The hospitality landscape is shifting once again, and this time, it’s being shaped as much by consumer behavior as it is by cultural and digital evolution. From “deadzoning” escapes and rage-fueled travel bookings to the rise of phone-free dining and snack-driven menus, today’s guests are redefining what it means to dine, travel and disconnect. At the same time, platforms like TikTok continue to transform how consumers discover restaurants, plan trips and engage with brands. At B Public Relations, we’re constantly tracking these intersections across PR, social and influencer strategy, translating emerging trends into actionable insights for our clients. In this month’s briefing, we’re breaking down the key shifts influencing hospitality and digital marketing – and what they mean for brands looking to stay relevant in 2026.
DINING AND HOSPITALITY TRENDS
Deadzoning
- We like the refreshed terminology of “deadzoning” rather than unplugged or off-the-grid. It could be an impactful way for a hotel with notoriously bad wifi/cell service to reframe it as an amenity, along with properties with remote locations that create physical and psychological gaps from society.
Hot Springs as Affordable Wellness Experiences
- In a world of luxury spas and wellness retreats, our agency enjoyed seeing hot springs (domestically) mentioned as an affordable wellness vacation. This journalist tees up the angle well in the beginning, saying that travelers can either opt for luxury, fabricated experiences or prioritize travel to places where wellness is integrated into the culture.
Rage Booking
- Rage Booking: impulsively booking trips in response to stress or emotional overload driven by burnout and serving as a coping mechanism. Nature escapes, beach destinations, wellness retreats and solo city breaks are highlighted as top options for rage bookers, and we don’t anticipate this trend going away anytime soon.
Great Outdoors > City Tours
- According to recent data from Airbnb, Time Out is reporting spring and summer travel is going analog with travelers opting for national park and small desert towns over city breaks. Estes Park, Moab, Joshua Tree National Park, Florida and Costa Rica are highlighted destinations.
Snacking Habits Transforming the Restaurant Industry
- Chain restaurants are primarily featured in this article with emphasis on the protein craze, we won’t be surprised if restaurants embrace consumers’ demand for flexibility and add smaller/cheaper options to capture more dining share.
Phone-Free Restaurants
- An increasing number of restaurants are implementing no-phone policies, and honestly, we’re here for it. When diners disconnect and focus solely on the experience, food and company, they walk away with more impactful memories and are likely to return. The elusiveness of the restaurants can also drive additional curiosity and traffic from diners who need to know what it is all about.
DIGITAL UPDATES
Washington Post Embraces Creators
- The Washington Post’s creator network just debuted a creator-led video series following recent cuts to its newsroom, with a half dozen creators launching a new series with the WP every few weeks across different verticals. The development of the videos will be collaborative, but the creators will produce the content with their own resources/equipment and will retain ownership of the material, ultimately keeping costs down for the outlet and hopefully opening up a new revenue stream via sponsorships.
SproutSocial’s 2026 Video Statistics
- The latest report found that 91% of businesses currently use video as a marketing tool and 85% of consumers say video content has impacted purchasing decisions. Other highlights include:
- 26.8% of global internet users tune in to live streams every week.
- 48% of users are most likely to interact with short-form video on Facebook, and Facebook is the top channel for product discovery.
- 74% of Facebook videos are watched without sound, meaning captions are essential.
- Video time spent on Instagram increased 30% YoY.
New Adobe Study: Using TikTok as a Search Engine
- With TikTok’s U.S. deal finalized, Adobe Express surveyed more than 800 consumers and 200 small business owners in the U.S., exploring how consumers are using platforms like TikTok to search for information online, and how brands plan to keep up.
- Nearly one in two consumers (49%) use TikTok as a search engine and 14% are more likely to rely on ChatGPT than Google.
- 38% of business owners use TikTok influencers for product sales or promotions.
- 38% of business owners plan to increase investment in TikTok affiliate marketing in the next year.
- 14% of consumers surveyed searched for new restaurants on the app.
TikTok Discover List
- The 2026 list is a global showcase of 50 creators to watch across five categories: educators, foodies, icons, innovators and originators. View the full list (and follow them) here.
Creator Tools Now Available to Public Accounts
- Instagram has made its creator tools – previously only available to accounts who switch to professional mode – available to all public accounts. Several options will remain available to only professional users or will be unlocked once certain follower thresholds are met, but this change makes it easier for aspiring influencers to see what is working best and continue to grow their channel.
Lawsuit Over TikTok Deal
- A startup law firm led by a Wisconsin senator is suing the Trump administration over the $14 billion sale that allows ByteDance to still control all the essential elements of TikTok. The lawsuit alleges that the deal violates the TikTok law by allowing ByteDance to still play a role in TikTok’s operations and censor content is does not like, which is exactly the harm that the law was intended to prevent. Beyond the hefty fines the suit could bring if it moves forward, it could also undo the existing deal, so we’re keeping a close eye on it.
Social Media Engagement in 2025
- Buffer’s latest report analyzes tens of millions of posts from 2025 and discovered that Instagram, LinkedIn and Threads engagement rates declined throughout the year, while Facebook and Pinterest increased and TikTok held steady compared to 2024. The study also found:
- IG engagement increases by 21% when a brand or creator replies to post replies, confirming BPR’s commitment to community management.
- Reels see 36% more reach on IG than carousels, but carousels earn 12% more engagement.
- Carousel posts on LinkedIn see ~3x more engagement than video and image updates.
Instagram Testing Links in Post Captions for Paying Users
- One of the most requested features is closer to becoming a reality for Meta Verified subscribers. The app has long avoided this over concerns of it changing the dynamics of the user experience and taking away from the visual nature of the platform. Of note, Meta Verified is available to users with a personal account or professional creator account, so this won’t impact businesses at this time.
