Wondering if America’s hospitality industry is fully prepared for a once-in-a-lifetime lineup of international events? With the U.S. set to host the World Cup, America 250 and the Olympics in just a few short years, a new bipartisan bill aims to restore funding to Brand USA and ensure we’re putting our best foot forward on the global stage.
Meanwhile, Emirates is taking a different kind of leap—into the AI age—by partnering with OpenAI to embed ChatGPT across its global operations. And Minor Hotels is making waves with a stylish new slate of openings from Bangkok to Zambia, giving planners plenty of fresh options to choose from.
As always, Smart Travel is here to bring you the latest updates shaping the way we move, meet and plan.
VISIT USA Act Aims to Boost Brand USA Before Global Tourism Boom
A new bipartisan bill introduced in Congress this week, the VISIT USA Act, seeks to restore funding to Brand USA, the nation’s official destination marketing organization, just in time for a historic tourism trifecta: the 2026 FIFA World Cup, the America 250 celebration and the 2028 Summer Olympics in Los Angeles.
While the U.S. Travel Association emphasized that this funding fix wouldn’t use taxpayer dollars, it could help fuel a projected wave of 40 million international visitors and more than $100 billion in economic impact. The legislation would ensure Brand USA has the resources to market the U.S. abroad and help the country compete for global travelers amid stiff international competition.
“We have a once-in-a-generation opportunity to welcome the world,” said U.S. Travel President and CEO Geoff Freeman. “That success depends on Brand USA having the resources to do its job.”
The bill is backed by a bipartisan team of senators and representatives who recognize tourism’s importance to job creation across cities, hotels and event venues nationwide.
Minor Hotels Announces Major Refreshes and Additions in 2026
Minor Hotels has debuted a lineup of new and refreshed properties stretching from Thailand to the Sunshine Coast, the Zambian wilderness and the Mediterranean. For planners seeking fresh ideas, the brand’s latest openings promise wow factor and plenty of global variety to match any program.
In Thailand, the newly relaunched Anantara Hua Hin Resort celebrates 25 years with garden-inspired rooms and beachfront dining. In Bangkok, a full redesign of Anantara Siam brings new suites and lush courtyards to the capital. Meanwhile, the Avani Kota Kinabalu Hotel debuts in Malaysian Borneo, and Avani+ Lanexang brings sleek design to Vientiane, Laos.
Read More: New and Renovated: Luxury Openings, Renovations and Seasonal Highlights Across Top Destinations
Further afield, the NH Collection Maldives Reethi Resort opens in a UNESCO biosphere with manta ray excursions and overwater villas, while Anantara Kafue River Tented Camp in Zambia promises luxury with sky-high decks and river safaris. Europe gets its turn too, with new properties opening in Paris, Lecce and Sliema, Malta.
With more than a dozen launches on deck and a goal of 850 properties globally by 2027, Minor is doubling down on immersive, design-forward stays that blend comfort and serious incentive potential.
Emirates Taps OpenAI to Fuel Future of Aviation
Emirates has inked a strategic collaboration with OpenAI to accelerate the use of artificial intelligence across the airline’s global operations. The agreement, announced this week, includes enterprise-wide deployment of ChatGPT Enterprise, specialized AI literacy programs and plans to embed generative AI into everything from customer experience to back-end logistics.
“We see enormous potential for AI to help us tackle complex commercial challenges, strengthen operations and enhance the customer experience,” said Ali Serdar Yakut, Emirates’ executive vice president of IT. The partnership will also see the creation of an internal AI champion network and an Emirates “AI Centre of Excellence” to guide adoption and experimentation across departments.
For planners and aviation insiders, the announcement signals a larger shift toward tech-enabled travel—but not without some fine print. As AI becomes more deeply integrated into operations, questions remain about data privacy, ethical implementation and potential over-reliance on automated decision-making in high-stakes environments like aviation.
Still, the deal marks a bold bet on innovation. If successful, the collaboration could help Emirates streamline processes, enhance personalization and reinforce its leadership in the ultra-competitive Gulf aviation market.
Luxury Travelers Pull Back—and Airlines Should Pay Attention, Says Forbes
According to a new Forbes report, high-income Americans (those making more than $150,000 a year) are rethinking their holiday travel budgets, and that could be a red flag for airlines banking on premium cabin demand.
The report, which draws on data from Deloitte and Consumer Edge, suggests a cooling trend among affluent travelers. Nearly four in five high earners say they plan to “downgrade” their travel this season, opting to drive instead of fly or stay with friends rather than splurge on hotels. Airline bookings for this group plateaued in October, even as other income brackets saw year-over-year growth. Domestic flight intent among this key demo dropped 10 points compared to 2024, and average travel budgets fell 18% to $2,334.
Airlines have leaned heavily into premium leisure travel post-pandemic, reconfiguring fleets to expand premium economy and business-class seats. But this pullback could shake those projections if the trend persists. “There are signs the momentum might be fading,” Consumer Edge’s Michael Gunther told Forbes.
Affluent travelers still outperform their middle-income counterparts when it comes to airline spend—but for planners and carriers alike, this shift could signal a new chapter in travel recovery.
Holland America’s Reveals New Season in the South Pacific
Holland America Line has announced the launch of its 2027–2028 Australia, New Zealand and South Pacific season, featuring itineraries from 14 to 35 days, new overnight port stays, and immersive wildlife and cultural experiences across more than 14 countries.
Three ships will chart these routes from September 2027 through March 2028, including Legendary Voyages designed for guests seeking deep exploration and slower travel. Travelers can overnight in Melbourne, Cairns and Lautoka, sipping kava in Fiji, snorkeling the Great Barrier Reef or soaking up café culture.
Among the standout sailings: a 26-day Coral Sea & Fiji itinerary aboard Westerdam and two 35-day Hawaii–Tahiti–Marquesas journeys on Zaandam and Koningsdam, plus festive sailings like the 16-day South Australia Discovery Holiday cruise.
The season also serves up more than 100 curated nature and wildlife tours and calls at 13 UNESCO World Heritage sites, from Sydney’s iconic opera house to the volcanic peaks of New Caledonia. Add in that onboard destination dining options such as fresh mahi-mahi, pavlovas and meat pies.
