Every format this month does the same job: it makes something ordinary look like more thought went into it than actually did. What you’re posting doesn’t change. How much show you put around it does.

Here’s what that looks like in practice.

Trend One – “The Moodboard”

A carousel that mixes photos, textures, colours, quotes, products and lifestyle shots into one visual around a single vibe. No single image has to do the work – the combination does.

It works because it reads as curated rather than dumped. A photo dump says “here’s what I did.” A moodboard says “here’s who I am.” One of those is rather more flattering, and it’s the one that doesn’t need a paragraph to prove it.

How to use it

Small businesses: Pull the colours and textures straight from your product or space. Wedge one client quote between two lifestyle shots. No text overlay – if you need a caption explaining the vibe, you haven’t made a moodboard, you’ve made a slide with commentary.

Service providers: Harder without a product to photograph. Use process instead – the notebook, the half-finished plan, a screenshot – next to a client outcome, next to a single number on a plain card. Same theme, different material.

Coaches and consultants: This is your personality slide. The books on the shelf, the mug, the whiteboard mid-scrawl, the testimonial. Resist explaining any of it. It works or it doesn’t, and explaining it settles which.

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Trend Two – “Make It Sound Illegal”

Describe your job in a way that sounds completely criminal while staying entirely true. The reveal lands at the end, and the gap between “that sounds like a confession” and “oh, it’s just plumbing” is doing the work.

It works best on businesses that sound suspicious out of context – trade work, weddings, photography, anything involving other people’s money or houses. The reveal has to genuinely surprise. If your job already sounds fairly normal, this one isn’t for you.

How to use it

Trade and technical businesses: “I break into people’s houses, take their money, and I’m gone before they notice anything’s changed.” Locksmith. Let the caption carry the reveal, not the video.

Wedding and event businesses: Describe the job as surveillance and crowd control. Reveal: wedding planner. The description should sound worse than the truth right up until it doesn’t.

Anyone whose job sounds worse than it is: Accountants going through someone’s private finances. Photographers instructing strangers where to stand. If a stranger would flinch at the plain description, you’ve got the format.

@annaguanchemd It’s called being a dermatologist😉💉 #officehumor #workhumor #bellaskininstitute #drannaguanche #calabasas ♬ original sound – youhadmeatvintage

Trend Three – “The Documentary Voice”

Recreate the seated, dead-serious Netflix documentary interview – same lighting, same dramatic pauses, same score – and use it to narrate something completely mundane.

The humour is entirely in the mismatch. The more seriously you play it, the funnier the ordinary subject becomes. Underplay it and it’s just a bad interview.

How to use it

Founders: Film it dead straight. Dramatic pause. Reveal something unremarkable – “It was a Tuesday. Nobody warned me about the invoicing software.”

Service businesses with client stories: Recreate the testimonial as a documentary confession, but keep the “crisis” small – a missed deadline, a font nobody could agree on.

Team culture content: Same seated set-up, same score. Subject: who ate whose lunch from the office fridge. The format has never once cared how small the stakes are.

@annaguanchemd It’s called being a dermatologist😉💉 #officehumor #workhumor #bellaskininstitute #drannaguanche #calabasas ♬ original sound – youhadmeatvintage

Trend Four – “The Timestamped Day”

A grid of four horizontal clips, each with a timestamp, walking through moments of your day. Works for almost any business – the structure does the work.

How to use it

Solo operators and small teams: Four honest timestamps – the client call, the mistake, the win, the thing you nearly forgot. Real times. Staged ones are obvious.

Service businesses: Use it to show a project’s actual timeline in one grid instead of a highlight reel. The gaps between timestamps tell the story as much as the clips do.

Product businesses: 9am unboxing stock, 11am a return, 2pm a good review, 5pm packing an order. The unpolished timestamps do more work than the polished ones.

