First, is SMS marketing effective?

Absolutely! Industry studies and surveys have unveiled these compelling statistics:

• 90-98% open rates
• 45% response rates
• 21-35% average click-through rates
• 20-45% conversion rates
• 90% of messages are read within three minutes

Trends to hop on right now

Destination and hospitality brands can and should target travelers at every stage of the customer journey. Here’s how current trends can play into your SMS marketing strategy:

Dreaming

This is your opportunity to inspire wanderlusters before they’ve decided where they’ll be vacationing.

• Send video using RCS (Rich Communication Services) — read up on the tech with explainers from and — to promote visually irresistible spots across your destination or resort.
• Got influencers? Have them share exclusive dispatches from your destination or resort as they are experiencing it. These texts should be written in a casual friend-to-friend style.
• Leverage interest in major events that will be hosted in your destination by having travelers opt in for early access alerts.

Planning

Now that you’ve won over the traveler, you need to ensure their upcoming trip will be all they dreamed of to earn those all-important recommendations and repeat visits. SMS marketing can do the heavy lifting in this stage too:

• Travelers can tap into the power of Agentic AI to seamlessly find and book accommodations, admission to attractions, tours and more.
• Marketers can share snackable content through SMS. Rather than sending a link to a full itinerary or blog post, you can “drip” snippets of the content through a series of texts.
• Or have travelers tell you what interests them by texting, “Ready for your trip? What are you most excited about: A) outdoor recreation, B) dining or C) arts & culture?” When they respond, you can direct them to inspirational content on your website.

Experiencing

Once visitors have arrived in your destination or guests have checked in to your property, there are several ways to boost their spending through text communications:

• Employ RCS to send a scrollable carousel of activities, events or attractions for visitors to plan their days.
• Using zero-party data, Agentic AI can serve a traveler or guest with a triggered text that promotes things to do based on their proven personal interests.
• Share a digital passport that allows visitors to check in to participating attractions and collect points that can be redeemed for rewards.

Sharing

After travelers return home, they are ripe for messages reminding them of the amazing experience they just had. This is the time to lock in those positive feelings through SMS marketing:

• As they’re leaving, send an RCS message that allows the traveler to share a digital postcard with family and friends.
• Make the memories last by sharing a link to a curated playlist.
• Stay top-of-mind with milestone messaging along the lines of “It’s been a year since you’ve visited, and we miss you.”

The future of SMS marketing

As you probably gathered by now, RCS is becoming the next-generation, more powerful alternative to SMS thanks to its ability to share higher-resolution, more engaging content. Agentic AI will also play a role in its all-in-one approach to searching and directly booking experiences. Brands will also have access to zero-party data that allows them to reach travelers with personalized targeting — even before the dreaming phase kicks back in.

If you’re feeling FOMO right now, relax. As the Hospitality Business Review , Dana has the know-how to quickly develop and execute a results-getting SMS marketing strategy for your brand. To start the convo, contact Lynn Kaniper at 609.466.9187 ext. 117 or lkaniper@danacommunications.com today.

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Why Trigger Emails Work with Today’s Traveler

Today’s travelers live in a world where timely, tailored information is delivered to them multiple times a day. Unlike generic marketing blasts, trigger emails are based on and appeal to a traveler’s distinctive actions, behaviors and milestones. It’s like you’re speaking directly to them, which is exactly what this market is geared to respond to.

For example, if someone spends time viewing your destination’s site, a trigger email can send current package offers which may be enough to entice a booking. Basically, by showing up at the right moment with personalized nudges, savvy destinations increase the odds of moving visitors from inspiration to itinerary.

Relevance Equals Effectiveness

Emails based on what the traveler just did, whether it’s a just-booked getaway or a viewed vacation package, feel personal, not promotional. These are things that matter to them in the present moment, so it’s information that feels useful — not random or spammy. In the world of emails, a combination of relevancy and timeliness equals effectiveness.

Travel is also, for many, an emotional decision. Trigger emails show attention, recognition and care. They acknowledge the traveler’s actions, anticipate needs, and they feel one-to-one, not mass-sent. An email that makes people feel important is more apt to spur interaction. Triggers like anniversaries, birthdays or other milestones are ways to make your audience feel a little more special. They also offer chances to reward loyalty and reinforce trust with your destination or brand.

