News and Insights

Widening the TrendHawk Aperture: Travel Marketing Trends

August 5, 2025

Like goosebumps on forearms when the lights go down in a concert hall, there is a shared sense of anticipatory excitement surrounding the future of travel. And yet, amid that energy, a note of hesitation lingers, particularly around travel to and from the United States.

It’s a tension the FINN Partners Global Travel Practice is uniquely attuned to, and one we meet with creativity, insight, and optimism. As summer opened, headlines suggested a cloudy forecast. “U.S. Tourism Will Lose Up To $29 Billion As Visitors Plummet Amid Trump Policies,” declared Forbes.com – on Independence Day, no less – citing a World Travel & Tourism Council analysis that forecasts the U.S. as the only country among 184 expected to see a decline in international visitor spending in 2025. Meanwhile, a Travel Weekly survey found that nearly 58% of travel advisors have reported a decrease in bookings so far this year.

Rather than dwell on these headwinds, we’re choosing to expand the aperture – widening the lens of TrendHawk’s review of travel marketing trends for our 2025 edition to highlight stories of momentum, transformation, and reinvention from across the globe. It’s a perspective shaped by the boutique properties, luxury hotel brands, tour operators, cruise lines, airlines, and destinations that we’re grateful to work with day in and day out, that continue to innovate and inspire travelers – even in times of uncertainty.

This season, we’ve tapped our colleagues throughout FINN Partners’ international offices to share the on-the-ground insights, cultural observations, and travel marketing trends across regions that are shaping how people explore the world in 2025. From experiential travel to wellness, hotel design to remote destinations, and dining trends to strategies for beating the summer heat, the perspectives within this report reflect the diversity, depth, and passion of our global team.

Here’s to a future of bold journeys – and the curiosity to keep exploring.

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