A global look at what motivates travelers in 2025, featuring fresh insights, emerging personas, and strategic takeaways for destination marketers.
RENO, Nev. (May 22, 2025) — The Abbi Agency, a Nevada-based full-service marketing agency, has launched its newly updated and expanded 2025 edition of Navigating the Traveler’s Mindset, a forward-looking travel e-book designed to help brands anticipate the needs, emotions, and behaviors of modern travelers.
First released in 2024, the e-book has become a go-to resource for destinations, resorts and hospitality brands navigating rapid industry change. The 2025 edition offers new research-backed insights, emerging trend analysis, and global consumer behavior data.
“Travelers aren’t just booking getaways, they’re making values-based decisions and seeking healing, connection, and purpose through their travels,” said Abbi Whitaker, Co-Founder and CEO of The Abbi Agency. “Our new traveler’s mindset report helps brands stay ahead of what’s next, so they can build campaigns rooted in emotional intelligence, cultural relevance and bold creative.”
The 2025 edition includes information on:
- The top trends shaping travel in 2025
- Insights into the habits, values, and platforms that drive each generation
- How to future-proof your marketing during economic shifts
- SEO strategies and search behavior tips tailored for travel
- Narrative techniques that turn bystanders into believers
- A real talk look at AI: where it’s useful, where it’s risky
- How to embed sustainability and localism into your brand in meaningful ways
Each topic is accompanied by marketing takeaways, real-world case studies and campaign insights gathered from The Abbi Agency’s award-winning work with destinations across the U.S. including New Mexico Tourism Department, Visit Carmel, Aramark Destinations, Edgewood Tahoe Resort, Visit Morro Bay, Explore Murrieta, White Pine County Tourism, among others.
Brass Tacks, The Abbi Agency’s UK-based sister agency and partner in international tourism strategy, brings in global intelligence and contributes perspectives on emerging travel behaviors across the UK and Europe, helping our destinations prepare for cross-continental traveler expectations and behavior shifts.
The Abbi Agency is known for fusing strategy, creativity and data to develop campaigns that move people, whether it’s redefining luxury in Lake Tahoe, building resilience messaging in post-fire New Mexico, or elevating culinary tourism along California’s coast.
The 2025 e-book is available now as a free download at: theabbiagency.com/travelers-mindset-e-book. For more information on The Abbi Agency and their work as an integrated marketing agency, visit www.theabbiagency.com.
About The Abbi Agency
The Abbi Agency (TAA) is an outcome-obsessed, full-service agency that builds brands, shifts perceptions and inspires action. Working with world-class travel destinations, national health initiatives and Fortune 500 heavyweights, TAA generates movements that cannot be ignored. The agency is proudly headquartered in Nevada with offices in Las Vegas, Reno and Helena, Montana, powered by a team that hails from all corners of the globe. As a certified B Corporation, TAA is guided by the foundational mission of “Be Bold. Be Boundary Breaking. Be Big Hearted.” Since the company’s early days, each team member has thought differently, acted differently and believed that an agency can reach higher by moving beyond the tired practices of the past. TAA works in a variety of industry sectors, from tech, travel and education, to healthcare and beyond. Recently named Advertising Agency of the Year by the American Advertising Federation’s (AAF) Western Region Best of the West Media Awards and Bulldog PR’s Midsize Agency of the Year, the agency excels in creating award-winning integrated marketing campaigns for clients, including Visit Carmel, Carnival Cruise Line, Aramark Destinations, the Yosemite Conservancy, Google, Tesla, Edgewood Tahoe, Nevada Health Link, Travel Nevada and many more. Learn more at theabbiagency.com.