From pickle-flavored everything and “plop vacations” to Instagram’s long-awaited grid rearranging feature, July has brought no shortage of interesting developments across hospitality trends and digital marketing. As traveler behaviors continue to evolve and platforms race to roll out new AI-powered tools, staying ahead of what’s next has never been more important. We’ve rounded up the stories, reports and platform updates that caught our attention this month—and what they could mean for hospitality, travel and lifestyle brands moving forward.
TRAVEL AND HOSPITALITY TRENDS
NA Pairings on the Rise
- MICHELIN Guide California selections and an overview of the culinary trends that dominated this year’s guide are available HERE. Notably, nonalcoholic pairings were highlighted as a rising trend with several starred restaurants implementing NA programming featuring house ferments, etc.
Latest Hospitality Collabs
- A solid overview of some of the buzziest hospitality and fashion collabs in the luxury space. We like that there’s a mix of big-name brands along with smaller, artisan brands and quiet luxury brands that have cult followings, which is a good reminder that these partnerships don’t always have to be with giant retailers to make an impact.
Daycaps
- Bacardi’s 2026 Cocktail Trends Report defines a “daycap” as “the afternoon and earlier evening answer to cocktail indulgence.” The trend is popular amongst Gen Z and something worth keeping in mind for new programming brainstorms. It’s worth noting that what differentiates daycaps from happy hour or other daytime drinking moments is its role in evening socialization as consumers are opting for the daytime drink but taking themselves home early to maintain a balanced lifestyle.
Plop Vacations
- Exactly like it sounds, some travelers want a vacation where they can do nothing. Rather than filling every hour with activities, many guests are seeking destinations where they can simply settle in and recharge. It’s a trend that complements the growing popularity of wellness retreats, reading getaways and other restorative travel experiences.
The Selective Splurge
- A recent survey from Global Hotel Alliance (GHA) suggests that travelers are shifting their priorities when traveling by placing a heavy focus on hotel quality, even if it increases their vacation budget. Meaning travelers are spending with purpose rather than cutting back on their budget to gain meaningful experiences.
Pickle is the Pumpkin Spice of Summer
- Pickles are quickly becoming summer’s signature flavor. From cocktails and chips to sandwiches and snacks, pickle-inspired menu items continue to pop up everywhere. Whether it’s a passing craze or a seasonal staple, the briny obsession shows no signs of slowing down, so food and beverage outlets should consider tapping into the trend if they haven’t already.
Mahjong and Other Game Nights are Replacing Happy Hour
- Restaurants and hotels are tapping into the mahjong trend with the same ferocity they had for pickleball a few years ago – and guests are gravitating to these gatherings in lieu of traditional happy hour. We predict mahjong will stay hot for a while since the tiles are aesthetic and it feels elevated in nature but this movement could be an opportunity to embrace games that feel more authentic to your specific concepts, like Scopa (Italian), Mexican Train dominoes, etc.
DIGITAL UPDATES
Potential for Additional Algorithm Controls on Instagram
- Instagram is exploring additional ways to give users more control over what they are fed in the app by making it easier to tell Instagram what content they like and don’t like. While the expansion of Your Algorithm is currently underway to all users, Instagram Chief Adam Mosseri shared four examples of additional options that the app is considering, starting with easier access to the Your Algorithm screen where users can weigh in on content interests and dislikes. Another test on the horizon is adding direct access to the topic control option in the Reels stream and conversational prompts to refine recommended content from the app.
Facebook Creator Studio Returns
- The reintroduction of the previously retired Facebook Creator Studio app (2023) supports the app’s continued focus on supporting creators and engagement on Facebook specifically. The new version is (not surprisingly) centered around AI functionality, with a creator assistant that offers an always-on chatbot that answers questions and provides content advice. With an emphasis on insights and personalized performance, as well as AI-powered comment replies, it seems Meta is hyper focused on creator success and monetization within Facebook as we enter the second half of the year.
Collaborative Posts Arrive on LinkedIn
- The update many marketers and creators have been waiting for: LinkedIn recently announced a collab feature on the heels of launching its own Creator Marketplace, allowing creators to invite other members to be co-creators of in-steam content. The update will no doubt drive additional engagement and activity on the platform as it continues to focus on monetization, with the feature rolling out over the next few months. More information is available here.
New Voice Stickers for Stories
- Instagram has added voice notes for Stories, which could be a fun way to share secret menu items, promo codes, etc. Since many people will tap forward rather than listen, it’s an added incentive to slow down and pay attention when the reward is compelling enough.
Next Luxury Identifies Current Social Media Insights
- New trend data explores how AI has impacted follower growth across platforms, with the majority of views now coming from non-followers via the Explore and For You functions within apps. Specifically, 72% of views on TikTok now come from non-followers via the For You page, 58% on Instagram come from the Explore and Reels tabs and 53% on Facebook are due to Feed recommendations. While our agency continues to prioritize channel growth for long-term sustainability and consumer engagement, it’s important for brands and clients to understand that it is just a piece of the pie when considering KPIs. Read the full trend breakdown HERE.
Meta Testing AI Subscription Services
- Pay to play at Meta? Never! The time has come for everyday users to subscribe for access to AI features as the company looks for additional revenue streams. Meta One Plus will cost $7.99/month and Meta One Premium will cost $19.99/month. According to Naomi Gleit, the head of product at Meta, the plans will “give people who use Meta AI more to work with, more capacity, bigger, more complex requests, and more room to create for businesses and creators.” While Meta plans to continue offering a version of the Meta AI app and site, paid options will provide additional computing capacity and advanced features to supercharge content, automate tasks and more.
Meta’s 2026 Holiday Planning Guide is Live
- We started talking about holiday plans with clients last month, and Meta wasn’t far behind in releasing its 2026 holiday playbook. There aren’t any major surprises or new ideas for maximizing holiday awareness, and the guide highlights how to use Reels to maximize brand awareness, partner with creators to amplify reach and provide a seamless purchase experience. According to Meta, 85% of global holiday shoppers use their apps on a weekly basis and 78% have purchased directly in-app. In Q2, Meta recommends identifying creator partners for the season and developing content briefs, followed by launching in Q3 and scaling in Q4.
Google Introduces “Search Profiles” for Business Due to AI Impact
- With the rise of “zero click” searches due to AI summaries, Google has launched a new way for businesses to promote their content in search results. Search profiles are described by Google as a “dedicated, shareable space to highlight content across platforms, and help audiences find accurate, up-to-date information about sources on Search.” The social media-style profiles within search listings offer content sourced from existing social profiles and video platforms. Currently in the test phase, the new feature is limited to publishers and creators with 100K followers on YouTube, Instagram or X, or 300K followers on TikTok.
Instagram Finally Introduces Grid Rearranging
- Social media managers everywhere, rejoice! The new “reorder your grid” feature allows brands, creators and everyday users to have more control over how their work is presented by tapping and holding any post on their grid, selecting “reorder grid” and dragging it to the desired location. It is available to all users with the latest app update.
Post-view Reel Ads Now Available to All Advertisers
- The new option allows brands to place video ads at the end of an organic Reel in-stream to reach engaged users with an autoplay clip. The new feature will be displayed after organic Reels that are no longer than 60 seconds and the option is now available within Campaign Manager globally. Full download here.
Instagram Subscription Has Arrived
- Instagram Plus is now available for $3.99 per month, offering 11 add-ons for users that include story spotlights ensuring the user’s story is displayed first once per week, super hearts that burst across the screen to celebrate friends’ stories, multiple story audiences, the option to extend the life of stories by 24 hours, rewatch insights, custom bio font and more.
