Technology

Defying Convention to Deepen Connections: Booking.com’s Predictions for Travel in 2025

Published

2 years ago

October 16, 2024

Research shows that American travelers will reject tradition and rewrite the rules, taking travel to new directions in the year ahead

NEW YORK, Oct. 16, 2024 /PRNewswire/ — Booking.com’s annual Travel Predictions research* reveals that travelers will be rewriting their playbook in 2025, defying the rules of conventional getaways, and forging new connections with themselves, their loved ones, those they meet along the way, as well as the destinations they visit. Whether rewriting the norms of expected travel based on age, gender, or simply what society thinks travel should look like for anyone, emboldened travelers are breaking out of familiar patterns and using their individual journeys to fuel and find personal growth.

“Travel plays a central role in bringing people closer together with our research showing that Americans are looking to develop deeper connections and a sense of unity through their travels in the year ahead,” comments Ben Harrell, Managing Director, US at Booking.com. “The trends we see emerging for 2025 toss conventional travel aside and make room for more non-traditional experiences that accept and embrace uncertainty. Luckily, the travel industry is an economic engine for the country that can break down barriers, renew relationships, and proffer personal growth. Booking.com remains committed to contributing to the positive impact of travel in 2025 and beyond, investing in technology that makes it easier to experience the world in an even more personalized way, aligned with trends and preferences that are important to Americans.”

Booking.com’s predictions for travel in 2025 are as follows:

SKI Trips: Boomers will throw caution to the wind and push the limits on generational travel

Forget a restful retirement; baby boomers are rewriting the rules on travel, showing the rest of the generations what ‘living their best life’ is all about. ‘SKI’ trips will be on the rise – but not on the slopes – as parents and grandparents flip priorities by Spending Kids’ Inheritance (SKI) instead of squirreling their savings. Two-fifths (41%) of American parents would rather spend money on a trip of a lifetime in 2025 than leaving inheritance to their children – with baby boomers coming in at 45% and the silent generation (those over 80) at 40%.

But next year, this trend will take on an altruistic approach, as older relatives look to splash the cash among their families, helping the younger generations through the cost of living crisis by paying for their next vacation. While the majority (51%) of Americans admitted that their parents had already paid for their vacations or part of their vacations since being an adult, boomers are likely to influence an uptick thanks to the 77% who are happy to pay for their children and 81% who are happy to pay for their grandchildren when booking their next trip. Prepare for more multi-generational trips courtesy of the Bank of Mom & Dad or Bank of Grandma & Grandpa.

But not only will boomers be opening their wallets in 2025, an emerging cohort are also expected to defy their years and conventional expectations in favor of thrill seeking in 2025. Over one-third (37%) of this generation are interested in vacations that involve adventure (up from 17% in 2024**) and 20% are eager to push beyond their established comfort zones, reconnecting with the reckless abandon of youth.

NocTourism: Travelers will have their head in the clouds as they look towards celestial happenings, cooler climates, and midnight magic

With space tourism edging ever closer to reality, American travelers will be focused on building connections with the universe as they turn to more attainable astro-pursuits in 2025. Ditching the daylight crowds for midnight magic, over half (59%) of Americans are considering visiting darker sky destinations with starbathing experiences (63%), star guides (55%), once in a lifetime cosmic events (52%) and constellation tracking (52%) top of the stellar adventure list.

Concerns around climate change have also influenced this shift, with half (50%) planning to elevate their nighttime pursuits to avoid rising daytime temperatures and one-third (33%) of Americans preferring to vacation in cooler locations. Protection from UV rays is important for 57% of Americans who say they plan to reduce the amount of time they spend in the sun, while more than half (52%) expect to plan activities in the evenings and early mornings when the sun is at its lowest.

An appreciation for the nocturnal world is also expected to deepen American travelers’ connections with nature, as the majority (52%) would book a place to stay without lights to encourage less light pollution and preserve flora and fauna. .

Boyz II Zen: Men are set to abandon bravado and embrace the introspective guys’ trip

Booze and bravado are set to take a back seat, as men lean in favor of guys’ trips rooted in wellbeing, self-development and empowered vulnerability. With cultural change bringing progress to conversations around men’s mental health and societal pressures, moments that combat loneliness and prioritize more mindful bonding will prevail in travel. Nearly half (46%) of Americans confirmed that they would encourage one of the men in their life to go on a men-only trip, jumping to 69% for Gen Z and 65% for millennials.