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Trend Five  – “Give Me Ten”

Built on the “give me 10” audio from Love Island, this format runs through ten relatable problems, habits, tips or facts your audience recognises in themselves. The pace is the point – no room to look away before the next one lands.

How to use it

Any niche business: Ten things clients say before they’ve worked with you. Quick cuts, no explanation. Recognition does the work.

Coaches and consultants: Ten habits of the client who’s about to burn out. Specific enough that people screenshot it and send it to a friend.

Service businesses: Ten reasons a project runs over budget. Said plainly, one per beat, then stop.

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Trend Six – “The Girl Grip”

Soft, deliberate, aesthetic-coded ways of holding and handling everyday things – a coffee cup by the fingertips, a bag carried loosely, a door opened slowly. Ordinary actions shot to look graceful rather than functional.

How to use it

Beauty and wellness businesses: Apply it directly – product in hand, slow motion, no voiceover required.

Lifestyle and hospitality brands: The coffee cup, the door, the menu. Small gestures, shot slowly, nothing rushed.

Anyone selling a feeling rather than a feature: This format sells atmosphere. If your business is about how something feels rather than what it does, borrow the aesthetic rather than the specifics.

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None of these formats need a studio, a script, or a full production day. They need a real detail to attach to – the actual job, the actual timeline, the actual line you’ve been holding back on saying.

Pick the one that fits the post you were already planning to make. Apply the format. That’s your only job.

People are harder to impress than they were six months ago. They’ve seen the formats. They know the hooks. The content that’s stopping the scroll right now is doing it by being slightly more honest than expected.

Here’s what that looks like in practice. 

Trend One – “Plan A, B, C”

A slideshow or short video that lays out different futures, options, or versions of a decision side by side. The appeal is that it mirrors how people actually think – simultaneously, in parallel, with a lot of “but what if” running in the background. The format lets them see that externalised without it being a 400-word caption.

It travels well across industries. The structure holds. Only the subject matter changes.

How to use it

Small businesses: Three versions of someone’s problem – ignoring it, having a go themselves, bringing in someone who does this for a living. The third option should be obvious from the framing alone.

Service providers: The actual decision your client is sitting with right now. Plan A is what they’re currently doing. Plan C is what they’re paying you for. Plan B is the thing they tell themselves is fine but isn’t.

Coaches and consultants: Surface the paths they’re genuinely weighing. The one they’re afraid to say out loud. The safe one. The one they actually want. Name all three and watch the comments section do the rest.

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Trend Two – “My Camera Roll Is Getting Full”

A format built around the visual evidence of growth – first client, first sale, the team photo from when it was just you and someone you met at a networking event, the screenshot you really should have deleted. It works because the arc is emotional without being manufactured. The images carry it.

Worth knowing: there are two versions. The nostalgic one earns warmth. The evidence version earns trust. Different registers, different results. Decide which one you’re going for before you start.

How to use it

Consultancies and service businesses: Pull the actual working assets – the messy first draft, the brief that changed everything, the version that became the thing the client now shows off. The polished case study is on your website. This is different.

Photographers and creative businesses: The format was essentially designed for you. The only mistake is overthinking it.

B2B and professional services: Go with the evidence version. First project, most recent project. First testimonial, most recent one. The camera roll as a proof stack rather than a nostalgia trip.

@propertywithdeanaEvery payout is a reminder of the risks taken, the sacrifices made, and the days I showed up when I didn’t feel like it. Keep going. The results always look impossible until they’re your reality🙏🏽♬ original sound – pr.khriz✝︎🇵🇷

Trend Three – “Lens Wipe”

A transition where a hand, object, or movement passes across the lens and cuts to a new scene. Before and after. The problem and the solved version of it. The viewer gets the reveal without needing sound, captions, or a voiceover explaining what just happened.

It works because the anticipation is built into the mechanics. The wipe creates the pause. The cut pays it off. And because it doesn’t need audio, it keeps performing when the phone is face-down on a desk.

