10 US Media Trends Every Travel Brand Needs to Know

The US remains one of the world's most influential outbound travel markets, but it's also one of the hardest to crack.

Earlier this year, we wrote about why breaking into the US market takes far more than simply sending press releases across the Atlantic. Relationships matter. Regional nuances matter. Most importantly, understanding what US editors actually want matters.

To put that into practice, we launched our first-ever Lemongrass US Media Roadshow, meeting with more than 85 travel editors and journalists across our Roadshow month. 

The conversations went far beyond individual client pitches. They revealed a US travel media landscape that's changing rapidly, from the stories editors commission to the destinations capturing attention and the types of travel experiences readers are actively seeking.

Here are the biggest trends shaping US travel media right now, and how travel brands can respond.

One of the most exciting shifts in the US media landscape is the rise of smaller, highly focused travel publications.

While major national titles remain hugely important, many journalists spoke about the value of more niche publications with loyal, engaged audiences. These outlets often have more space for in-depth storytelling, bigger word counts for commissioned features and a clearer sense of exactly who they are speaking to.

For travel brands, this matters. Monthly readers and circulation are no longer the only measures of editorial value. A smaller publication with a highly targeted audience can often deliver stronger relevance, deeper engagement and more meaningful storytelling than a broad-reach outlet where a destination or hotel is only briefly mentioned.

This is also creating more opportunities for brands with stories to tell. New publications are emerging across food, design, adventure, wellness, culture and luxury travel, giving journalists more room to explore destinations in a thoughtful and original way.

What this means for brands

• Look beyond headline circulation figures.
• Prioritise audience relevance and editorial fit.
• Value depth of coverage as much as reach.
• Build relationships with emerging titles early.

This is by far the biggest shift.

Beautiful hotels and bucket-list destinations are no longer enough to earn coverage. Journalists consistently told us they are looking for stories with people at their heart, whether that's founders, local communities, artisans, conservationists or cultural traditions. Increasingly, hotels are becoming the backdrop to a much bigger narrative about place, purpose and people.

What this means for brands

• Look beyond your facilities and uncover the story that makes your brand truly unique. What experiences, perspectives, relationships, or opportunities can your brand provide that no one else can?
• Consider how your hotel or destination connects to its local community, culture, history or landscape.
• Position your property as part of a wider story, rather than the story itself.

US editors receive hundreds of travel pitches every week, making timeliness more important than ever. New flight routes, hotel openings, anniversaries, festivals, cultural events and product launches all provide a compelling reason for journalists to cover a destination today rather than six months ago.

What this means for brands

• Build campaigns around genuine moments of news.
• Plan PR calendars around openings, anniversaries and events.
• Never pitch without a clear news hook.

Despite economic uncertainty, journalists consistently told us that Europe continues to perform strongly with American audiences. However, travellers are looking beyond the traditional hotspots towards destinations that are culturally rich and offer better value.

Countries including Portugal, Hungary and Scandinavia repeatedly came up as destinations attracting growing editorial interest.

What this means for brands

• Focus on real traveller experiences over iconic landmarks.
• Highlight culture, local life and distinctive experiences.
• Avoid generic destination messaging.

One of the strongest recurring themes was the importance of airline connectivity. New direct routes, easier access and shorter journey times are increasingly becoming stories in their own right.

Several journalists specifically asked for airline quotes and route announcements alongside destination information.

What this means for brands

• Include flight information in every US pitch.
• Highlight new routes whenever possible.
• Show how easy it is for Americans to visit.

American travellers remain willing to spend on travel, but they're becoming far more discerning about where they spend it.

Journalists repeatedly said readers aren't searching for the cheapest holiday. Instead, they're looking for experiences that genuinely justify the investment, whether that's through distinctive accommodation, exceptional service or meaningful experiences.

What this means for brands

• Talk about value rather than discounts.
• Focus on memorable experiences.
• Demonstrate what travellers gain, not just what they spend.

Sustainability remains an important consideration for US travel media, but journalists are becoming increasingly selective about how it's presented. 

Rather than leading with broad environmental claims, editors are looking for brands that demonstrate responsible practices naturally through the wider story, whether that's conservation, community partnerships, local sourcing or regenerative tourism. The strongest pitches show sustainability in action, rather than relying on generic messaging or credentials.

What this means for brands

• Let sustainability strengthen your story, rather than being the story itself.
• Show real examples of positive impact through people, place and experiences.
• Avoid generic sustainability language and let your actions speak for themselves.

Adventure travel continues to grow, but the emphasis has shifted towards experiences that feel accessible rather than intimidating. 

Throughout the roadshow, wildlife was a favoured theme in our meetings, alongside hiking, paddleboarding, walking holidays and outdoor exploration. These experiences appealed particularly to families, older travellers and first-time adventure travellers. 

What this means for brands

• Make adventure feel inclusive.
• Showcase experiences for all abilities.
• Focus on exploration over adrenaline.

As editorial teams become smaller and competition for commissions increases, first-hand storytelling is becoming increasingly valuable. 

Editors are prioritising original reporting, personal experiences and genuine photography over generic destination round-ups. Several journalists also told us that publishers are increasingly encouraging writers to capture content on their smartphones, helping demonstrate that a destination has been genuinely experienced rather than heavily curated. In an era of AI-generated content, audiences are placing greater value on human perspectives that feel credible and real.

What this means for brands

• Create memorable press trip experiences that generate great stories.
• Allow journalists time to explore independently and document their own experiences.
• Invest in genuine storytelling rather than overly curated itineraries or imagery.

Perhaps the biggest takeaway from our roadshow wasn't a travel trend at all.

Despite advances in AI, digital pitching and evolving media consumption, success in the US market still comes down to relationships. Face-to-face conversations remain invaluable for understanding editorial priorities, uncovering emerging trends and building trust with journalists over time.

One of the biggest differences in the US market is that it's the norm for journalists to travel without a confirmed commission. In fact, travelling on spec is far more common than travelling with an assignment already in place. Combined with the continued rise of freelancers, this means a single trip can generate multiple stories across different publications. While this creates greater opportunities for coverage, it also comes with less certainty. Without a guaranteed commission, brands need confidence that journalists will find the right homes for their stories – and that confidence is built through strong, long-term relationships.

For travel brands, this requires a different mindset. Hosting journalists without confirmed commissions is an accepted and often necessary part of engaging with the US media landscape. Rather than focusing solely on guaranteed coverage from individual trips, investing in trusted relationships continues to be one of the most effective ways to build long-term visibility and unlock broader editorial opportunities.

What this means for brands

• Invest in long-term relationships with journalists and editors.
• Recognise that trust is especially important in a market where travel often takes place without confirmed commissions.
• See freelancers as an opportunity to generate multiple pieces of coverage from a single trip.
• Build trust before asking for coverage.

One thing became clear across every meeting from the US Roadshow: US travel media is evolving rapidly, but the fundamentals remain the same. Journalists are looking for stories with substance, destinations with purpose and brands that understand their audiences. By combining strong editorial storytelling with timely news hooks, meaningful experiences and genuine relationship building, travel brands will be best placed to cut through in one of the world's most competitive media markets.

The travel media landscape is constantly evolving, and understanding what journalists want is the key to standing out. As these trends continue to shape the stories that get commissioned, there's a real opportunity for travel brands to adapt their messaging, sharpen their storytelling and build stronger relationships with the media that matter.

Work with Lemongrass to stay ahead of industry shifts, uncover opportunities and create campaigns that resonate with US audiences.

Get in touch with Lemongrass today.