đ Hospitality Marketing Summer Trends 2025
Discover the key trends reshaping hospitality marketing this summerâplus actionable strategies for hotels, restaurants, and foodservice.
đ Welcome to this Week's Newsletter
Are you ready to transform your business and capitalise on emerging trends in hospitality marketing this summer? According to Statista, the global hospitality industry is expected to grow by $1.2 trillion in 2025, driven largely by innovative marketing strategies and enhanced customer experiences. The next few months could be crucial in setting your business apart from the competition.
Itâs been a while since we last connected, and I wanted to share something personal. Over the past few months, Iâve been adjusting to life with a functional neurological disorder (FND). Itâs slowed me down in ways I didnât expect. Due to the unpredictable nature of this condition, I can no longer take on client projects (aside from audits), as I donât know how well Iâll feel from day to day, or even hour to hour. Consequently, my schedule is now limited to desk-based work.
Having taken the time to reflect on my next steps, the answer was clear: Iâll focus on this newsletter to share my passion for hospitality and support businesses like yours in driving growth. So, Iâm back, ready with fresh insights and practical strategies designed to boost your bottom line and brand equity.
This edition is complimentary as a thank you for your support while Iâve been away. Today, Iâm breaking down the top hospitality marketing trends for Summer 2025, starting with the ones your business can implement immediately.
Letâs Check In â
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đ Experiences Sell. Discounts Donât. Hereâs Why.
This summer, consumers prioritise experiences that create lasting memories. Despite the cost-of-living crisis, Gen Z and Millennials are moving away from deep discounts, instead seeking immersive, meaningful experiences that justify the investment. While 29% still look for deals, many associate discounts are of lower quality and have reduced trust.
Hotels can attract guests by offering private dining options and exclusive off-peak packages for memorable experiences. Similarly, restaurants are moving towards curated set menus and experiential dining, prioritising quality and value over mere price reductions. According to the AMEX 2025 Global Travel Trends Report, 77% of Millennials and Gen Z travellers want experiences over cost, making bundled offerings more attractive than standalone meals. Skift agrees, reporting that younger travellers prioritise authenticity, cultural connections, and environmental consciousness in their experiences.
Hotels and restaurants that curate exclusive, immersive experiences are seeing higher margins, stronger demand, and repeat business.
And itâs not just individual travellersâthis shift is reshaping group bookings too. Multi-generational trips, corporate retreats, and milestone celebrations drive demand for premium, experience-led hospitality.
đ¨âđŠâđ§âđŚ Group Bookings Premium Experiences Driving Higher Margins
Multi-generational travel, corporate retreats, and private events drive higher-margin group bookings, with 58% of Millennials and Gen Z parents planning extended family trips this year. Corporate teams also prioritise destination-based retreats over traditional conference settings, increasing demand for premium venues with curated experiences.
Hotels that bundle private-use spaces, tailored itineraries, and premium add-ons secure larger bookings and stronger profitability. Restaurants can capture high-spending groups through private dining, themed experiences, and bespoke event menus that create exclusivity and increase per-head revenue.
With demand rising, group bookings arenât just filling spaceâtheyâre a key driver of higher revenue and repeat business for operators who position themselves strategically.
However, as hospitality brands compete for these high-value guests, another factor is reshaping consumer decisions: authentic sustainability.
â
Greenwashing is Out, Silent Sustainability is In
Sustainability claims are everywhere, but guestsâespecially Gen Z and Millennialsâare increasingly sceptical. While 70% want greener menus and 32% are willing to pay more for sustainable options, they demand proof, not marketing slogans.
This shift is forcing brands to rethink their approach. In 2024, the Netherlands' Authority for Consumers and Markets (ACM) ruled Booking.com's sustainability rankings "possibly misleading," leading the company to discontinue its âTravel Sustainableâ program. Itâs a clear signal: greenwashing doesnât just damage trustâit carries real consequences.
Hospitality brands are adopting âsilent sustainability,â prioritising real impact over flashy campaigns. Plant-based seasonal menus, partnerships with local suppliers, and visible water reduction efforts are now standard. Hotels are using QR codes in rooms and on menus to guide guests to transparent eco-credential pages detailing their sustainability initiatives.
âQuiet luxuryâ is reshaping expectations as younger, high-spending travellers seek authenticity and environmental awareness. This trend supports the growth of wellness retreats and eco-tourism, where sustainability is integral to the guest experience.
