The destinations growing fastest right now have noticed something the rest of the market hasn't: the modern traveller no longer wants a holiday, they want a pace. Some are after a single charged day where a city gives up everything at once, others want to slip into a place and let the weeks blur, and almost nobody is dreaming about the comfortable trip that sits politely between the two. The problem is that most destination marketing is still pitched at that vanishing middle, speaking in one even tone to people who have already picked a side. Our new report maps where this split is heading and how to show up sharply at either end of it, with the kind of content that actually gets saved, shared and booked.
