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What’s Trending
01/ On Google
“SpareFare” trended +2,400% this week as interest surges in secondhand vacations, where travelers can buy non-refundable trips at steep discounts through sites like SpareFare and Roomer.
02/ With Media
Substack has raised $100 million at a $1.1 billion valuation as it evolves from a newsletter platform into a social network, exploring features like live chats, video, and possibly ads to boost discovery, engagement, and creator revenue.
Luxury Travel Report is a new resource from the Travel Market Report team, created to support luxury travel advisors with insights, tools, and advocacy. Managing Editor Laura Ratliff highlights the industry’s shift toward personalized, emotionally resonant travel experiences over traditional luxury.
03/ In the Zeitgeist
Instagram has made professional posts searchable on Google, turning it into a powerful discovery tool, especially for travel, where visuals fuel inspiration. Travel brands must now align Instagram with SEO, creating content that’s both engaging and optimized for search and AI platforms.
Industry Insights
Starting in 2027, Viking will launch its first river cruises in India aboard the 80-guest Viking Brahmaputra, offering a 15-day journey that combines an eight-day cruise with a guided land tour through India's Golden Triangle. Highlights include visits to 10 UNESCO World Heritage Sites, such as the Taj Mahal and Jaipur's Palace of the Winds, with extensions in Delhi, Dubai, Kathmandu, and more.
The Senate on Wednesday confirmed Bryan Bedford as FAA administrator, the agency’s fifth leader in four years. Amid rising safety concerns, Bedford brings decades of industry experience, including over 20 years leading Republic Airways.
UNESCO has added 26 new sites to the World Heritage List, including Germany’s Palaces of Ludwig II of Bavaria, notably Neuschwanstein Castle. Four sites are in Africa, with Sierra Leone and Guinea-Bissau making their first appearances on the list.
Wealthy travelers are increasingly opting for private vacation homes over traditional luxury hotels, as they seek more privacy, space, and personalized services. In response, luxury travel companies are expanding their offerings to include high-end residences that provide the comforts of home with resort-level amenities. The trend highlights a growing preference for exclusivity and control in luxury travel.
Norway will require zero-emission ships in its fjords starting Jan. 1, 2026, for vessels under 10,000 gross tons and by 2032 for larger ships. Ships must use non-emitting energy sources, and passenger vessels must connect to shore power where available.
Golf is shedding its traditional image as more women embrace the sport, with female participation rising 41% since 2019, prompting resorts and brands to adapt. Female golf travelers blend tee times with lifestyle experiences like spa visits and wine tasting, seeking inclusive programming, approachable instruction, and stylish, confidence-boosting apparel.
Delta Air Lines is expanding its flight offerings from LAX with two new nonstop routes launching next summer—daily service to Hong Kong starting June 6, 2026, and three daily flights to Chicago O’Hare beginning June 7. Alongside this growth, Delta is also embracing AI-driven personalized pricing to maximize profitability, gradually replacing set fares with dynamic, individualized rates.
Black travelers are a growing force in the U.S. travel market, spending $145 billion in 2023, yet remain underrepresented in industry marketing. In response, they’re creating their own spaces, content, and businesses to lead and redefine travel on their own terms.
The Good
A recent ad from Canada’s Eastern Townships Tourism Association has gone viral for its heartfelt message. In the 30-second spot, an apprehensive American tourist checks into a hotel, prompting the Canadian receptionist to press a red button before stepping out to offer a warm hug. The tagline, “Come hug it out in the Eastern Townships,” reinforces a simple yet powerful message: no matter the tension, visitors are embraced with open arms.
Polaroid’s new campaign for the Polaroid Flip, titled “The Camera for an Analog Life,” pushes back against screen fatigue and digital overload by celebrating real-world experiences. With witty headlines and nostalgic imagery, the out-of-home ads encourage people to put down their phones and reconnect with tangible, human moments.
The Bad
A social media post about a woman’s alleged attempt to gain U.S. citizenship through marriage sparked controversy by parodying a Tinder-style “match” with ICE, drawing mixed reactions and backlash over its tone and Tinder’s unintended association.