Because travel decisions are time sensitive, trigger emails that meet prospective visitors exactly where they are in the planning journey can be very effective. They can even reduce stress by offering timely information like hotel check-in details and packing tips. It’s no surprise that emails of this type have higher open and click-through rates than general marketing emails.

Some Examples of Automated Tourism Emails

• Trip planning and inspiration
• Custom reminders: Still dreaming of dipping your toes in the sand this summer?
• Welcome emails for new mailing list subscribers
• Limited-time offers or availability alerts for a viewed hotel
• Seasonal planning emails (spring getaways, holiday markets, summer vacations)
• Follow-ups to those who requested a guide or downloaded an itinerary
• Nudges toward events, attractions and eateries to enjoy near your destination
• A post-visit thank you with suggestions for things to do on their next visit

Best Practices to Trigger Bookings

A strong subject line is key to having the email opened. Speak to the reader directly. For the email itself, clear language and simple CTAs are usually best. No need to get too fancy. In addition to personalizing content by past behavior, tailoring according to travel interests — like outdoorsy adventurers, summer vacationers or city explorers — can increase relevance and engagement.

When it comes to the automated email arena, partnering with an experienced marketing agency that handles everything from strategy to execution is paramount. A well-designed plan would include copywriting, design, segmentation and personalization, automation triggers, platform setup, testing and optimization — from pre-planning to post-trip.

Boost your bookings with the award-winning team of ş¬Đ߲ÝÉçÇř — named 2025 Travel Marketing Agency of the Year by Hospitality Business Review. Let’s talk tourism. Contact Lynn Kaniper at 609.466.9187 ext. 117.

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Five Reel Reasons Your Ads Should Be Here

While it’s important for all marketers to have a presence on Reels, it’s absolutely critical for travel brands. Let’s break it down:

1. µţ´Ç´Ç°ěľ±˛Ô˛µ˛ő…B°ů´ÇłÜ˛µłółŮ: 61% of travelers have made hotel reservations after seeing the property on Instagram.
2. Sneak Peek Over Slick: 73% of consumers prefer watching raw, unfiltered video content of your destination or property to get a true feel for it.
3. Reel Reach: Your organic content can hit an unprecedented audience, with 55% of views coming from non-followers.
4. Intent Signaling: Reels yield 2.5x more saves than static images, and more saves typically translate to more visitors or guests.
5. Exponential Engagement: It’s as if Reels were custom-made for travel content, earning engagement rates of 4.2-7.1% (versus 1.5-3.0% in other industries) and a completion rate of 74% (for <15s) versus 62% for longer videos.

Reels Marketing Strategies

At Dana, all marketing plans are developed on an account-by-account basis (no cookie cutters here!). For the purpose of this blog, we’re sharing three key approaches to help paint a picture:

• First Person Perspective: Rather than seeing a model posed in a setting, travelers like to envision actually experiencing it for themselves.

How this could look for a resort: Shoot from the point of view of a guest entering a luxuriously appointed suite and stepping out onto the private balcony for panoramas straight out of their wanderlusting dreams.

How this could look for a destination: Think about your greatest visitor draws — anything from popular festivals and craveable food scenes to iconic attractions and bucket list landmarks — and make videos placing the viewer directly into these experiences.

• Insider View: Travelers are curious about what happens behind the scenes to make their getaway so special, so give them a peek.

How this could look for a resort: Show your chef preparing a popular dish or one of your spa therapists explaining the wellness benefits of essential oils used in a particular treatment.

How this could look for a destination: Have an in-the-know representative share a tour of their favorite, lesser-known attractions.

• User-Generated Content (UGC): Promoting UGC is a drum we continually beat because these efforts can earn up to 15% more bookings.

How this could look for a resort: Have a new experience you want to showcase? Encourage guests to make and post Reels with a vanity hashtag.

How this could look for a destination: Your stakeholders — including accommodations, attractions, restaurants and more — rely on you to help promote their businesses to travelers. Reach out to strike up a collaboration.

