The Trend Trap

The travel industry loves trends. One year, it’s microcations. The next, it’s workations. Then, it’s immersive travel, then bleisure, then coolcations or whatever buzzword is next in line. Operators rush to rebrand, destinations rewrite their marketing, and businesses scramble to catch the wave before it fades.

But here’s the thing: trends are temporary. They create noise, not foundations. They chase the moment, not the future. The businesses that thrive long-term aren’t the ones constantly pivoting to the latest hype. They’re the ones that build something real, meaningful, and lasting, something that wouldn’t crumble just because Instagram’s algorithm changed.

Travelers might show up for the trend, but they return for what feels timeless. The place that doesn’t try to be everything, but instead leans fully into what it actually is. The company that doesn’t repackage its story every year, but delivers an experience so strong it doesn’t need a gimmick.

Make things that matter for people who care. Not for the algorithm. Not for the latest trend piece. But for the traveler who will tell their friends about you ten years from now, not because you followed a trend, but because you built something worth remembering.