How to use it

Property and interiors: Before the renovation, after the renovation. That’s it. The format does everything else.

Health, beauty, and wellness: The transition is the argument. Let the visual make it.

Professional services: Less obvious, which is exactly the point. What does a client’s situation look like before you get involved? What does it look like six weeks later? Strategy, operations, design – the contrast exists. The trick is deciding how to film it.

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Trend Four – “We Can Stay Here…”

A two-part comparison. Here is where we are. Here is where we could be instead. The gap between them is where the content lives. It performs best when option A is recognisable enough to be slightly uncomfortable, and option B is specific enough to be genuinely desirable rather than vaguely aspirational.

The format is often used as inspiration content. That’s the wrong application. The businesses getting traction with it are using it to name a real decision, not decorate one.

How to use it

Small and growing businesses: Option A is where your client is right now – doing the thing that’s technically working but not really going anywhere. Option B is concrete and specific. The gap sells itself. Don’t explain it.

Travel and hospitality: Genuinely effortless. Do it before everyone else in your sector does.

Financial advisers and business consultants: What does a year of the current approach actually look like versus a year of a different one? Concrete figures if you have them. Vague optimism without them is the thing to avoid.

@karolinevollstad or we can go up 🌟🌟🌟 #studytok #studymotivation #studymindset #wecangoup #academicvalidation ♬ original sound – MCedits49

Trend Five – “Basic Need”

The mechanic is simple: something that is objectively a preference gets presented as a non-negotiable survival requirement. Completely straight face throughout. It lands because the exaggeration is accurate – most people have things they feel this way about, they’ve just been too sensible to say so.

The businesses that use this well are the ones whose services sit right at the line between “technically optional” and “genuinely makes the week function.” Which is most of them.

How to use it

Fitness coaches and wellness businesses: The thing that makes Tuesday tolerable. Keep it deadpan. The funnier version is always the understated one.

Service businesses of almost any kind: Whatever it is you do that people didn’t know they needed until they had it – and then couldn’t imagine doing without. That thing. Delivered with the same energy as food, water, shelter.

Accountants and operations consultants: Handing the thing over to someone who will actually handle it. The relief of that. Said once, plainly, and left to land.

@thestyleclub1My basic needs 🧘🏽‍♀️🥲♬ original sound – The Style Club

Trend Six – “Stretched Word Slides”

A carousel where a word is revealed across multiple slides – split, stretched, or partially hidden until the final frame. The viewer swipes to complete it. That swipe is the mechanic. Every swipe signals to the algorithm that the post is holding attention, which is why accounts with modest followings are seeing this format perform well above expectation.

The reveal has to be earned. A word that could have been said in the caption fails. The word that names the thing your audience wanted named – that’s the one.

How to use it

Service businesses: The outcome, not the service. Freedom. Clarity. Growth. The service is how they get there. The reveal is what they’re actually after.

Coaches and consultants: Specificity wins here. A generic aspiration is forgettable. The word that makes someone stop and think “how did they know that’s what I’ve been trying to say” – that’s the save, the share, the DM.

Anyone building a list: A reveal that lands gets screenshotted. Think about what’s attached to it and where it leads.

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Trend Seven – “Let’s Not Talk About It”

Two people agree to let something go. One of them adds one more thing. The format works because everyone has been both people in that conversation, usually in the same week.

For businesses, the use case is the opinion you’ve been hedging. The industry observation everyone’s noticed and nobody’s said plainly. The client pattern that comes up in every project debrief without ever making it into a proposal. The format is permission to say it.

How to use it

Service providers and consultants: The thing that makes a project harder than it needs to be. Said with genuine warmth rather than passive aggression – the audience will clock the difference immediately.

Founders: The decision you technically made three months ago and are still relitigating at 11pm. The thing you told your team was settled.

Anyone with a clear point of view on their industry: This is the format for it. The more specific the observation, the better it performs.

