Five Emerging Trends Transforming Tourism

The tourism sector is evolving rapidly, driven by shifts that emphasize sustainability, authenticity, advanced technology, and new ways to experience travel. These five emerging trends are leading this transformation, offering travelers and tourism professionals fresh horizons to explore and communicate.

1. Alternative and Less Crowded Destinations

Travelers increasingly seek to escape the crowds and discover unique experiences in less saturated destinations. This trend meets the demand for genuine connection with the environment and aims to avoid overtourism, promoting equitable and sustainable tourism.

Some compelling examples include the Amazon and Pantanal in Brazil, rich in biodiversity and ideal for conscious ecotourism, and Kuelap in Peru, an archaeological site less visited than Machu Picchu that offers a living ancestral culture. In Iceland, Akureyri provides a peaceful alternative to more visited cities, surrounded by pristine nature, while Indonesia's Sumba offers authentic beaches and culture in contrast to crowded Bali. Asia also presents Penang in Malaysia with its colonial heritage and diverse gastronomy, and Greece's Koufonisia, a tranquil island with crystal-clear beaches away from the mass tourism of the Cyclades.

This geographical variety enriches the offer, connecting with travelers who value sustainable and authentic experiences.

2. Cultural Immersion Tourism

Travelers seek deep experiences that connect them with local culture, gastronomy, and daily life. Over 70% of young travelers, especially millennials and Gen Z, prefer to interact with communities and participate in festivals, cooking classes, or traditional activities that make travel meaningful and authentic.

Iconic destinations fostering this conscious tourism include France, Italy, Spain, Turkey, Mexico, and Japan. Places where history and cultural heritage take center stage.

3. More Conscious and Sustainable Tourism

Demand for responsible travel that minimizes environmental and social impact continues to rise. Growing modalities such as botanical tourism, birdwatching, and regenerative tourism aim to leave positive impacts on the visited sites.

Leading companies driving this transformation include Lindblad Expeditions, which specializes in scientific ecotourism with expeditions to remote areas like Antarctica, and Intrepid Travel, which promotes small group trips with local guides, environmental care, and community empowerment.

This approach encourages conservation and social justice, keys to the future of tourism.

4. Advanced Use of Technology in Tourism and Hospitality

Artificial intelligence (AI), automation, and real-time personalization are revolutionizing the tourist experience and hotel management.

Companies like Canary Technologies are leading this transformation by using AI to optimize resources and predictive maintenance in hotels, partnering with major chains including Marriott, Four Seasons, IHG, and Starwood. The increasing use of AI to personalize guest experiences, improve energy efficiency, and automate services represents one of the key trends shaping 2025.

Digitalization enhances comfort, sustainability, and operational efficiency in the sector.

5. New Ways of Traveling

Emerging travel styles prioritize wellbeing, authenticity, and sustainability, reflecting changing traveler profiles and motivations. These include MeMooners, young women traveling solo seeking enriching and safe experiences, and Silent and Slow Tourism, which emphasizes conscious, unhurried enjoyment of destinations. Regenerative Tourism focuses on trips that actively contribute to restoring natural and social environments, while Workcation combines remote work with leisure stays. Seasonal Decongestion encourages traveling off-peak to enjoy more genuine and less impactful visits, and Wellness 360º encompasses activities promoting physical, mental, and emotional health through natural resources and holistic therapies.

These trends reflect tourism's transformation into a more conscious, technological, and wellbeing-oriented model. Embracing them is essential for professionals and travelers aiming to contribute positively and experience meaningful journeys.

If you need professional support to design marketing strategies that leverage these trends, I would be happy to help you take the next step.

Marian Gomez


Marian Gomez Consulting
Fractional Chief Marketing Officer & Strategy Consultant
Boutique Agency | Hospitality, Tourism & Wellness Industry
www.mariangomez.com

Strategic Pause: Leading with Soul

The Paradox of Slowing Down to Move Forward

We live immersed in a culture that glorifies speed. In business, this translates into quick decisions, packed agendas, and a constant sense of urgency. But what if taking a pause was precisely the most strategic act we could allow ourselves? In this article, we'll explore how stopping, breathing, and reflecting can become a real competitive advantage in today's leadership landscape.

The Hidden Power of the Strategic Pause

Marcus Aurelius wrote in his Meditations: "Retreat into yourself. Within you lies a source of good, always ready to spring forth if you know where to look." This invitation to look inward isn't just a philosophical practice; it's also a powerful leadership tool.

Taking a moment to think before reacting and to feel before deciding can prevent mistakes, unlock innovative ideas, and strengthen teams. In my experience working with brands and leaders, I've seen how rushing often clouds strategic vision. The pause, instead, creates space for deeper questions: Is what we're about to do aligned with our purpose? Are we reacting or acting with intention?

The Science Behind Mindful Leadership

Research increasingly supports what ancient wisdom has taught for centuries. A 2019 Harvard Business Review study found that leaders who practice mindfulness and intentional pausing demonstrate:

• 22% higher leadership effectiveness scores

• Teams with 19% lower turnover rates

• Better decision-making under pressure

These benefits stem not from avoiding action, but from creating the mental space needed for clearer, more purposeful direction.

Practical Applications for Today's Leaders

Leading from the pause doesn't mean halting progress—it means guiding it with greater clarity. Here are concrete ways to integrate this idea into your daily leadership practice:

Conscious Breaks Between Meetings: Especially after sessions where you've been presenting, explaining, problem-solving, or brainstorming, try taking at least 15 minutes between meetings to rest both mind and body.

• Strategic Journaling. Set aside time to note ideas, doubts, or intuitions at the end of the day. Not everything needs to be resolved in the moment—sometimes the best insights emerge when given space to breathe.