Instagram Reels Influencer Marketing

Choosing the right influencer(s) to represent your brand is a complex process. Among the many factors to assess are fit, effectiveness and image. We absolutely recommend having an experienced social media agency (like Dana!) vet any and all influencers used in your marketing efforts. That said, below are some best practices we can share:

1. Focus on Nano Influencers (1k-10k followers): These personalities offer the greatest advantages for your brand. The vibe they project is authentic, like a real person of the people. This presence earns them higher engagement rates (usually 4-7%) at a lower cost (typically 10% of micro-influencers).
2. Curate Content: Ensure the Reels these influencers are creating match the stage of the traveler’s journey (discovery, consideration, booking, etc.) you want to capture.
3. Cultivate Ambassadors: Where a one-off Reel will feel like an ad, an ongoing series or regular takeovers convey true brand advocacy to your audience.
4. Consider Performance-Driven Contracts: When you tie a creator’s payment to key performance indicators (such as saves, shares or even book-now clicks), you get every drop of influence you’re paying for. 

Dana’s social team develops award-winning campaigns for our clients (just ask to see the gleaming hardware on our trophy shelf!) Want to learn more about what we can do for your travel brand? Contact Lynn Kaniper at 609.466.9187 ext. 117 or lkaniper@danacommunications.com today.

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What is Quantum Computing?

To explain quantum search, we first need to take a step back to define quantum computing. Put simply, it is the act of building advanced computers that leverage quantum mechanics to exponentially boost processing speed. Bottom line benefit? To deliver solutions more quickly than we could ever imagine before.

To quantify just how far we’ve come (and how much farther we will go), we have an illustration. Gen-Xers, remember the ? If it had to find a needle in a one-trillion-straw haystack, it would take 15,000 years to check every straw. Today’s fastest supercomputer would take one week to complete the same task. But a quantum computer? It would only take one second. This serves up a deeper dive on quantum computers, if you’re interested.

What is Quantum Search?

Now that you’ve met the hardware required for quantum computing, let’s look into quantum search. It all begins and ends with which uses a process called Amplitude Amplification to find what you’re searching for. Don’t worry, visual learners. We have another illustration to make it make sense.

Let’s say all data sets being searched are ocean waves of equal height. Once an is applied, it takes the correct wave and flips it upside down so a can use this new seascape to eliminate the wrong waves (that are still right-side-up) and push the correct wave (that is now upside-down) to the forefront. These second and third steps are repeated several times, further amplifying the correct wave to retrieve your answer.

How to Get Your Website Ready for Quantum Search

Website owners need to start strategizing both a defensive and an offensive approach to quantum search.

Right now, hackers are collecting encrypted data in anticipation of the day a quantum computer is powerful enough to crack the code. To protect your site against this quantum cracking, here are some immediate steps to take:

• Audit Your Data: If your site is storing sensitive information that needs to remain private for 10+ years, know that your data is at risk.
• Decrease Your Crackability: Make a move to Post-Quantum Cryptography (PQC) to protect your data. You can check with your host provider to explore if there are “quantum-safe” options to switch on.
• Identify Your “Secret Keys”: Compile a record of every place your site uses encryption. When it’s time to update, you will need hybrid certificates that use both classical and quantum-resistant math for these elements.

On the flip side, you want to ensure your site is optimized for the time when search engines shift from keywords to intent probabilities (quantum search). Here is a handy to-do list:

• Craft an Ecosystem: Rather than trying to capture search for a query such as “best luxury hotels in paris,” you’ll want to build content around a more robust and personalized experience. Think: “a romantic, slow-paced anniversary celebration for a couple who love impressionist art and hate crowds.”
• Substance Over Word Count: Quantum search is sophisticated. Because it can process massive datasets almost instantly, it has the time and ability to prioritize high-information-density content over fluff copy.
• Prepare For Decreased Visits: With AI and future quantum AI (more on that below), your site content may appear as a cited source in its response. That means searchers may never click over to your site at all because the answer they were looking for is already right in front of them.

Looking Even Further Ahead: What is Quantum AI?

Eventually quantum algorithms will be used to further advance machine learning. That means neural networks will be trained more quickly, recognize patterns more efficiently and solve problems that, up until that point, were considered unsolvable. 

Know why Dana was named one of ? Because we have a whole team of right- and left-brained professionals who love nothing more than blending creativity and technology to deliver real results for our clients. Want to learn what Dana can do for your brand? Contact Lynn Kaniper at 609.466.9187 ext. 117 or lkaniper@danacommunications.com today.

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Event tourism refers to travel motivated by planned events—whether cultural, sporting, entertainment or business-driven— that draws visitors beyond their everyday environment. From international festivals to global sports competitions like FIFA World Cup 26™, these events don’t just fill seats. They influence where people go, how long they stay and how they experience a destination.

