Trend Taster: travel ick edition
In this week’s edition of the Trend Taster, we round up the snackable trends, stats and insights from around the world, including:
Reddit's time spent is surging
Gen Z's travel 'icks'
Gen Alpha's influence on their parents' shopping
Foreca$ter puts a dollar on Canada's snowfall
The misunderstanding of gluten sensitivity
Reddit's time spent is surging
Reddit's time spent is surging, with users now averaging 34 minutes daily—a 3.7% increase year-over-year, making it the only platform besides Instagram seeing significant growth in 2025. The platform has overtaken both Snapchat and Facebook in engagement time, though it still trails behind Instagram (35 minutes) and TikTok (47 minutes). As other social platforms increasingly become entertainment channels or fill with AI-generated content, Reddit's authenticity and genuine human interaction are driving its appeal, offering perspectives from real people that users find increasingly valuable in today's digital landscape.
Gen Z's travel 'icks'
New research from global hostel brand Generator reveals Gen Z's biggest travel "icks," with 26% citing travel influencers and culturally inappropriate clothing as their top travel turn-offs. Despite growing up with social media, young travellers are increasingly rejecting public TikTok filming, excessive social documentation, and tourist clichés like souvenir shopping and airport drama. This shift signals a generation prioritising authentic experiences and cultural sensitivity over performative tourism, as they redefine travel etiquette around mindfulness and genuine connection with destinations.
Gen Alpha's influence on their parents' shopping
The Royal Scotsman is launching its first-ever travelling wellness retreat in June 2025, offering luxury rail travel with a four-day journey through the Scottish Highlands featuring Dior wellness experts. This collaboration builds on the successful Dior Spa Royal Scotsman, offering guests mindful movement classes and nutritionally-focused menus. The retreat represents a growing fusion of luxury travel and holistic wellness experiences.
Foreca$ter puts a dollar on Canada's snowfall
Snow is now officially a currency: the Canadian initiative Foreca$ter calculates the value of predicted snowfall. Each centimetre is valued at about CDN 25.5 million, which quantifies the risk to the CDN 9.1 billion snow sports industry. With climate change threatening to shorten snow seasons by up to 25 days, this innovative approach turning abstract climate concerns into direct financial impact.
The misunderstanding of gluten sensitivity
10% of people self-report a gluten sensitivity, but science is challenging this narrative. New research published in the United European Gastroenterology Journal. reveals that gut symptoms may have nothing to do with gluten itself, pointing to a potential mass misunderstanding about diet and wellness that could be costing people unnecessary restrictions and money. The gluten-free movement might be more about perception than actual physiological response.
