Elevate Your Digital Communications: Top Ten Trends for 2025

The world of digital marketing is constantly evolving, and for businesses in New England and beyond, staying ahead of the curve is essential to reaching the right audience, increasing engagement, and driving bookings. At the 2025 North of Boston Tourism Summit, we at Shored Up Digital shared the Top 10 Digital Trends shaping the travel and tourism industry this year. Whether you’re running a boutique inn, a restaurant, or a regional tourism campaign, these insights will help elevate your digital presence and marketing strategy.

1. Smart Use of AI in Content Creation

AI-powered tools like ChatGPT, Jasper, and Canva AI are making content creation faster and more personalized than ever. Whether it’s generating captions, blog posts, or video scripts, AI allows businesses to streamline their marketing efforts. However, the key to success is knowing how to use proper prompts and keeping a human touch to maintain authenticity.

2. Short-Form Video is Still King

Short-form videos on Instagram Reels, TikTok, and YouTube Shorts continue to drive higher engagement than static posts. Travelers love quick, engaging content that showcases destinations, experiences, and behind-the-scenes moments. For businesses, keeping videos 15-30 seconds long, using vertical formats, and including captions makes content more accessible and shareable.

3. Voice Search Optimization is a Must

More travelers are using voice assistants like Alexa, Siri, and Google Assistant to search for travel-related content. Businesses need to optimize for long-tail, conversational keywords (e.g., “best winter events on Martha’s Vineyard” or “top waterfront restaurants in Cape Cod”) to ensure they show up in voice searches.

4. Influencer Collaborations Should Be Authentic

Influencers still play a key role in travel marketing, but authenticity matters more than ever. Instead of focusing on follower count, businesses should collaborate with micro-influencers who have a strong, engaged audience aligned with their brand values. Compensation can come in the form of money, free stays, or exclusive experiences in exchange for content deliverables.

5. Sustainable & Ethical Marketing is a Priority

Eco-conscious travelers are looking for businesses committed to sustainability. Whether it’s promoting electric shuttles, farm-to-table dining, or green initiatives, showcasing sustainability efforts helps attract responsible travelers. Businesses can collaborate with eco-conscious brands to strengthen their message, like the Nobnocket Boutique Inn, which adds a "Community Impact Fee" to support local environmental nonprofits. Read more about it here.

6. Immersive Content with Augmented & Virtual Reality

AR and VR are creating interactive experiences that help travelers engage with a destination before they arrive. Businesses can implement AR filters for virtual tours, QR codes linking to digital experiences, or VR previews of hotels and attractions. These tools make marketing more engaging and enhance anticipation for travel experiences.

7. User-Generated Content (UGC) Builds Trust

UGC is trusted more than branded content, making it a powerful tool for destination marketing. Businesses should encourage guests to share photos, tag their locations, and participate in contests. Featuring UGC in newsletters, social media, and websites boosts engagement and community involvement.

8. Social Commerce is Simplifying the Booking Process

With platforms like Instagram and Facebook offering built-in booking and purchasing features, travelers now expect a seamless experience. Using "Book Now" buttons, shoppable posts, and streamlined checkout options reduces friction and increases conversions.

9. Community-Focused Social Platforms are Growing

Engaging in niche online communities (such as Reddit, Facebook Groups, and local online forums) fosters organic discussions about travel. Hosting Q&A sessions, live discussions, or destination AMAs (Ask Me Anything) creates stronger connections with potential travelers.

10. Mobile-First Strategies are Essential

Over 60% of travelers use their mobile devices to research and book trips, making a mobile-friendly website crucial. Businesses should ensure fast load times, easy navigation, vertical-formatted videos, and integrated payment options like Apple Pay to improve the user experience.

Bringing These Trends to Your business

These trends present a huge opportunity to reach travelers in new and innovative ways. Digital marketing isn’t just about promoting—it’s about creating an experience before the trip even begins. By embracing AI, short-form video, voice search, influencer partnerships, and sustainable messaging, businesses can stand out in a competitive travel landscape.

We’re excited to bring this conversation locally—join us on Tuesday, February 4th at 3 PM at Cozy Corner in Edgartown for an in-depth discussion on how to apply these trends to your business. Let’s build a stronger, smarter digital presence for our island and beyond! RSVP not required, but check out the Facebook Event Page here for full details!

Want to elevate your marketing in 2025? Connect with us at Shored Up Digital for tailored strategies to grow your brand.