Global event tourism is a real powerhouse, setting the stage with a blend of people, places and experiences. Travelers arrive for the event, but they also can engage with local culture, cuisine and attractions, often turning their trip into an extended stay with friends and family. Savvy destinations that highlight their offerings can wisely turn a ticket to a global event into a week or longer stay.

The Impact

When the world is watching, the impact is immense. FIFA World Cup 26™, which spans three countries and multiple cities this summer, is a prime example of tourism on a global scale. For events that garner such worldwide attention, marketing before, during and after an event is paramount to success.

Events of this caliber don’t just attract fans and spotlight destinations; they’re known to shift traffic patterns. The immediate travel surge will include increased international arrivals, the need for air travel and higher hotel occupancy. Beyond that, the impact left by a region and its experiences presents the opportunity to spark long-term tourism growth. It’s a ripple effect that can be felt years after the event itself.

Branding on a World Stage

Host cities of world-class events are in an excellent position to gain global exposure. Millions of viewers will have the opportunity to see these cities on broadcasts, social platforms and more. Even lesser-known destinations in proximity can benefit. The event itself becomes a live tourism campaign that nearby destinations and attractions are part of. As you can expect, when all eyes are on you, impressions matter and can last for years. It’s important to be presented in a good light.

The Local Outlook

In addition to travel patterns, changes in travel behavior also go hand in hand with event tourism. With event tourism, travelers plan around a calendar instead of peak seasons. With fans looking to explore the region, maybe even hopping between host cities, road trips, rail travel and local tourism are all center stage.

With international events, experiential travel and culture are also brought to the forefront. Fans engage with local food, music and traditions. Destinations can lean into this uptick in cultural curiosity by highlighting authentic experiences and only-here moments. Guided tours, historical museums, landmarks, renowned cuisine made famous in the area—it all can make the visit more memorable, personable and genuine.

Long-Term Event Effects

Long-term benefits of a large-scale event can extend well beyond initial tourism spikes. Many times, while leading up to a tourism event, improvements are made in areas of transit and walkability. New hotels open, neighborhoods are revitalized and public spaces are given a fresh appearance which will also add to the likelihood that visitors will want to return.

The real impact of global event tourism doesn’t end with the final score or the closing ceremony. For destinations that leverage the momentum to generate interest in their offerings, it can transform a temporary event into a lifelong appreciation shared among many countries. And that’s a win-win for everyone.

Step into the world’s spotlight with the award-winning team of ş¬Đ߲ÝÉçÇř. Named 2025 Travel Marketing Agency of the Year by Hospitality Business Review. Let’s talk tourism. Contact Lynn Kaniper at 609.466.9187 ext. 117.

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SEO vs. AEO vs. GEO. What Does It All Mean?

In the alphabet soup of optimization, even the most casual end user knows that SEO stands for Search Engine Optimization and how it’s all about moving up the ranks of internet browser search results to gain more visits to a website. AEO (Answer Engine Optimization) first hit the scene to deliver direct answers in place of search results. These direct answers included “Position Zero” replies from voice assistants and featured snippets on Google. Today, AEO has immense overlap, even interchangeability, with GEO (Generative Engine Optimization). Bottom line? We all need to set our sights (and sites!) on AEO/GEO to be sourced in summarized responses to user inquiries — whether through Siri or ChatGPT.

What is Generative AI?

To get your site AEO/GEO-ready, you need to understand what Generative AI is and how it works. The technology uses vast learning to map patterns and predict what should come next to synthesize results. ChatGPT, Google Gemini and other chatbots use large language models to generate text. Midjourney and DALL ·E 3 create art and images. OpenAI’s Sora and Google’s Veo produce video.

To ensure your website is in the Generative AI consideration set, you need to boost your EEAT (Experience, Expertise, Authoritativeness, Trustworthiness). Let’s break that down, letter-by-letter.

• Experience: Firsthand perspective is best (think: a narrator telling their own story).
• Expertise: Professional credentials and deep knowledge.
• Authoritativeness: THE go-to source.
• Trustworthiness: The upfront aspects of accuracy, site security and transparency.

What is Agentic AI?

