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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 help travel brands tell unforgettable stories that connect with tourists, travelers, and economic development stakeholders alike.

To create this report, we monitored the latest shifts in travel behavior and destination marketing. By identifying emerging patterns and themes, we’ve gathered the narrative insights tourism brands need to reach their audiences, inspire action, and drive results.

Fill out the request form to access the report now.


Giant Trends in K-12 Education

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About Medium Giant

Our sister company is The Dallas Morning News, an iconic institution with 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.

We use insightful strategy, compelling creative, deliberate media choices, and customer experience best practices to tell better brand stories and create emotional connections that drive action.