• Mindful Walks. Take walks without your phone, allowing your mind to breathe alongside your body. Some of the most significant breakthroughs come during these moments of apparent "non-productivity."

• Structured Reflection Time. Schedule weekly blocks of uninterrupted thinking time. Protect these moments as you would your most important meetings—because they are.

These practices aren't a luxury; they're an investment in clarity, focus, and mental well-being that pays dividends in better leadership decisions.

The Pause That Transformed a Company

One client we worked with—the CEO of a mid-sized firm—was facing burnout and making increasingly reactive decisions. After implementing structured pause practices, including a mandatory "think day" each month and 10-minute buffers between all meetings, the results were remarkable:

• Employee satisfaction scores increased by 27%

• The executive team reported higher quality strategic decisions

• The company launched their most successful product to date—one conceptualized during a deliberate pause session

Leading with Soul in a Speed-Obsessed World

The pause isn't a distraction—it's a direction. Leading from the pause means leading with soul, purpose, and humanity. In a world that's constantly running, perhaps the bravest thing is to stop for a moment and reconnect with what's essential.

What about you? Where can you make a pause today to reconnect with what truly matters in your leadership journey?

*About us: Marian Gomez Consulting helps leaders and organizations find their authentic purpose and translate it into meaningful action. Discover more insights at www.mariangomez.com

STOP WASTING MONEY ON TECH: WHY YOUR HOSPITALITY BRAND NEEDS A SMARTER APPROACH

"We need a new app!" "Let us implement AI!" Sound familiar? While luxury properties rush to digitalize everything, they are missing a crucial truth: technology alone will not save your customer service. After witnessing countless failed digital transformations across three continents, I have learned that success lies in a counterintuitive approach.

The Million-Dollar Mistake

Recently, a luxury resort spent $2 million on the latest tech stack. Their guest satisfaction? Dropped 20%. Meanwhile, a boutique hotel investing just $50,000 in strategic customer service tools saw their repeat bookings soar. The difference was not in the size of investment – it was in understanding a simple truth: technology should help people, not replace them.

The "Luxury" Trap

Let us talk about the elephant in the luxury hospitality sector: repeatedly calling yourself "luxury" does not make you luxury. I have seen this firsthand while recently developing brand identities for a luxury hospitality holding in Southeast Asia that was obsessed with the term "luxury hotel, luxury resort." Their reasoning? Beautiful architecture. And while memorable and distinguished design should align with luxury brand identity, it is merely the stage, not the performance in today's luxury or premium hospitality market.

During my tenure as Marketing Director at one of the major hospitality corporations, this was a constant topic in our executive meetings. We all took detailed notes about technological innovations and design upgrades, yet time and again, the human factor proved to be our most valuable asset. I vividly remember witnessing a simple yet powerful moment: our restaurant manager greeting a returning guest, mentioning she had missed seeing them lately and asking about their wellbeing. The way the guest's face lit up with genuine joy - that moment of pure human connection - is something no a nice design or technology could ever replicate.

When Simple Creates Extraordinary

Just today, I received a personal note from a delivery driver. Without realizing the impact of his gesture, his natural customer service created an exceptional customer experience. These authentic moments of human connection are not the result of complex systems or expensive training programs - they come from empowering people to be genuinely themselves while delivering exceptional experiences others.

This is why the most innovative hotels and wellness brands are not just implementing systems to track guest preferences - they are creating unique experiences where human connection is everything. From personalized wellness journeys guided by dedicated healers to curated cultural experiences led by local experts, these properties understand that technology should enhance, not replace, these meaningful human interactions. While a smart system might remember a guest's preferred massage pressure, it is the therapist's intuitive understanding and genuine care that transforms a simple treatment into a memorable wellness journey.

A stunning luxury property without exceptional service is nothing more than an expensive photo opportunity - essentially a museum where guests capture content for social media. True luxury hospitality in 2024 is not defined by your Instagram-worthy infinity pool or your Michelin-star restaurant (though these elements should be part of your premium brand promise). Real luxury manifests when your front desk manager remembers a guest's daughter is allergic to strawberries six months after their last stay. It is about creating those "how did they know?" moments in luxury service that no AI or technology can replicate.

What is Really Happening in Luxury Hospitality?

Guests are not choosing your property for your fancy chatbot. A recent client learned this the hard way after investing in an AI-powered guest experience platform. Their most common guest feedback? "Can we just talk to a real person?"

• Let your staff be human. Use tech to handle mundane tasks, freeing them to create real connections
• Stop forcing guests to download another app. Instead, empower your team with guest insights
• Forget robot butlers. Focus on tools that enhance human interaction
• Simple systems that track guest preferences


Real Talk: A Tale of Two Properties

A luxury resort installed a state-of-the-art digital concierge system. Cost? $300,000. Usage rate? 10%. Meanwhile, their competitor invested in training staff to use a simple guest preference tracking system. Result? 40% increase in repeat bookings and glowing reviews about "personalized service."

1. Audit your current tech stack. How much is actually enhancing guest experience vs. complicating it?
2. Ask your staff what tools would actually help them connect with guests
3. Look for friction points in guest service – solve these with human-centric solutions first
4. Invest in training before technology

Your guests are not impressed by your chatbot's AI capabilities. They are impressed by the staff member who remembered their coffee preference from their last stay six months ago. That is not rocket science – it is smart hospitality.

What is Next?

Ready to stop wasting money on flashy tech and start investing in what actually works? Let us talk about creating a customer service strategy that combines the right technology with the irreplaceable power of human connection.

The real digital transformation is not about having the latest tech – it is about using the right tools to let your people shine. And the best part? It probably costs less than that app you were thinking about developing.

Ready for a reality check on your hospitality strategy? Let us have a conversation about what your property really needs.

Schedule a Consultation