Going beyond Generative AI with its summarized responses, Agentic AI is empowered to actually take action on a user’s behalf by following a set process:

• Perception: Seeing and monitoring the environment surrounding the goal you gave it.
• Reasoning: Interpreting data and deciding what needs to happen next to fulfill that goal.
• Planning: Breaking this goal down into smaller subsets of tasks.
• Action: Executing on the plan above using external tools.

Your website needs to be machine-readable for AI to seamlessly crawl content. Multiple AI agents can be used for segmentation and personalization of experiences. These AI agent(s) can communicate with websites in two ways:

• MCP (Model Context Protocol): A universal port that allows them to discover and plug into your site’s tools to manage integrations.  
• A2A (Agent-to-Agent): A direct connection from one agent to another to communicate securely and collaborate on tasks.

How Can My Destination Use AI?

You can leverage AI to positively impact every stage of the traveler journey. We’re sharing some examples below. Note that this is not an exhaustive list.

Dreaming

Tapping into AI to identify travel intent through search, marketers can leverage predictive ad targeting. These efforts reliably yield higher conversion rates.

Planning

Travelers are already using Generative AI to build trip itineraries. That’s a win for destinations because it often leads to longer stays and increased visitor spending. Looking ahead, Agentic AI needs to be on your radar as visitors will use it to automatically book their accommodations, tours, attraction tickets and more.

Experiencing

Once travelers have arrived in your destination, you have more opportunities to increase spending. Creating a virtual concierge provides visitors immediate assistance, 24/7 (something welcome centers cannot do), so they can act on spontaneous desires. For destinations that seek to create solutions before problems have a chance to arise, Agentic AI is the answer. Think: identifying a planned event that has been canceled last minute and recommending an alternative activity.

Sharing

People love to share their thoughts about everything online. Especially their travel experiences. Destinations can use AI to aggregate results across social media channels, review sites and more to give you a clear picture of traveler sentiment. You can also take drip campaigns to new levels with automated retargeting. Let’s say someone searches for “best romantic retreats in [ your destination ]”. AI can segment the user into a specific audience, generate dynamic creative that speaks to their intent and provides a real-time incentive through a chatbot or email offer.

Feeling overwhelmed? Dana is here to guide you through what’s happening now … and next. Contact Lynn Kaniper at 609.466.9187 ext. 117 or lkaniper@danacommunications.com to start the conversation today.

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A Fresh Crop of Agri-Experiences

There’s something special about destinations that give people the opportunity to be up close with nature, breathe in fresh air and experience authentic moments. Simple, genuine activities like picking your own apples at a well-known orchard, taking a cheese-making class, and even a hayride join travelers to the land in a meaningful way. These immersive experiences become the stories people share, often turning first-time visitors into local fans.

Blogs, social media, reels, photography, print and other forms of media offer great opportunities to highlight history, people and passion. Showcase what unique family-friendly to-dos are available at your destination — the corn mazes, the farm market, pick your own flowers, local wines, on-farm dining, all of it. Then, promote it.

Plant the Seeds of a Tourism Trail

Creating a tourism trail that spotlights your destination — and the surrounding communities — can be an incredibly powerful way to spark interest. These curated adventures tap into your audience’s sense of exploration and make your area feel layered and full of discovery. Whether it’s a tulip-picking trail, a roundup of the area’s best pick-your-own farms or a 3-day winery tasting itinerary — they bring the thrill of a mini-journey to the forefront. Even better, trails are perfect for social content and e-newsletters, giving you fresh storytelling angles, easy-to-share visuals, and a natural way to encourage repeat visits as new stops and experiences are added.

Unearth the Power of Email Marketing

Many destinations underuse email, but it’s a powerful way to keep your audience in the loop about seasonal openings, what’s ripe and ready for picking, upcoming events and festivals and new farm goings-on they may be excited to explore. Email is especially effective when sent to a well-targeted list of people who already enjoy agritourism.

Think Optimization and UGC

Knowing what keywords people are searching is essential. Things like a pumpkin patch near me. Wineries, farm-to-table dining and u-pick farms are being searched for at various times throughout the year. If your destination ranks, it’s a big win. When done correctly, a savvy SEO strategy paired with timely content is an extremely valuable marketing tool. You’ll also want to benefit from user-generated content that can generate fresh (and free!) content that boosts your visibility and inspires future travelers. Including your hashtag on materials and encouraging visitors to use it when posting pictures on social media, in reviews, etc., is a great place to start.

