Tell #85 - The ultimate trends for 2025 in travel and marketing
Let's into the 2025 trends, what I think will be important but also what hundreds of others think is important. And 52 things learned in 2024.
Hello,
It’s that time of year again. People make predictions, people make trends reports. Hopefully I can get my media review ready before the end of the year. But here are some of the best trends I could find, and my take on what will be important.
Best, Martin
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100+ Trends Reports for 2025
An analyst has downloaded all the trends reports for 2025 and shared a Google Drive, so you don’t have to. It’s brilliant directory that most marketing people are going to dislike as they don’t get the email addresses (more about that in my 2025 trend below). I recommend bookmarking it and checking the trends that you’re most interested in. In addition to that, they uploaded 30 of them into NotebookLLM and had them make a podcast of the summary. It is 25minutes and surely missing tons. But if you want any indication of where your content is going to be in the future this is a great one.
AUDIO SUMMARY GOOGLE DRIVE LINK
Amadeus, Ideas, travel predictions
There’s a lot of personalization predictions for 2025. I’m not convinced we will really see that in 2025, but I agree hotels need to start working on it. The problem is the same as has been for the last decade, the data management hasn’t been figured out. Nostalgia travel seems to be a thing, I don’t see why it would be more a thing than last year. Considering last year’s success, I believe there’s more to explore with Concert travel which seems to have moved quite some crowds (possibly sparked by price yielding of concert tickets in the US and UK). And Asia tourism return seems more likely in Europe than in the US right now.
AMADEUS INSIGHTS IDEAS PREDICTIONS
About me: I'm a fractional CMO for large travel technology companies helping turn them into industry leaders. I'm also the co-founder of 10minutes.news a hotel news media that is unsensational, factual and keeps hoteliers updated on the industry. Guests seem OK with AI-bots
Zendesk's survey of over 10,000 individuals from 22 countries indicates a growing expectation for AI-powered interactions in customer experiences. The survey outlines five trends for leaders to prepare for the future. Travel seems to be accepting it already, for regular interactions that would make sense, but what about the more complex interactions? Could hotels use AI to anticipate guest needs and free up staff time for more meaningful interactions?
AI CUSTOMER EXPERIENCE
Tech’s evolution to AI
An interesting chart on the evolution of enterprise software from on-premise to SaaS to AI-based systems, introducing trends like Sustainable SaaS and AI-Led go-to-market. The evolution is happening, more solutions are being created and many more will be coming now that building software is becoming easier.
SAAS TO AI EVOLUTION
Metaphor-designs
In hotels we have thosands of years of history. Bringing new guest technology poses friction. Metaphor-driven design could be a way to guide user interaction with new technologies. We need appropriate metaphors to ensure clarity and prevent misinterpretation. I believe that in the hospitality industry, metaphors could be used to make technology interfaces more intuitive, enhancing the guest experience. How might hotels use metaphor-driven design to make their tech offerings more accessible and enjoyable for guests?
DESIGN AND METAPHORS
Amazon’s Black Friday Universe a new standard for retail events?
Amazon's Black Friday Universe in Milan is an immersive pop-up store featuring themed areas and interactive experiences. This event showcases how experiential retail can create excitement and engagement. Hotels could take inspiration from this by hosting themed events or experiences that align with their brand and local culture. Could hotels create similar immersive experiences to attract guests and enhance their stay?
IMMERSIVE RETAIL EVENT
Podcast: I was invited on the Hospitality Daily Podcast and spoke about technology in hospitality, some thoughts on what wont change in hospitality, and why I co-founded 10minutes.news. Best, MartinOpinion
Marketing trends for hotel tech in 2025
As the world unveils its trends for 2025, I’ll share my own approach. Instead of obsessing over trends, I’ll focus on some strategies that are crucial for success, regardless of whether it’s new or old. Here’s a roadmap for a pragmatic marketing plan in 2025:
1. Educational Content
Education-driven content is no longer optional, but everyone else is doing it too. Quality will set you apart—this means deep insights, actionable advice, and exceptional production. Additionally, rely on paid distribution to ensure your content reaches the right audience. Organic reach alone won’t cut it.
2. Embrace (and Manage) Reviews
SaaS companies are grappling with reviews much like hotels did with TripAdvisor 20 years ago. It’s time to get over it. Reviews will define reputations, and yes, there will be a wave of fake reviews—but these too will pass (I hope). Focus on building trust by actively managing and responding to reviews.
3. Leverage the Power of Press Releases
Press releases may feel outdated, but they remain one of the most efficient ways to communicate key news succinctly. Whether announcing funding, a product launch, or milestones, use them as a practical and direct channel for important updates.
4. Reframe Trade Shows
Trade shows aren’t the prospecting gold mines they once were, but they still matter. Use them to impress, nurture existing relationships, and connect with partners. Remember, in an era where every vendor is just a click away, trade shows are about building trust and visibility—not quick lead generation, though some still happens.
5. Adapt to Declining Website Clicks
Traffic behaviors are shifting, and you’ll likely see fewer clicks on your website (see last week’s email about zero-click search). Start restructuring your metrics and KPIs now to account for non-visit engagement, such as content consumption and engagement on external platforms.
6. Rethink Lead Magnets
Asking for an email has become a heavy lift—people treat their inbox like hard currency. Explore new ways to re-engage audiences without email addresses. Interactive content, retargeting strategies, or community-building platforms could become valuable tools for staying connected without relying solely on traditional lead magnets. Be creative and think beyond the inbox. Remember the reason why you’re doing this, it isn’t to capture an email but to create a lasting impression and be able to reach out with an offer or more information.
The Bottom Line
2025 isn’t about reinventing the wheel with some AI marketing hack, but about refining what works and being adaptable. With all the tools, the AI, the spam, the trends to follow etc. Think with “first principles” of marketing. What are you actually trying to achieve?, why is it important?, the tool and method is secondary.