@bellavarelis Coffee & yap @Josh Carroll ♬ take my breath away – favsoundds

The formats doing well this month all have one thing in common: they require the viewer to do something. Swipe to finish the word. Watch for the reveal. Stay to find out which option wins. That small moment of investment is what the algorithm treats as a signal the post is worth showing to more people.

None of them require a studio, a script, or a full production day. They require having something worth saying and a format that lets the audience feel like they found it themselves.

Pick the one that fits the post you were already planning. Apply the format. That decision – right format, content you already have – is usually the only difference between a post that performs and one that doesn’t.

A customer finds your competitor on Instagram. They were not looking for your competitor. They were not looking for anything in particular. That is how social search works. 

So what is social search, exactly? 

Social search is not a new channel. It is a behaviour that has been happening on your phone for years, and the platforms have only just started calling it something.

Someone types “festival makeup” into Instagram instead of Google. Someone asks TikTok what hotel to stay at in Lisbon. Someone finds a candle brand through a Reel they were not looking for and buys it within 24 hours. That is social search. It is discovery that happens inside apps people opened for something else entirely.

According to a Kantar study Meta commissioned in March 2026, 92% of people now use social platforms for product information. 58% find it more enjoyable than traditional search for discovery. 63% say they buy faster when social plays a role in the decision. Meta did not commission that study to be modest about the findings, but the numbers align with what client accounts show on the ground. People are not going to Google first the way they used to. The journey starts somewhere else now.

Google searches per US user are down nearly 20% year on year. Sit with that number for a moment before the next section.

Why Meta published this now

Two reasons, and neither of them is altruistic.

The first is money. If search budgets start moving away from Google and toward social platforms, Meta’s advertising revenue goes up. A 16-page report making the case for social discovery is one of the more elegant pieces of self-promotion in recent memory. It is dressed as industry insight. It is actually a pitch deck.

The second is timing. Google’s slice of US search ad spending is forecast to fall below 50% in 2026, down from 67.1% a decade ago. Advertisers will spend more than $100 billion on non-Google search ads by 2028. Meta wants to be the obvious answer to where that money goes. Publishing the research that frames the argument is step one.

None of that makes the data wrong. It makes the motive transparent. Those are different things.

What the numbers say that Meta is not loudly saying

Buried in the data is a figure that matters more than the rest. Meta’s own campaign analysis, drawn from over 10,000 geo-tested campaigns across more than 200 North American advertisers, shows that 64% of the customers it delivers are new to the brand entirely. And the return on ad spend for those new customer acquisitions runs 2.3 times higher than traditional search.

In plain English: Google reaches people who were already looking for you. Meta reaches people who had no idea you existed. Both matter. They do completely different jobs. The brands treating them as interchangeable are the ones puzzled by their results.

Meta has also introduced a shopping mode inside Meta AI called Muse Spark – US only for now – that responds to conversational queries and surfaces products directly from catalogues. The principle is the same as search, the interface just feels like a chat. 49% of consumers already use AI assistants for product discovery. 70% expect to use them more for shopping in the next six months. That is not an emerging trend. That is where this has already arrived.

What this means if you run a small business

Three things, and they are all more straightforward than the 16-page report would suggest.

Content needs to work as introduction, not confirmation. The formats driving purchase consideration on social are short videos and Reels (61% of consideration actions), creator reviews and demos (43%), and customer reviews and user-generated content (41%). Short video also ranks as the most useful format for moving someone from interest to action. A grid of product shots and quote tiles is not doing this job. It is talking to people who already know you, not the ones who do not.

Your product catalogue has become part of your search strategy whether you treat it that way or not. If the catalogue is out of date, image-poor, or missing variants, Meta AI has less to work with when surfacing products to people searching within the platform. This is not a future consideration. It is happening now.

Customer reviews are social proof and search signal simultaneously. A business with recent, visible, detailed reviews is more discoverable and more trustworthy at the same moment. These are not separate problems with separate solutions.

