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2025 State of Travel Report: Travel in the Age of Augmentation
October 20, 2025 | 4 min read
Shelina Taki, Executive Strategy Director
Shelina has spent the last 17+ years helping brands find their way into the hearts and minds of the people they want to reach. Her proven approach to brand strategy comes to life at the intersection of data and culture. Shelina has worked with some of the world’s most beloved brands, including Google, Toyota, Apple, Starbucks, BMW, Postmates, Expedia, and MARS Wrigley, driving business impact and cultural connection. At PMG, Shelina leads the brand planning and creative strategy disciplines across our portfolio.
The travel industry stands at a profound inflection point. In PMG’s 2025 State of Travel Report: Travel in the Age of Augmentation, we explore how artificial intelligence, shifting economic realities, and deeply human motivations are transforming why, how, and where people travel.
Drawing on insights from more than 4,000 travelers across seven global markets, PMG’s research reveals a traveler who is both empowered and conflicted, eager to embrace innovation yet deeply anchored in human experience. The result is a new era of travel defined not by technology alone, but by the tension between automation and authenticity.
The Emotional Tensions Shaping Travel in 2025: Discover the four key dynamics defining the modern traveler and how they differ across cultures and generations.
The Impact of AI on the Traveler’s Journey: Learn how travelers are using AI for inspiration, planning, and discovery, and why many still turn to human sources for reassurance and authenticity.
Global & Generational Insights: Understand how cultural values and generational attitudes shape engagement with AI and travel behavior in markets from India and Mexico to France and Japan.
Strategic Imperatives for Brands: Guidance for leaders looking to reimagine media, audience, platform, and storytelling strategies in an AI-integrated world.
Download the report to gain a competitive advantage in the evolving travel landscape.