escaping to Casa Yuma, a spectacular adults only retreat on the dreamy shores of Puerto Escondido (Mexico) to discovering the wilderness of Turkey at Avantgarde Refined Cappadocia renowned for its silent luxury approach, travelers are seeking soulful escapes rooted in nature.” -Cara Chapman, US Director, Bacchus Agency

CASA YUMA

“This summer, luxury travelers are chasing experiences that feel both rare and resonant. It's not about ticking off the usual hotspots that are over touristed, but it is about discovering novel places that are culturally rich, delightfully under the radar and impossible to replicate at home. Whether it's eagle hunting in Mongolia or learning traditional weaving techniques from an artisan in the Andes, travelers want to experience places that stay in their hearts and memories long after the trip ends.” -Jennifer Hawkins, Managing Partner and North America Travel Lead, FINN Partners

“One of the biggest trends we are seeing is active bucket-list experiences, where physical activity is paired with once-in-a-lifetime destinations. We have been working on tons of stories about active experiences when traveling, like walking trips in Japan’s lesser known regions with Walk Japan, Botswana cycling safari and Singita’s bike ride event in the Serengeti and free-diving experiences in Turks & Caicos with Beach Enclave. These aren’t just workouts in beautiful settings—they’re immersive, transformative adventures. This trend reflects a broader shift: travelers want to feel something—and that often starts by breaking a sweat.” -Gabriele Sappok-Klink, President, Imagine PR

Botswana Cycling Safari

“Luxury travel is migrating towards real, authentic experiences and travelers are willing to pay for those experiences. This means less velvet ropes, and more iron ore trains barreling through the Mauritanian desert. Today’s high-end travelers are ditching the predictable for the unforgettable: diving into remote corners of the world, sipping tea with nomads, or sleeping under stars in places most people can’t pick out on a map. It’s all about the life-altering interactions and stories, not just plush pillows. From the bizarre beauty of Socotra to jungle dinners with shamans, luxury now means adventure, immersion and once-in-a-lifetime transformational journeys.” -David Zapata, CEO and Founder, Zapwater Communications, Inc.

Trend: Astrotourism

“One travel trend this summer that’s truly mesmerizing is astrotourism or travel centered around stargazing, celestial events, and reconnecting with nature under the night sky. As travelers crave more meaning and mindfulness, experiences that offer awe, disconnection from digital life, and connection to the universe are gaining popularity. From Iceland to Italy and beyond, destinations are now designing immersive experiences around stargazing. Hotel Rangá in Iceland invites guests to enjoy ‘The Ultimate Star Bath,’ complete with a private astronomy lesson, riverside viewing, stargazing cocktails, and custom star maps—all from the comfort of geothermal hot tubs. 

“In Rome, ArcheoRunning is launching a dawn power walking tour that explores celestial-themed churches and secret sites in a quieter, more magical light, away from the tourist rush. And in the Tuscan countryside, Renaissance Tuscany Il Ciocco’s new Zodiac-themed cocktail experience lets guests sip their star sign while admiring pristine night skies, and in Val d’Orcia, La Posta offers Bathing Under the Stars, an enchanting weekly experience in their thermal pools every Friday and Saturday evening set against the backdrop of an illuminated hilltop fortress.

“Lastly, in Davos, Switzerland, travelers can take part in nighttime ice bathing and breathing workshops, where cold plunging under the stars offers a transformative connection between body, mind, and the Alpine sky. Astrotourism seamlessly blends wellness, sustainability, and storytelling—giving travelers a profound, peaceful, and personalized way to explore both the earth and the stars.” -Vanessa Gordon, CEO and Publisher, East End Taste

Davos courtesy Vanessa Gordon 

Trend: Quiet Luxury

“The trend of quiet luxury is set to define summer travel this year. It’s a combination of getting away from the hustle and bustle of daily life and reconnecting with nature while enjoying authentic, high-quality experiences with friends and family. One example of this is The Valley Venues. Tucked between the Tennessee and Georgia mountains, this 74-acre estate offers upscale woodland lodging. From the charming tiny homes of Overlook Village to the romantic escape of Lost in the Woods, and the spacious comfort of The Lodge—perfect for groups and wedding parties—they offer a collection of stays and signature experiences for every kind of traveller.” -Emily Bergh, Founder, R Public Relations