Should anything change in your marketing budget?

Not everything, and not immediately.

Traditional search handles utility. Someone who types “accountant in Chelmsford” into Google has already decided they want an accountant. Social search handles influence. Someone who comes across your content on Instagram has not decided anything yet – and that is precisely the opportunity.

The businesses winning at this are not the ones who abandoned Google. They are the ones who stopped treating social content as broadcasting and started treating it as discovery infrastructure. Reels that introduce. Reviews that reassure. A catalogue that actually reflects what is available.

The shift is real. The data is clear enough to take seriously even accounting for who commissioned it. The question is not whether social search matters to your business. The question is whether your content is doing the job of being found by people who do not know you exist yet.

If the answer is no, that is a 24 fingers-shaped problem.

There’s no shortage of weird and wonderful trends online right now – and this week’s crop proves just how far we’ll go for a mix of relatability, absurdity, and the illusion of authenticity.

Here’s what’s filling feeds (and making the algorithm) this week – and how your brand can actually use them.

1. Ghostface AI Trend: Horror Meets Y2K Nostalgia

People are using AI tools like Google Gemini and Nano Banana to insert Ghostface from Scream into dreamy, vintage-inspired photos.

The result? Creepy meets cool. Think retro bedrooms, soft filters, and a masked killer lurking in the corner.

It’s unhinged, it’s brilliant – and it’s exactly what happens when Gen Z gets hold of AI. Because nothing says “aesthetic” like a horror icon in a 2003-era pink bedroom.

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How to Utilise It

Brands: use it to join spooky-season content with humour or nostalgia.
Agencies: show off creative AI prompting by remixing your own brand mascot or founder into classic movie scenes.
Creators: lean into it for Halloween campaigns or playful photo edits that humanise your brand voice.

2. “Unfortunately, I Do Love” Trend: Confession Time

Confession content is back.

This TikTok trend is as simple as it sounds: start your video with “Unfortunately, I do love…” and list the random, embarrassing, or painfully relatable things that make you human.

It’s part therapy, part personality quiz, and all entertainment. Whether it’s pineapple on pizza, watching reality TV reruns, or stalking your own LinkedIn posts – we’ve all got something we “unfortunately” love.

How to Utilise It

Personal brands: show your human side – admit something real, funny, or slightly cringe.
Small businesses: create a light-hearted carousel or short video using “Unfortunately, we do love…” about your own quirks (e.g., “Unfortunately, we do love a pun in our captions”. (Ed’s note: It’s a gift and a curse.)
Teams: have staff each confess one thing in a stitched video for relatable, low-cost content.

3. Polaroid AI Trend: Manufactured Nostalgia

This one’s the perfect collision of technology and sentimentality.

People are prompting AI to create Polaroid-style photos – white borders, film grain, warm lighting – of moments that never happened.

“Hugging my younger self” has become a whole subgenre. It’s poignant, ironic, and more than a little meta.

We’re literally manufacturing the aesthetic of authenticity nowadays. And yes, the irony is alive and kicking.

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How to Utilise It

Founders: generate an AI Polaroid of you “meeting” your younger self with a reflection caption (“What I wish I’d told her…”).
Lifestyle brands: use AI Polaroids to recreate your brand’s origin story or milestones.
Campaigns: design “vintage dream” visuals for nostalgic launches or end-of-year reflections.

4. Ocean Eyes Trend: Moody Vibes Only

Billie Eilish’s Ocean Eyes is back – not on the charts, but across Reels and TikTok.

Creators are pairing slow-motion footage, cinematic lighting, and wistful gazes with that haunting soundtrack.

It’s the digital equivalent of staring out a rain-covered window, except with about 24x more production value (and a ring light).

If your brand lives in the lifestyle, wellness, or aesthetic space, this trend is an easy win for emotional engagement.