American male travelers are casting aside societal expectations and ‘bro culture’ cliches to rest and rejuvenate (27%), embrace personal growth (27%), switch off from the stresses of everyday life (19%), and pursue mental health benefits (18%). Building connections, both old and new, will be crucial with a quarter (25%) looking to make new friendships, 19% looking to improve their relationship building skills with friends and family and 12% considering a men-only trip to tackle feelings of loneliness.

And further defying expectations, it’s women persuading the men in their lives to go on a men-only trip, with 54% encouraging their partner, 29% their friends, 24% their brother and 14% their father to put themselves first.

The Gate Escape: Airports will become the destination, not just a stop along the way

Gone are the days of arriving ‘just in time’ to avoid lingering in crowded lounges post-security, as American travelers reframe their 2025 vacation kick-off to embrace a new era of airport entertainment. More than a quarter (27%) express an interest in visiting somewhere because of its airport, with 57% curious about airports that offer more unique experiences or facilities.

But it’s Gen Z and millennials who will likely set to fuel this trend. Among both, 53% are keen to consider destinations based on their airport, rejecting stressed-out stereotypes in favor of indulgent experiences: from sleep pods (28% Gen Z, 33% millennials) and spas (34% Gen Z, 34% millennials) to Michelin star restaurants (15% Gen Z, 22% millennials). With this flip in mindset, American travelers are expected to turn every missed connection into a slay-over next year.

With more than half (52%) of American travelers suggesting they would feel more excited and stress-free about their trip if there were a wider array of facilities for use prior to their flight, vacations will start long before the plane is boarded. In 2025, the start of the journey could be just as exciting as the destination.

Passport to Longevity: Travel experiences that play a role in living a longer, healthier life will be in higher demand

With more than half (52%) of American travelers revealing they would pay for a vacation that’s sole purpose was to extend their lifespan and wellbeing, 2025 could mark the first year of the rest of their longer lives.

A vacation is no longer just time to unwind. Driven by the desire to cultivate better lifestyle choices, almost half (49%) of American travelers are interested in a longevity retreat – a super-charged flex on traditional wellbeing itineraries where temporary fixes are replaced in pursuit of a longer, healthier life.

Deep revitalization is a top priority, from body vibration (48%) and red light therapies (47%) to cryotherapy (32%) and stem cell treatment (35%). More than half (57%) are looking for new wellness activities they can mix into their daily lives as they reconnect with a more balanced version themselves, including learning about timed coffee ingestion (30%) and IV therapy (29%).

Vintage Voyaging: Travelers will rethink souvenirs, opting for unique, secondhand finds to commemorate their trips

Vacation wardrobes will get a makeover in 2025, as trendy travelers turn vintage voyagers, hitting thrift stores while on holiday to curate a more sustainable suitcase. Over a third (38%) of American travelers said they would be interested in buying their vacation wardrobe during their trip rather than before, jumping to 59% of Gen Z, while 55% would visit thrift stores on vacation with nearly three quarters (74%) having already bought vintage or second-hand products when abroad.

No doubt influenced by both cost and climate awareness, this shift isn’t just about style – it’s about staying savvy. With 58% of American travelers intending to be thriftier on their trips and 67% tightening budget planning in order to maximize their experiences, finding bargain hidden gems in second-hand stores will become a pivotal part of the adventure in 2025. Flying in the face of fast fashion and mass consumerism, more than one-quarter (27%) say they find better quality products in vintage stores abroad than at home, while 29% say they buy vintage on vacation because they find better bargains.

With travelers interested in bringing home pieces that tell a story, a thrift trip is now more than just shopping; it’s a way to bring cultural connections back home, all while making eco-conscious and wallet-friendly choices. Move over fridge magnet, vintage clothes will be the new souvenir of choice in the year ahead

AI = Alternative Itineraries: Travelers will tap into technology to source more travel experiences to meet their unique needs and expectations

New technologies are already helping travelers find experiences tailored to their needs, but in 2025 we’ll see innovations being leveraged to help people travel more respectfully, caring for the wellbeing of the destinations they visit and meeting the needs of diverse travelers with more specific travel needs and expectations.

