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2025 Giant Trends in Travel

The 2025 Giant Trends report points to a dramatic shift in consumer behavior toward leisure travel – behavior that could forever change destination marketing as we know it.

To convert this new leisure traveler, brand storytellers must be prepared to address new consumer behaviors, new priorities, and a changing decision-making process.

Medium Giant’s “Giant Trends” report analyzes consumer behavior through the eyes of a storyteller. We believe that Giant Trends can help DMOs build the type of brand stories they need to thrive in the new travel reality. 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


Find Giant Trends, Tell Giant Stories

We grow travel industry brands through powerful storytelling, storytelling that sticks in the hearts and minds of your tourism and economic development prospects.

As storytellers, we keep a close watch on industry trends that can affect our tourism clients. We look for common themes that provide storytellers with the narrative building blocks they need to craft brand stories that attract, engage, and convert. That is the end goal of this report.

Provide your information to access the report.


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About Medium Giant

Our parent organization has a 140-year history of telling stories that help people make sense of the world. Storytelling is in our DNA. We know how to invite people into a powerful narrative and enrich their brand experience with stories that stick in their hearts and minds.

Over the years, Medium Giant has amassed a diverse portfolio of clients spanning the country, from bustling urban centers to quaint rural communities. We’ve earned a reputation for strategic thinking, creative vision, and unwavering commitment to client satisfaction and growth.

Our stories create emotional connections that drive action. We do that through our brand strategy, creative, media choices, and website user CX. Everything we do is designed to help destinations tell a better brand story.

Curious about what we can do for you?