The Valley Venues

Trend: Playful Stays 

“As summer approaches, I’m noticing luxury hotels taking cues from the fashion industry and embracing their irreverent and whimsical side (think the LA boutique opening for Jacquemus that was literally bananas). P-22 Agency client, The Maybourne Beverly Hills, is embracing this trend with its new Stand Up Paddleboard Yoga every Saturday and Sunday at 9 am on the ninth floor Dante Rooftop pool. Thanks to a unique partnership with YOGAqua—the original standup paddleboard yoga class founded by Sarah Tiefenthaler—guests can embrace their wobble (excellent for the core) while taking in one of the most break taking views in all of Los Angeles during this 60 minute, vinyasa-style session on individually anchored paddleboards.” -Ty Bentsen, Founder + CEO, P-22 Agency

The Maybourne Beverly Hills

Trend: Curated to a T

“A key summer travel trend we’re seeing is the rise of curated hospitality experiences, where branding plays as big a role as location. I just stayed at Mezzatorre Hotel in Ischia for an editorial feature for my publication, Lifestyle Mag, and what stood out was how the property integrates its Issimo store — a boutique concept that turns the hotel into a full lifestyle experience.

“Another standout is Le Guanahani in St. Barth’s, where guests receive a beautifully curated nécessaire with high-end essentials like products from Barbara Sturm and more. Even without producing their own lines, these hotels elevate the guest experience by offering thoughtful, branded selections that reflect their identity.

“It’s not just about luxury anymore — it’s about narrative, detail, and how a destination can feel like stepping into a well-edited world.” -Claudia Ribeiro Bernstein, Founder, Lifestyle Mag

Mezzatorre

Trend: Social-First Travel

“One of the biggest travel trends defining summer 2025 is ‘Creator-Led, Social-First Travel.’ We’re seeing travelers, especially Gen Z and Millennials, prioritize experiences discovered through TikTok, Instagram, and their favorite creators, rather than traditional guides or agencies. This means more personalized, off-the-beaten-path itineraries. At Globe Thrivers, we’re seeing a lot of interest around curated, shareable itineraries rooted in real community recommendations, like hidden beach towns and food spots you’d only know about from someone ‘in the know.’

“Travelers aren’t just following in influencers’ footsteps, they’re collaborating on trips, sharing itineraries, and booking directly from the content that inspires them. The line between discovery, planning, and booking is blurring, and the most memorable trips this summer will be those powered by authentic recommendations and shared in real time.” -Shir Ibgui,, Founder and CEO, GlobeThrivers

Trend: Quick Escapes

“This summer, travel should be a fun escape — a chance to connect, unwind, and share memorable moments. With the reopening of The Wall Street Hotel’s Bar Tontine, we’ve created just that: a vibrant rooftop where guests can gather over shared plates, agave-forward cocktails, and the energy of live music, all set against the backdrop of downtown Manhattan.” -Prince A. Sanders, General Manager, The Wall Street Hotel

The Wall Street Hotel

“The travel industry is feeling the effects of tariffs and rising inflation, which is starting to shift how people think about getting away. I haven’t booked any big trips this summer, but summer travel in 2025 might feel less about long vacations and more about quick, meaningful excursions. 

One-day passes are becoming the new go-to option—whether it’s exploring a nearby town or just enjoying something fun close to home. Last summer, I bought a day pass to the rooftop pool at the TWA Hotel, not far from where I live in Queens, and spent the afternoon watching flights take off and land at JFK Airport while having seltzer and vodka. Third-party hotel management companies such as Remington Hospitality offer one-day passes at some of their hotels and resorts in locations such as Costa Rica or Austin, TX. It’s a great option when family visits; you can spend time together in a relaxed setting at the pool or spa.” -Matt Marin, Senior Communications Director, UpSpring

Croc’s Resort & Casino in Costa Rica courtesy Remington Hospitality