Almost two-thirds (62%) will use technology to make informed decisions that contribute positively to the locations they visit. AI-powered tools, like Booking.com’s AI Trip Planner, are set to play a pivotal role in shaping these journeys, withAmerican travelers also expected to apply a more responsible lens to how they are using technology. Nearly half (49%) of American travelers won’t tag locations on social media when visiting a lesser known destination in 2025 to keep it under wraps and avoid encouraging flocks of Instatourists. Technology will equally play a role in finding alternatives that can be shared without the guilt of overburdening the usual hotspots, with 61% hoping to use technology to find less crowded areas.

With different ways of thinking and processing information, neurodivergent travelers will also be using emerging and evolving technologies to put their needs in the spotline and revolutionize how they experience the world in 2025. Over two thirds (67%) of travelers who identify as neurodivergent are interested in AI tools that would provide them with up-to-date travel information, reports of delays and suggestions on quieter, less busy spaces in airports and hotels. Sensory rooms in airports, hotels and other locations are sought after by 67%, while 77% would like to see more ‘block out noise’ options across the travel experience.

For more information about Booking.com’s 2025 Travel Predictions, please visit Booking.com/2025-travel-trend-predictions-report.html. To download the global Travel Predictions 2025 report visit https://news.booking.com/.

CONTACT DETAILS

For any queries, please contact Kelly Wells, kwells@hs-pr.com

METHODOLOGY

* Travel Predictions 2025 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. 1,006 respondents from the US were polled. Respondents completed an online survey in July-August 2024.

** Travel Predictions 2024 research commissioned by Booking.com and conducted among a sample of adults who plan to travel for business or leisure in the next 12-24 months. 1,005 respondents from the US were polled. Respondents completed an online survey in July 2023.

View original content:https://www.prnewswire.com/news-releases/defying-convention-to-deepen-connections-bookingcoms-predictions-for-travel-in-2025-302277510.html

SOURCE Booking.com

Technology

JK Tech Brings Agentic AI to the Forefront at Two Major Industry Events

Published

2 hours ago

May 12, 2026

NEW YORK, May 12, 2026 /CNW/ — JK Tech, a global AI and Data solutions provider has announced its participation in two premier U.S. industry forums- HFS Spring Summit and Datos Regional Property & Casualty Insurance Forum, underscoring its commitment to helping U.S. enterprises accelerate AI-led transformation with measurable business outcomes. The company will showcase how its AI-first portfolio is enabling enterprises across industries to move beyond experimentation and operationalize intelligence at scale.

As U.S. businesses grapple with growing complexity, disconnected systems, and mounting pressure to do more with less, JK Tech is stepping in with a clear message: intelligence shouldn’t sit in silos- it should be adaptable and agile.

At the HFS Spring Summit, the spotlight falls on JIVA, JK Tech’s enterprise-ready Agentic AI platform, alongside its Enterprise Ontology framework. Together, these solutions help organizations build AI systems that are contextual, governed, and explainable — not just powerful. The goal is faster decisions, modernized service delivery, and meaningful transformation across enterprise operations. Retail and commerce leaders will also get a look at Orbiee, JK Tech’s conversational commerce platform, which brings intent-aware, emotionally intelligent engagement to customer interactions, driving more personalized experiences, stronger loyalty, and better conversion outcomes.

At Datos Insights, JK Tech shifts focus to the insurance sector, showing how the same AI-led approach can help insurers modernize underwriting, claims, customer service, and core operations. The emphasis is on contextual intelligence, responsible AI, and automation that delivers real, measurable results, not just technological novelty.

Across both events, JK Tech’s core argument is consistent: the future of enterprise AI isn’t about isolated pilots. It’s about systems that work together, at scale, in the real world.

“U.S. enterprises are no longer looking for AI that simply informs, they need AI that acts,” said Deepak Srinivasan, Chief Solutions Officer at JK Tech. “We’re helping organizations move from disconnected experimentation to intelligent, outcome-driven execution by combining agentic AI, trusted enterprise data, and domain context into systems that deliver measurable business value.”

By participating in both forums, JK Tech is reinforcing its role as a reliable transformation partner for U.S. enterprises.

About JK Tech

JK Tech is a GenAI-focused data and AI services organization empowering enterprises across Retail, CPG, and Insurance. Through deep expertise in data platforms, AI orchestration, and enterprise transformation and flagship solutions such as JIVA, its Gen AI Orchestrator, and Orbiee, its conversational commerce platform, JK Tech helps global organizations unlock actionable insights, operational excellence, and sustainable growth. To learn more, visit www.jktech.com. Find JK Tech on X, LinkedIn.