Be People-Friendly

Whatever form your marketing efforts take, when it comes to images, go beyond pretty and instead keep people top of mind. In lieu of showing a stunning, stand-alone vineyard, show couples pouring glasses of vino and toasting. Show families feeding alpacas instead of just the alpacas themselves. Yes, a sunflower field in full bloom is beautiful, but friends taking selfies in a field of sunflowers packs a much more powerful punch. Action is almost always a smarter move than plain scenery.

Spotlight the Season

Agritourism isn’t limited to summer months or harvest time, and your marketing shouldn’t be either. In colder months, focus on indoor workshops, farm tours or dining experiences in the area that offer a menu of fresh ingredients plucked from your vines.

Keep people updated on the crops that are in season and U-pick events. Tell them where they can find your famously fresh tomatoes, corn and zucchini in local markets. Highlight recipes they can do at home with in-season ingredients. If it’s peach season, whip out the Peach Salsa recipe on social with reels to back it up, step by step.

Partner Up and Bloom

Partnering with a nearby hotel or restaurant can also help grow your agritourism appeal. Turn your experience into a day of fun — farm visits followed by a stay at a nearby hotel or dinner at a nearby sustainable restaurant. By opening your gates and sharing your story, you can turn your destination into a thriving year-round source of enjoyment that takes root with just about everyone.

Grow your goals into success guided by the award-winning visionaries at ş¬Đ߲ÝÉçÇř — named Travel Marketing Agency of the Year for 2025 by Hospitality Business Review. Contact Lynn Kaniper at 609.466.9187 ext. 117 or lkaniper@danacommunications.com today.

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America’s 250^th: Get into the 1776 Mix

Destinations, states, towns, parks, museums and national agencies have been buzzing about America’s 250th for a while now, with many launching their own special red, white and blue go-tos. Everything from multi-day heritage events to commemorative bike races, tavern talks with 1776 reenactors, revolutionary itineraries, battlefield tours, 5K runs, you name it. Expect to see a lot of heritage-themed merchandise popping up everywhere. Get in on the action with a patriotic nod to your logo on items like t-shirts and tote bags. Consider adding some patriotic souvenirs to your gift shop offerings as well.

250 Years of Stars, Stripes and Stories to Tell

Tourism is expected to see a big boom as visitors head out to explore historic locales, dine and stay in historic inns and get up close to landmarks that they’ve only read about in textbooks. If your destination has a storied, revolutionary past, now is the time to let people know about it. Travelers are hungry for the stories behind the places they visit. Give your visitors unforgettable ways to step directly into your past. Guided tours and living history demos are excellent options.

Salute America’s Patriotic Personalities

Keep in mind America’s 250^th year is more than just a huge birthday bash that celebrates historic places. It honors the people and ideas that have shaped our county as we journey toward this historic milestone — hometown heroes to civil rights crusaders, inventors, freedom-seekers on the Underground Railroad, patriots and pioneers. Showcase the faces that have stayed, battled, marched and lived at or near your location. Give visitors the opportunity to learn from and connect with the past in the present day.

Highlight 250 Years of Heritage

Heritage travel has become one of the fastest-growing niches in the travel arena in recent years. With America250 on the horizon, heritage travelers are looking for destinations that bring our nation’s 250-year story to life. America250 celebrations give visitors the opportunity to walk in the footsteps of their ancestors including those who may have fought in the Revolutionary War. Immersive experiences including cultural paths that focus on Black history or women’s contributions also lead to personal connection.

More Ways to Lean into America’s 250th

Think big! Or not so big. There are many ways to tap into America’s 250^th anniversary energy that are creative and crowd-pleasing — at a level that works for you. Firework shows, live bands, special “250 Years” promo packages, historic walking tours, interactive, insta-worthy installations, colonial-themed cocktails, 1776-inspired menus, countdowns on social, short reels that highlight local stories, and hashtag campaigns that boost your awareness with user-generated content. America’s birthday is a bring-everyone-together moment from big cities to tiny towns — and it’s one your destination will definitely want to be a part of.

Revolutionize your marketing with the award-winning team of ş¬Đ߲ÝÉçÇř. Named 2025 Travel Marketing Agency of the Year by Hospitality Business Review, we’ll bring the bold ideas and trailblazing strategies you need to make the impact you want. Let’s talk tourism. Contact Lynn Kaniper at 609.466.9187 ext. 117.

