We have some GIANT news to share!
Today marks the official launch of our 2025 Giant Trends Report, the first of what we hope will be many more to come!
Just like with our podcast, this report was a true cross-departmental collaboration. It wouldn’t have been possible without the dedication and hard work of some incredible individuals who went above and beyond to bring this project to life.
- Anna Tucker
- Jada Seaman
- Jeff Coleman
- Lisa Gaertner
- Lizzy Bakhaus
- Lucia Peraza
- Mary Grace Granados
- Rachel Maynard
- Shawn Kruggel
- Stefani Billings
This report reveals a dramatic shift in consumer behavior towards leisure travel that includes new priorities and a changing decision-making process. As stated in the report, this behavior has the potential to forever change destination marketing and force destination storytellers to rethink the way they attract, engage and convert consumers.
Designed as a resource to navigate these shifts, the 2025 Giant Trends Report builds actionable messaging out of dozens of disparate travel trends and offers recommendations for crafting a unified brand story for leisure travelers with such diverse needs, wants, and goals.
Included in the report are:
- Four trend trajectories that unite 30-plus disparate travel trends
- Four giant trends to guide brand storytellers
- Four storytelling opportunities to engage audiences
The 2025 Giant Trends Report for travel and tourism is available for download at this link:
