From hydrogen-powered cruise ships to AI reshaping how travelers discover destinations, 2025 delivered a steady stream of headline-making developments for meeting and incentive planners. Sustainability took tangible steps forward, major brands expanded into new markets and technology quietly changed how travel decisions get made. Here’s a look back at some of the travel news that mattered most this year—and why it’s worth keeping on your radar.
Viking to Launch World’s First Hydrogen-Powered Cruise Ship
Viking, in partnership with Italian shipbuilder Fincantieri, announced plans in 2025 for the Viking Libra, set to become the world’s first hydrogen-powered cruise ship when it launches in late 2026.
Currently under construction at Fincantieri’s shipyard in Ancona, the Viking Libra will use a hybrid propulsion system powered by liquefied hydrogen and fuel cells, allowing it to operate with zero emissions. The milestone marks a major step forward in sustainable cruising. The ship will carry just under 1,000 guests in 499 staterooms, offering the same small-ship experience Viking is known for while navigating sensitive marine environments safely.
“Viking made the principled decision to invest in hydrogen, which offers a true zero-emission solution,” said Torstein Hagen, chairman and CEO of Viking. “We look forward to welcoming the world’s first hydrogen-powered cruise ship to our fleet in 2026.”
Viking also confirmed that its next ocean ship, the Viking Astrea, scheduled for 2027, will feature hydrogen-based technology. As part of a larger growth plan, the company signed contracts for four additional ocean ships, with two confirmed for delivery in 2031 and two more under option for 2033.
Universal Plans New Theme Park Destination in the U.K.
Universal Destinations & Experiences made waves in 2025 with plans to bring a new Universal theme park, hotel and entertainment complex to the United Kingdom. Parent company Comcast NBCUniversal announced the proposed destination just south of Bedford, about 35 minutes by train from London.
The 476-acre site, purchased in 2023, is slated to include multiple themed lands, immersive attractions and an on-site hotel with 500 guest rooms, along with a surrounding retail, dining and entertainment district. While still subject to government approval, construction could begin as early as 2026.
With more than 80% of England’s population (and half of the U.K.’s) within a two-hour drive, plus easy access from continental Europe, the location is well-positioned for both domestic and international visitors, including planners seeking fresh incentive trip options.
“Bringing the Universal brand to the United Kingdom is another exciting step forward in generating future growth,” said Mark Woodbury, chairman and CEO of Universal Destinations & Experiences.
AI Surpasses Social Media in Travel Discovery, Says Accenture
A 2025 report from Accenture signaled a major shift in how travelers discover and plan trips. According to “Me, My Brand and AI,” generative AI overtook social media and online travel agencies as a primary source of travel inspiration. Among active users, 37% turned to AI first, compared to 29% who used social platforms and 14% who relied on OTAs.
For meeting planners, the implications are significant. As AI becomes more trusted—36% of users described it as a “good friend,” according to the report—it is increasingly shaping how destinations, venues and experiences enter the consideration set.
“Brands that hesitate risk falling out of the consideration set altogether,” the report warned, while those that act now can help shape the future of AI-driven marketing and commerce.
The takeaway for planners: As the way people research and decide where to go evolves, so should the strategy behind how events get discovered.
American Airlines Introduced a New Business Tier for High-Spending Companies
In 2025, American Airlines rolled out AAdvantage Business Select, a new tier within its AAdvantage Business loyalty program aimed at companies spending $250,000 or more annually on travel.
Launching July 21, the enhanced tier offers up to 4% savings on eligible fares, Group 5 boarding for travelers and immediate access to use or transfer company-earned miles. The broader AAdvantage Business program allows both companies and employees to earn miles and loyalty points on bookings made through aa.com, the app or agency channels.
Businesses with at least five active travelers and $5,000 in spend can redeem or transfer miles, a threshold waived for Citi/AAdvantage Business cardholders.
“This new tier allows us to further enhance the benefits that our most valuable members earn,” said Lucas Martin, American’s senior vice president of sales.
For planners managing small or midsize travel programs, the update added new flexibility and incentive potential when aligning group travel with loyalty strategy.
‘Meaningful Travel’ Map of Hawaiian Islands Published by Tourism Cares
Nonprofit Tourism Cares expanded its global Meaningful Travel Map initiative in 2025 with the launch of a dedicated map for the Hawaiian Islands. The tool connects travel professionals and travelers with community-driven experiences that prioritize sustainability, cultural preservation and local well-being.
The map highlights eco-conscious tours, accommodations and organizations committed to protecting Hawaii’s natural and cultural resources. Its inclusion reflects a broader effort to create positive, lasting impacts through tourism, from immersive cultural experiences to community-led initiatives.
The Meaningful Travel Map project, relaunched globally in 2023, now includes more than 30 destinations and over 400 local impact organizations worldwide.
“At the core of our mālama Hawaiʻi message is an invitation to visitors who care,” said Daniel Nāho‘opi‘i, interim president and CEO of Hawaii Tourism Authority. “We support Tourism Cares’ work to expand the Meaningful Map Program to include Hawaiʻi.”
Marriott to Open Six New Hotels Across India in Major Deal with Brigade Group
Marriott International closed out 2025 with a major expansion announcement, signing a multi-property deal with Brigade Hotel Ventures Limited to open six new-build hotels across four Indian cities.
The agreement adds nearly 1,000 rooms under five Marriott Bonvoy brands, significantly expanding Marriott’s footprint in southern India. Highlights include The Ritz-Carlton Vaikom Island, Kerala, a 70-villa retreat with private pools and backwater access planned for 2029, and the 250-key JW Marriott Chennai OMR, set to open in 2030 with a spa, gardens and 1,400 sq. m. of meeting space near the city’s IT corridor.
Additional Marriott, Courtyard and Fairfield properties are planned for Thiruvananthapuram, Chennai and Bengaluru, signaling continued growth in luxury and business travel—and new opportunities for planners seeking elevated venues in both emerging and established markets.