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Event-Based Travel

No doubt about it, 2026 is going to be an eventful year — from soccer to stars and stripes. The 2026 FIFA World Cup™ is hosted across the United States, Canada and Mexico and along with it comes a fresh batch of sports-mania-based immersive experiences. Turns out a large number of us will be big fans of the future of travel, too. Expedia reports that 57% of travelers say they’re likelyto attend a local sporting event while traveling, rising to 68% among Gen Z and Millennials combined.

America’s 250^th Anniversary is another cause for celebration with everyone — from history buffs to adventure seekers — making plans to head out to revolutionary-rich landmarks, itineraries, parties and statewide star-spangled events.

If your destination is close to these soon-to-be hubs of activity, whether it’s a stadium or state park, now is the time to shine. Think special promo packages, gift store merch and restaurant-themed specials that connect to the fandom of one of the year’s latest travel trends.

Hush-pitality Getaways

Shhhhh. One of the travel trend predictions for 2026 is here, but it’s a quiet one. According to Hilton’s global research, 56% of respondents named their number one motivation for leisure travel in 2026 is to rest and recharge. It seems that calm and quiet reign supreme in the new year. Travelers are valuing their peace, marking a shift from loud, hyper-social locales and instead opting for resort-style getaways that offer silence, rest and privacy.

Ways to lean into this trend are to focus on minimalist design, nearby nature and wellness activities, spaces that encourage tranquility and hues like Pantone’s 2026 Color of the Year, Cloud Dancer.  Its soft, airy white evokes quietude, calm and a sense of unhurried space — exactly the mood hush-pitality travelers seek. Use it in interior design and branding as a signal of serenity. Brush up on more colorful insight in our blog, Pantone Color of the Year 2026: What it Means for Travel.

Salvaged Stays

Traveling in 2026 is not just about captivating views, it’s about character. Travelers are looking for rich history where they choose to rest their heads. In fact, this trend is all about rest, as in rest-oration, restored destinations and treasured parts of our collective past. Hotspots listed by Hotels.com range from a repurposed 1912-era bank building in New York to a former train station in Nashville where Al Capone once passed through and a fully operating prison originally built during the reign of King George III in 1779.

Appeal to the history-buff/architectural aficionado in would-be travelers to your destination. If you have an interesting backstory, share it via historical photos, figures associated with it, architectural features, preserved details and more.

Whycations

As we slide into 2026, the question at the top of the list is not just where you are going, but why. Meaningful travel, or the whycation, as Hilton has termed it, is all about intention. With this trend, many are choosing to take a trip to reconnect with nature, mark a personal milestone or pursue some other purpose backed by motivation. This type of travel is more about moments and less about miles. While many whycations take place across the globe, many are taken not far from home.

Reach those with “why” on the mind by highlighting purposeful experiences and small-group activities that allow for deeper interaction and reflection.

Hotel Hopping

Ok, there are a lot of reasons behind this trend of booking multiple hotels within a single destination. Hotels.com reported that for some (50%), it’s to explore more of the area they traveled to. For others (35%), it’s to rack up discounts and rewards. Many may be just following all the social buzz around this trend, which is especially popular with Gen Zers and Millennials. Whatever the reason, the surge in multiple bookings is real.

Now is the time to whip out the hop & save packages that offer discounts and perks for bookings and bundle experiences, easy to access and activate, of course. Also highlight the neighborhood and variety of adventures found near your location. With followers of this 2026 travel trend, the more the merrier.

Readaways

Bookworms and bibliophiles are on to something. Reading is relaxing. Reading is an escape from reality if only for a few hundred pages. And if you ask partakers of this trend, reading is the catalyst for a new chapter in travel spent curled up in a cozy bungalow within earshot of the ocean or a serene countryside. In fact, Vrbo reports a whopping 91% of travelers are interested in taking a trip centered around reading, relaxing and spending time with loved ones.

To get in with the well-read traveler, offer (and market!) quiet accommodations with comfy chairs, nooks and window seats with a view, as well as calming zones for reading, journaling and reflection.

Family Wellness Trips

Getaways geared toward wellness travel trends have been riding high for the last few years but have always been focused more on activities for adults. CondĂ© Nast Traveler reports that wellness trips are becoming more of a family affair this year, with parents trying to get their kids in a healthy frame of mind from a young age. We’re talking little ones, teens, even babies. This trend is multi-gen too, so grandparents can tap into the wellness vibe as well.  Yoga, exercises that focus on breathwork and core fitness programs, even beach boot camps are becoming vacay mainstays for all ages.