The takeaway? Genuine actionânot bold claimsâis what builds guest loyalty in 2025.
But sustainability isnât the only shift reshaping guest expectations. Sports and concerts drive record demand, creating new revenue opportunities for hotels and restaurants that know how to capitalise on them.
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đď¸ Maximising Hospitality Demand Through Major Events
Global sports tourism and large-scale music events are some of the biggest revenue drivers for hospitality, creating significant spikes in bookings, dining, and local spending. The global sports tourism market alone is projected to grow by $701.6 billion from 2025 to 2029 at a CAGR of 12.9%.
Events like The World Cup, Formula 1 races, and Wimbledon consistently drive hotel occupancy, as seen during the 2024 Australian Grand Prix when Melbourne's hotels reached 90.5%. Major concerts, such as Taylor Swift's Eras Tour, also boost local economies, with her six-date residency in Los Angeles generating a $320 million increase in the county's GDP.
It's not just accommodation that benefitsârestaurants, bars, and foodservice businesses also experience increased demand as event-goers seek dining options before and after events.â
Understanding Event-Driven Travel Behaviours
Hospitality brands that tailor their offerings to match guest behaviours tend to see the highest return on investment. During Taylor Swift's Eras Tour, fansâparticularly mother-daughter duos and groups of friendsâcombined their concert trips with shopping and dining experiences, extending their spending beyond just the concert. This highlights a significant opportunity: creating bundled packages that include hotel stays, dining options, and local activities to enhance the overall event experience.
Get the Calendar Here Event Marketing Ideas Summer 2025
Revenue vs. Reputation
While high demand presents an opportunity for premium pricing, excessive rate hikes can backfire. For example, during the 2019 Champions League final in Madrid, hotel prices surged by more than 200%, with occupancy rates exceeding 95%. Balancing demand-driven pricing with customer trust is critical.
Savvy operators optimise rates based on demand while offering value-added perks, such as priority check-in, transportation to event venues, or exclusive dining experiences, to justify premium pricing.
With demand surging around major events, standing out is just as important as setting the right price. But guest discovery is evolvingâtraditional search engines are no longer the go-to for travel planning.
đ The Search Reliance ThreatâWhy Social & AI Are the New Discovery Channels
TikTok and Instagram have surpassed Google as the primary tools for travel discovery. Currently, 50% of Gen Z and Millennials plan their trips entirely through social media platforms. For brands that continue to rely solely on SEO and metasearch, the risk of losing visibility and control over the customer journey is increasing. Guest behaviours are evolving, and traditional strategies that previously drove bookings are becoming insufficient.
AI platforms, such as Chatgpt and Gemini, are now providing direct answers to travel inquiries, potentially diminishing the necessity for third-party booking sites altogether.
To remain competitive, brands must adopt a hybrid discovery strategy that integrates search engines, social media platforms, and AI-driven tools. Hereâs what you should do:
Donât abandon SEO, but adapt it. Make sure your website is still optimised for Google search with updated summer-focused keywords. Focus on local SEO for hotels and restaurants using geo-targeted terms for events, special packages, and promotions.
Update your TikTok and Instagram profiles with summer-specific packages and promotions tailored to peak-season demand. Use keyword-rich captions that match how travellers search for recommendations, incorporating terms like âbest summer hotel dealsâ or âtop restaurants near Wimbledonâ to improve discoverability. Use TikTokâs shoppable videos to convert views into bookings directly. For example, add swipe-up links to special events and exclusive summer offers, driving real-time purchases.
Check your weekly analyticsâTikTok, Instagram, and even Google Search Console, to see whatâs working and where your audience is most active. Shift your focus if theyâre booking through TikTok but barely engaging on Instagram. The key is to adapt in real-time so your content stays relevant and visible.
As AI and social become more dominant, SEO for traditional searches should still focus on the long-tail keywords related to customer intent. Make sure your website is mobile-optimised, and your content answers search queries for summer travel, special promotions, and last-minute bookings.
Combining traditional search, social media, and AI-driven tools ensures your brand stays visible and relevant across every digital touchpoint.
A strong discovery strategy is just the startâwhat drives engagement and conversions is the content itself. With search, social, and AI shaping how customers find information, hospitality brands need to create content that captures attention and drives action.