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A post shared by Glory Keith | Makeup Artist (@glorykeithmakeover)

How to Utilise It

Service businesses: create a 10-second “before and after” or “then vs now” using this audio.
Product brands: showcase a transformation or reveal moment (it’s perfect for visual storytelling).
Coaches and creatives: use it as a visual metaphor – “When you realise your old self didn’t need to be perfect.”

5. Watch My Egg Trend: Peak Absurdist Humour

And finally – the most delightfully nonsensical one.

People are texting friends or partners: “Can you watch my egg?” with zero explanation.

There’s no egg. There’s no real request. There’s just confusion. And somehow… it’s hilarious.

This is peak absurdist humour – and it’s oddly reflective of 2025’s collective mood: we’re tired, online, and willing to laugh at anything that makes no sense whatsoever.

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How to Utilise It

Brands with personality: lean into absurd humour with your own version (“Can you watch my brand?”).
Email campaigns: try a curiosity-led subject line inspired by this (e.g., “Can you watch my launch?”).
Social teams: use the meme format to test your audience’s sense of humour – low stakes, high shareability.

What These Trends Tell Us

Underneath the chaos, there’s a pattern.

We’re all craving authenticity, even when it’s manufactured by AI. We’re not taking ourselves too seriously. And we’re perfectly happy mixing nostalgia, horror, and random egg-based pranks in the same cultural moment.

It is 2025, after all.

Pro Tip 

Don’t overthink it.

Pick a trend and commit to the bit – but only if it fits your brand and meets a real business goal. The best content isn’t about copying what’s viral. It’s about adapting what’s relevant and staying consistent to your brand’s tone of voice and business objectives.

Here’s what’s actually happening in family hospitality whilst everyone else is still debating whether to refresh the karaoke machine. Smart hospitality pros are quietly binning bingo nights for coding classes, swapping talent shows for cookery workshops, and basically throwing out the entire “Morning campers!” playbook that’s been gathering dust since 1987.

Whilst everyone’s panicking about cost-of-living pressures, family-friendly searches have hit all-time highs in the UK. Not slightly up, not trending nicely – proper all-time highs.

Remember when family holidays meant a week at Butlin’s with the Redcoats doing their best “Morning campers!” routine? Well, families in 2025 are searching for something completely different, and they’re willing to pay for it.

The opportunity: Professionals who spot what’s actually happening in the next 24 days will position themselves ahead whilst competitors are still running the same tired entertainment programme from 1987.

The Great Family Search Surge 📈

Based on comprehensive search behaviour analysis covering millions of actual searches, here’s what families are actually doing online:

“Family-friendly hotel” is the top related search in the past month. Not “cheap family hotel” or “budget family accommodation” – they’re specifically hunting for family-friendly experiences.

Spoiler: The data shows families aren’t just booking rooms anymore – they’re researching experiences. This isn’t your nan’s package holiday to Blackpool where the highlight was the end-of-pier show.

“Summer classes for kids” doubled in search volume over the past month. “Holiday camp for kids” more than doubled (+110%). These aren’t desperate parents looking for somewhere to dump the kids whilst they nurse a pint – these are families investing in their children’s development during holidays.

What Families Are Actually Searching For 🔍

Here’s the raw data on what families want right now:

Top Holiday Classes Families Are Hunting For

(Based on actual search volumes, past month)

1. Cookery – The surprise winner
2. Coding – Future-focused parents
3. Drawing – Creative development
4. Arts and Crafts – Hands-on learning
5. Tennis – Active experiences

Where Families Want to Go: “Family Hotel” Destinations

(Top searched destinations, past month)

1. Italy – Premium market leader
2. Scotland – Domestic favourite
3. Tunisia – Emerging market
4. Austria – Mountain experiences
5. Switzerland – Luxury positioning

All-Inclusive Family Resort Searches

(Top destinations, past month)

1. Italy – Dominates both lists
2. Algarve – Value positioning
3. Majorca – Reliable favourite
4. Greece – Island appeal
5. Turkey – Budget-conscious choice

The Employment Opportunity 💼

Here’s where it gets interesting – “summer holiday jobs for teachers” is a breakout search in the past month. “Summer jobs for 16 year olds” is up +50%.

