WHY 2025 IS A DEFINING MOMENT FOR TRAVEL - AND HOW THE SMARTEST BRANDS ARE GETTING AHEAD
The world is traveling again—intentionally, thoughtfully, and with a whole new set of expectations.
According to the newly released 2025 Adventure Travel Trends & Insights report from the Adventure Travel Trade Association (ATTA) and Deloitte’s 2025 Travel Industry Outlook, one thing is clear: travel in 2025 isn’t just about going places—it’s about becoming someone new while you’re there.
For travel brands, this is an important moment, and key strategic shifts must happen, including real insight, cultural fluency, and strategy born from what’s next, not just what’s now.
The New Adventure Traveler: Purposeful, Digital, and Deeply Discerning
The ATTA report describes today’s traveler as someone craving transformation, connection, and purpose. Think: soul-expanding hikes, meaningful community encounters, and itineraries designed to change how people see the world—and themselves.
But here’s the twist: They still want this to be Instagram-worthy. They want to share it and for the content to actually means something.
What that means for travel brands is a shift from selling experiences to telling stories that reflect values. Travelers want to see brands that care—about the planet, about people, about culture. And they want that story told through creators and media they trust.
“Laptop Lugging” Is the New Lifestyle
Deloitte’s report calls it out plainly: remote work has redefined how and why we travel. More than half of travelers are now combining work and leisure—what we’re calling the “workcation wave.” They’re booking longer stays, chasing stronger Wi-Fi (and better views), and building routines that include both Zoom calls and jungle hikes.
For travel brands, this is a golden opportunity, and it takes nuanced storytelling to show that your resort, destination, or experience caters to this growing group. It means partnering with the right creators—those who don’t just post pretty pictures, but who live this lifestyle and can authentically share why your property or tour makes their work/life blend seamless.
At Zapwater, we’re already leading this charge—creating remote-worker-focused video content, generating global press interest in under-the-radar "Zoom-from-paradise" destinations, and launching branded editorial series that merge productivity and play.
Sustainability Is No Longer a Differentiator—It’s a Baseline
ATTA’s report puts it simply: if your brand isn’t operating sustainably, you’re not even in the conversation anymore.
Today’s traveler wants to know where their money is going. Is your experience locally led? Does it minimize its environmental footprint? Are you contributing positively to the culture and economy you’re operating in?
We help our clients not only answer these questions—but spotlight the answers in ways that resonate. That means crafting thoughtful founder stories, generating editorial coverage around eco-impact, and helping influencers share behind-the-scenes content that showcases the real people and partnerships behind the experience.
In 2025, transparency is the new trust currency.
Budgets Are Tight—But Demand Is High
Deloitte also reminds us that travelers are watching their spending—but they’re not giving up their trips. Instead, they’re seeking smarter, more meaningful, and often off-season or off-the-beaten-path adventures.
The opportunity here is immense—if you’re positioned right. Are you showing the value of what you offer, or just listing the price? Are you educating your audience on what makes you worth it?
This is where strategic messaging, creative content, and tactical media planning come together. We specialize in crafting content campaigns that translate “good value” into bookable desire. Think: “Epic 4-Day Adventure for Under $800” influencer reels, evergreen SEO stories about shoulder season gems, and email journeys that spark FOMO and bookings.
So What’s Next?
It’s not enough to stay on top of trends. Brands need partners who know how to translate those insights into smart, buzz-worthy campaigns that get real results.
At Zapwater, we don’t just follow trends—we help shape them. Our team is built from PR strategists, digital creatives, and influencer specialists who live and breathe travel. We’ve sat in press briefings, hiked the trails with creators, and launched campaigns that took brands from hidden gem to bucket-list staple.
In 2025, the brands that win aren’t just going places. They’re the ones who understand why we go, what we crave, and how to reach people in the moments that matter.