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âď¸ The Summer 2025 Content Playbook
With Summer 2025 almost upon us, itâs the perfect time for hospitality brands to get ahead of content trends, including colour choices, content formats, and messaging.
This summer, yellow will dominate. Mustard (#ffc93c) and Sunny Yellow (#facf39) are set to take centre stage, bringing optimism and energy to campaigns. These shades will work seamlessly with bold accents of red and blue to create a striking, energetic visual identity thatâs hard to ignore. For brands aiming for a more refined, trustworthy vibe, pair them with True Blue (#137dc5) and Aquamarine (#00cfc8)âtones that signal reliability and calm.
Short-form videos for episodic narratives will be the new standard. Brands must evolve from simple video posts to immersive storytelling that keeps audiences engaged over time. Platforms like TikTok and Instagram Reels will remain essential channels offering new ways to capture and keep the audienceâs attention.
Crafting Content That Connects
Consumers scroll past sales pitches. To stay relevant, brands need content that builds real connectionsâcustomer stories, user-generated content, and experiences that feel personal. The goal? Become part of their world, not just another ad.
Why Audio Matters
Sound creates instant emotional connections and helps brands become part of daily routines. Whether itâs a custom playlist, remixed soundtracks, or curated audio experiences, the right music can boost engagement and brand affinity. Trending audio is keyâit improves visibility on TikTok and Instagram Reels.
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The Power of Nostalgia
Nostalgic remixes are taking over TikTok as younger audiences rediscover old hits in fresh ways. Using throwback tracks and reimagined classics makes content more engaging and instantly recognisable.
When messaging, music, and nostalgia come together, brands create content that converts. Staying ahead of content trends is just one part of the equationâturning these insights into action drives real results.
đ´ Action Plan & Execution Guide for Hotels, Restaurants, and Foodservice
For Summer 2025, hereâs an action plan to help you drive results
đ¨ Hotels
Craft exclusive summer experiences like private dinners, wellness packages, and local tours. Focus your social media strategy, especially on Instagram and TikTok, on these unique offers that will capture guests' attention.
Ensure your website clearly supports these packages and simplifies group bookings for better conversions.
Concentrate on premium group booking offers for family reunions or corporate retreats. Create all-inclusive packages featuring dining, exclusive event access, wellness treatments, and local deals.
Update your FAQs to include summer-specific queries such as peak availability, events, and weather policies to enhance the booking experience. Utilise AI chatbots to swiftly address seasonal questions while ensuring a personalised interaction, building trust and increasing summer bookings.
This summer, major events are your opportunity to drive bookings. Create exclusive packages for event-goers, such as themed dinners or entertainment, bundled offers like transportation to key events, and premium accommodation.
Use bright, bold coloursâSunny Yellow (#facf39) and Mustard (#ffc93c)âto evoke energy and optimism in your designs. Pair these with True Blue (#137dc5) and Aquamarine (#00cfc8) to convey trust, especially in premium packages. This vibrant palette effectively highlights event-focused content and promotions.
đ˝ď¸ Restaurants
Offer seasonal, unique dining conceptsâwhether thatâs a tasting menu that highlights local ingredients or a summer cocktail series. Use Instagram Reels and TikTok to show behind-the-scenes preparation and create anticipation. Donât just post about the foodâlet customers see the experience theyâre about to have.
For group dining, focus on exclusive experiences with tailored packages for corporate events, family gatherings, and special occasions. Track revenue from events and packages to refine your approach for maximum profit.
To capitalise on summer events, offer exclusive dining experiences tailored to major happenings. For example, create themed menus for Wimbledon or Formula 1 weekends. Offer VIP seating for major sports events and ensure your Instagram Reels capture the excitement. Use shoppable posts to drive immediate bookings for these limited-time offerings.
For design, adopt trending aestheticsâconsider Iridescent colours or sea-to-sky blues that tie into the escapism and idealised experiences people seek this summer. A vibrant palette of Sea Green (#1b98ae) and Bright Teal (#00cfc8) will connect with the energy of these events while providing a fresh, inviting look for your brand.
Track your group bookings and adjust offers based on demand. Personalise dining packages and monitor conversion rates to optimise your strategy.