What this suggests: There’s a pool of qualified educators looking for summer work, and families seeking quality experiences for their children. It’s like the perfect storm, but instead of chaos, you get opportunity.

Think about it – qualified teachers with time on their hands, families hunting for educational experiences. This isn’t some chaotic talent show where everyone’s pretending to have fun. This is serious potential.

Strategic opportunity: Consider how qualified teachers seeking summer employment could enhance your family programming. Not guaranteed revenue, but worth exploring – especially if you want to move beyond the “Knobbly Knees Competition” model of family entertainment.

The Scotland Opportunity 🏴󠁧󠁢󠁳󠁣󠁴󠁿

Scotland appears as the #2 destination for family hotel searches, sitting between Italy and Tunisia. Yet most family hospitality marketing focuses on Mediterranean destinations.

This is proper “have we got news for you” territory – Scotland’s sitting there like a well-kept secret whilst everyone’s flogging the same Costas and Canary Islands packages.

What the data suggests: Scottish family tourism is underserved relative to demand. It’s like everyone’s queuing for the Rich Tea while the Tunnock’s teacakes sit unnoticed next door.

Strategic consideration: Scotland’s appearance in top family destinations indicates potential for premium family experiences in domestic markets. Think less “organised fun” and more “proper Scottish adventure with actual learning thrown in.”

The Experience Economy Evidence 🎨

“Things to do summer holidays near me” surged +250% in the past month. Families aren’t just booking accommodation – they’re actively planning experiences.

The shift appears to be: From “where should we stay” to “what should we do together.” It’s like the difference between booking a week at Pontins for the accommodation block and actually wanting to create memories that don’t involve trying to find entertainment in a draughty sports hall.

Strategic insight: Businesses positioning themselves as experience providers rather than accommodation providers may capture higher-value bookings. Think less “here’s your chalet key, the bar’s over there” and more “here’s how your family will grow together this week.”

What This Could Mean for Your Business 💡

Based on the search patterns, here are strategic opportunities worth considering:

Experience-Led Marketing

• Families are specifically searching for experiences (cookery, coding, arts)
• Consider partnerships with local providers
• Test experience-inclusive packages

Teacher Employment Programs

• Qualified teachers seeking summer work
• Could enhance children’s programming
• Potential for educational tourism positioning

Scottish Market Positioning

• High search interest, potentially underserved
• Opportunity for premium domestic experiences
• Less international competition

Italy Premium Positioning

• Dominates both family hotel and all-inclusive searches
• Indicates families will pay premium for right Italian experience
• Strong positioning opportunity for Italian properties

Your 24-Day Action Plan📋

Week 1-2: Data Verification

• Review your current family bookings – are they seeking experiences?
• Survey recent family guests about unmet needs
• Research local experience providers for partnerships
• Check competitor programming against search trends

Week 3-4: Strategic Testing

• Test experience-focused messaging vs accommodation-focused
• Pilot educational programming if feasible
• Evaluate Scotland market opportunity
• Consider Italy premium positioning strategy

Success indicators: Not just occupancy, but engagement with experience offerings and premium pricing acceptance.

The Bottom Line (Where the Value Actually Lives) 💰

The data shows families are actively seeking experiences, not just accommodation. They’re investing in their children’s development during holidays, and they’re willing to pay for quality.

Strategic positioning: Stop competing on room rates and start competing on experience quality. The search patterns suggest meaningful opportunities for businesses that understand families want to grow together, not just relax together.

Based on historical search patterns: Businesses that position themselves as experience providers rather than accommodation providers may capture higher-value, more loyal customers.

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Want to get family hospitality intelligence based on actual search behaviour whilst your competitors are still googling “how to holiday business good” at 3am on a Tuesday?