Looking Ahead: Top Five Fall Travel Trends PR Pros Should Keep Their Eyes On

Marissa Grootes via Unsplash

Author: Lexi Kirkland

With summer 2023 solidifying itself as a travel blockbuster hit, many hospitality PR pros might be wondering what’s in store for the travel industry as we look ahead to fall. And after a roaring start this summer, we're seeing little to no signs of a travel slowdown next season.  

See below for the top five travel trends expected to dominate and make headlines as we continue into the third quarter of the year and the beginning of the fall season.  

1. Travel trends to-date show Americans plan to continue traveling more in 2023. Despite continuing inflation, mass layoffs and a potential recession impacting households, travel intentions and plans show no warnings of slowing down. According to a recent study by Forbes Advisor, a resounding 87 percent of survey respondents expect to travel at least as much as they did in the prior year, with 49 percent selecting that they expect to travel more. All types of trips remain popular going into the second half of the year, but visiting with friends and family leads the list. Road trips, beach vacations and travel to celebrate life events and milestones are also popular vacation options. And, as a result of inflation, most respondents plan to travel during a destination’s low or off-season. For example, Europe’s off-season typically runs between November and March; Florida and the Caribbean runs from June through November (which is also its hurricane season); and New Orleans runs from December to January, while Cape Cod runs during the period between October and November.  

2. While domestic travel has been strong for quite some time, data shows more Americans are traveling overseas. Delta Airlines set a record for international revenue in the second quarter, while American Airlines said passenger revenue from international travel rose nearly 22 percent from the same quarter last year. American, Delta and United also say they expect the good times to continue into the fall. And while demand for European travel in the fall typically declines, experts predict for it to remain unseasonably high.  

3. Destination marketing organizations (DMOs) head to Threads as a Twitter alternative. Twitter has increasingly lost its relevance as a tourism marketing tool over the past few months as DMOs have rushed to join Meta’s Threads and are gaining followers fast. Destination Toronto, Visit Orlando, Visit Utah and many others have already signed up. The destination brands have also been able to grow their audiences quickly on the new platform due to the vast reach of Threads’ parent company Meta. Posting activity has shown to be uneven, though. While some DMOs have posted regularly, others have not made their official debut. Threads also doesn’t offer advertising at the moment, so experts predict any strategies they might develop for the platform will depend on its evolution. Either way, the migration of DMOs from Twitter to Threads is only expected to continue growing. 

4. LGBTQ+ travelers are increasingly making travel decisions based on research about a destination and experience providers’ policies. According to a survey by Proud Experiences, queer travelers spend an average of 33 percent more on their luxury trips than their straight counterparts. And this fall, they are putting more emphasis on personal safety, a welcoming experience and actively supporting their local gay population when selecting a travel destination. With the gradual rollout of anti-LGBTQ legislation in some U.S. markets, many members of the community may feel more apprehensive about traveling to other domestic cities or countries where laws are already stricter. LGBTQ+ organizations, online communities and travel agencies are recommending the following destinations to consider for an inclusive, safe and culture-exploring getaway: London; Buenos Aires, Argentina; Mykonos, Greece; Amsterdam; Bali, Indonesia; Sitges, Spain; and Curaçao.  

5. With climate change at the forefront of travel news this summer, impact travel will continue to remain a priority. According to the 2022 Impact Tourism Report by Kind Traveler, 96 percent of travelers responded that it’s important their tourism dollars make a positive impact on the communities they visit and the environment. Coupled with the climate crisis ravaging Europe and facing international travelers this summer, sustainable tourism is expected to increase into the fall. Experts predict this likely means radically reshaping our relationship with summer getaways in Europe, the fastest-warming continent, resulting in travelers looking to make their trips as eco-friendly as possible and potentially changing ideal travel seasons.