Now is the time to promote multi-generational wellness activities that appeal to all ages. Family nature walks, multi-level yoga or stretch classes, even family cooking and nutrition workshops keep families traveling, and getting healthier, together.

On-The-Farm Charm

ş¬Đ߲ÝÉçÇř reported on this remarkably rural trend as one to follow in 2025, and it’s still well-rooted in 2026. Vrbo reports that 84% of travelers are interested in staying on or near a farm in 2026. Nature walks, hiking, being able to interact with farm animals and harvesting produce or picking fresh fruit tip the scales for those rooted in adoration for the home-grown hospitality trend.

If your destination offers cozy cottages, barns or converted farmhouses as lodging, this 2026 travel trend is a shoo-in. Spotlight farm-to-table dining and hands-on activities. Think: collecting eggs, milking cows and apple picking. If you are located near a farm that offers authentic experiences, emphasize all the rural and rustic charm, tours, events and family-friendly options travelers can find close by before they rest their heads in one of your beds.

Tap into the top travel trends your audience is chasing with ş¬Đ߲ÝÉçÇř. Named 2025 Travel Marketing Agency of the Year by Hospitality Business Review, we’ll let you know what’s coming, what’s going and how you can get in on the action. Let’s talk tourism. Contact Lynn Kaniper at 609.466.9187 ext. 117.

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This shade — and the underlying message it sends — was met with swift . But how did Pantone arrive here? We’re pulling back the curtain to learn more about the selection process, history and what it all means for the travel industry.

How is the Pantone Color of the Year Chosen?

The annual selection process involves a team of design and color experts from around the world as well as influences that range from arts and entertainment to lifestyles and playstyles to new technologies and textures.

Laurie Pressman, vice president of the Pantone Color Institute, has explained in part, “We discuss the color psychology and color trend research, looking to connect the mood of the global zeitgeist with the corresponding color family. From there, we drill down further to identify the exact right shade.” .

History of the Pantone Color of the Year

Although now ubiquitous in design circles, the Pantone Color of the Year began as an educational program in 1999. The intent? To spark a conversation around color and its relationship to culture. Let’s take a walk back through recent picks:

2025 |

2024 |

2023 |

2022 |

2021 |

Yes, 2021 was a twofer — so was . Knowing how subjective color is, did each of these shades bring you back to that year’s unique ethos or are you seeing misses along the way? Looking around your home or office, do you see any of these hues reflected back? If so, how do they make you feel? Because that is the true power of color.

2026 Pantone Color of the Year Meaning for Travel

Separating the color from the controversy for a moment, Cloud Dancer does offer a blank canvas that allows travelers to write their own story — and that’s what the tourism and hospitality industry is all about.

Destination marketers, let that vibe be your guide to the experiences you promote this year. Approaching Cloud Dancer as “a refuge of visual cleanliness that inspires well-being and lightness” opens the door to wellness retreats, along with digital detox escapes and even silent travel.

All travel providers can incorporate the color into your website and advertising designs and across social media feeds. That could be as simple as fighting the urge to “blue up” skies in photo retouching, allowing blown-out backdrops to shine through in your imagery. When crafting new content, think about which of your offerings embody the intended spirit of Cloud Dancer and put them front and center in your messaging.

For hotels and resorts, consider your interior design as well. Think: quiet luxury, airy aesthetics and a minimalist approach with an emphasis on light-filled lobbies and crisp soft goods in guestrooms. Want to see the Color of the Year in action? Mandarin Oriental has embraced Cloud Dancer with a .

Need another splash of inspiration? This year’s — including Lemon Icing (11-0515), Nimbus Cloud (13-4108), Raindrops on Roses (11-1400), Ice Melt (13-4306), Peach Dust (12-1107), Almost Aqua (13-6006) and Orchid Tint (13-3802) — invites a dreamlike quality. Feel free to bring these hues into the mix as well.

Ready to dance? Dana is here to help you increase visitation and occupancy. As the Hospitality Business Review , we know exactly what it takes. Contact Lynn Kaniper at 609.466.9187 ext. 117 or lkaniper@danacommunications.com to start the conversation today.

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