đˇ Foodservice
This summer, highlight the journey behind your dishesâfrom locally sourced ingredients to chef-led concepts. Use TikTok & Instagram Reels to create behind-the-scenes content that makes catering feel exclusive and worth the premium price.
Restaurants and hotels are actively sourcing new suppliers via LinkedIn, Instagram, and trade platforms. Instead of just selling products, create trend-led contentâfor example, "How Our Clients Are Using Local Sourcing to Boost Guest Spend This Summer.â This positions you as a thought leader and makes clients come to you.
Major events are the perfect time to launch special menus or limited-time promotions tied to these events. From local sports events to international festivals, offer themed menus incorporating seasonal ingredients or region-specific dishes. Post these on Instagram and TikTok, using shoppable posts for direct conversion.
Use earthy, warm tones like Mustard (#ffc93c) and Buttercream (#fce38a) to visually communicate comfort and luxuryâideal for foodservice marketing. These colours work well with the earthy trends for 2025, evoking warmth, nostalgia, and a sense of authenticity. Integrate cinematic, depth-driven visuals to make your food stand out in a way that draws customers in, especially for event-driven content.
For large group bookings, design tailored, high-value experiences like private dining packages, themed menus, or VIP event catering. Monitor which offerings drive the most demand during peak events, then refine your strategy to maximise bookings and revenue.
âď¸âď¸âď¸âď¸âď¸
Summer 2025 is a high-revenue moment, and brands that act now will take the lead. Hotels need to push exclusive, experience-driven offers that drive bookings. Restaurants should focus on high-spend seasonal guests with event-driven dining and premium menus. Foodservice suppliers must position themselves as go-to partners for venues and caterers handling peak demand. The opportunity is here. Maximise visibility, push content that drives action and get in front of customers before your competitors do.
Thank you for reading. Now itâs time to act. Execute these strategies with precision, and youâll capture demand, drive revenue, and make Summer 2025 a standout season.
Hereâs to your success đĽ
All the best
Dawn
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đ
Coming Up
In the next issue, Iâll reveal the 2025 social media playbook for hospitality, showing how TikTok trends, LinkedIn video shifts, and Instagram carousels drive real bookings. Want to know how to use nostalgia without sounding clichĂŠ? Or how to make TikTok work for your brand? Youâll get the strategies to set you apart in 2025.
â Got a question about this issue?
If something in this issue raised a question or touched on a challenge you're facing, ask in the comments below. I bring 20+ years of hospitality marketing experience to every answer.
đ Recommended Resources
Airbnb and AMB Sports and Entertainment Partner to Drive Economic Growth during Major Events in Atlanta, n.d.
AMEX 2025 Global Travel Trends Report: Millennials and Gen Z Lead the Way in 2025âs Evolving Travel Landscape | Hospitality Trends, n.d.
Cary, R. (2024). Emerging Hospitality Trends: Understanding the Shift in Consumer Preferences and Experiences in 2025. Hospitality Trends, 2024.
Color Trend Forecast - Spring / Summer 2025, 2025
Hogan, D. (2025). The Future of Customer Engagement in Hospitality: Leveraging AI and Personalisation. Hospitality Insights, 2025.
Katherine Doggrell (2024). The Impact of Major Global Events on Local Tourism and Hospitality. Travel Industry Insights, 2024.
Leisure and Hospitality Industry Outlook 2025 | RSM UK, n.d.
Marriott Bonvoy Ticket to Travel, n.d.
Skift Megatrends 2025, n.d.
Sports Tourism Market Size Set to Grow by USD 701.6 Billion from 2025-2029, Increasing Number of Sporting Events and AI Impact to Boost Revenue | Technavio, n.d.
The Rise of Asian Flavours in an Evolving Global Food Service Market, Unilever Food Solutions, n.d.
2025âs Top 10 Actionable Trends Shaping Boutique Hospitality | By Frances Kiradjian, 2024
Formula 1 races are shifting hotel performance into high gear in 2024 | STR. (n.d.).
Speak, H. (2020, March 27). What Impact Do Major Sporting Events Have on a Local Economy, and How Can Hotels Take Advantage? Hotel Speak.
Dawn this is a great roundup. Love that you are leading with the power of marketing experiences in hospitality. Iâve always felt that tourism and hospitality has such a marketing advantage because the trips and attractions associated with both create so many lifetime memories for travelers. Welcome back, looking forward to learning more from you!