Logo: https://mma.prnewswire.com/media/2088130/JK_Tech_Logo.jpg

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SOURCE JK Tech

Technology

Instacart Joins Collaborative for Healthy Rural America (CHRA) to Expand Access to Nutrition and Essential Goods

Published

2 hours ago

May 12, 2026

The collaboration supports states advancing CMS Rural Health Transformation initiatives with technology-enabled implementation, AI-driven virtual primary care, and integrated access to food and community-based services

WASHINGTON, May 12, 2026 /PRNewswire/ — The Collaborative for Healthy Rural America (CHRA) today announced that Instacart has joined the collaborative, expanding its ability to help states address chronic disease and improve health outcomes by integrating access to nutritious food and essential goods into coordinated care delivery models. The addition of Instacart further enhances the collective approach to longitudinal, AI-enabled primary care and community engagement advanced by Deloitte Consulting LLP, Lumeris, Nuna, Teladoc Health, and Unite Us.

Instacart joins CHRA to help rural communities address chronic disease through better nutrition access.

The addition of Instacart comes as states begin implementing new Rural Health Transformation (RHT) initiatives with funding from the Centers for Medicare & Medicaid Services (CMS). State teams are pivoting from outlining five year plans to operationalizing and demonstrating near term progress.

“Expanding access to nutritious food is one of the most powerful things we can do to improve health outcomes,” said Sarah Mastrorocco, Vice President and General Manager of Health at Instacart. “Through Instacart Health, we’re working to use delivery of nutritious groceries as a tool to help Americans prevent and manage chronic conditions. By joining CHRA, we have an opportunity to integrate our capabilities into care delivery models further, helping states address the root causes of disease while improving access, engagement, and outcomes in rural communities.”

With approximately $10 billion in first-year RHT funding awarded nationally, states are advancing implementation within defined timelines while strengthening workforce capacity, governance structures, and performance management capabilities required under CMS cooperative agreements. As Year 2 funding decisions are informed by Year 1’s progress, states are focused on demonstrating early implementation while building durable systems designed to be sustained beyond federal funding.

The CHRA was formed to support state-directed implementation of CMS’s RHT program. CHRA brings together private sector experience and proven, interoperable technology to help states move rapidly from planning to execution. By combining advanced analytics, virtual care, interoperable data platforms, and closed-loop referrals for community-based service integration, CHRA enables states to operationalize complex rural health transformation initiatives at scale, reducing the need for each state to build new capabilities from scratch.

CHRA’s founding collaborators include Deloitte, Lumeris, Nuna, Teladoc Health, and Unite Us. The addition of Instacart to the collaborative helps states expand access to nutritious foods and everyday essentials to address chronic disease and related needs. Together, CHRA represents a comprehensive operating model that is intentionally aligned with CMS expectations, reducing the need for health systems to assemble and manage disparate components independently

Built Around State-Identified Challenges

CHRA conducted a detailed review of publicly available state RHT plans to understand the challenges states themselves have identified as most urgent. While needs vary by geography, four themes consistently emerged across plans.

1. Infrastructure Misalignment in Rural Health Systems

States across the country describe a structural mismatch between legacy rural health infrastructure, declining populations, and fee-for-service payment models. The State of Wyoming notes that rural hospitals face “high fixed costs and low patient volume,” while still needing to maintain emergency capacity. Vermont reports that more than half of hospitals operate at a loss due to low volume, workforce shortages, aging infrastructure, and high fixed operating costs. Illinois highlights large inpatient facilities that are rarely fully occupied, undermining financial viability. Across the country, rural health transformation plans converge on the need for alternative payment models, redesigned delivery systems, flexible workforce strategies, and technology-enabled care to create sustainable models of care.

How CHRA can help states:
CHRA supports states in exploring and operationalizing redesigned care delivery models better suited to low volume, high fixed cost environments such as those intended to be addressed by RHT initiatives. At the core of this approach is the transformation of primary care from episodic, site-based care to continuous, coordinated, and population-driven models that better meet the needs of rural communities.

Through interoperable service models, built to complement existing EHR and HIE systems, CHRA has the opportunity to support beneficiary identification, outreach, virtual and in-person care, care coordination, and outcomes tracking. For instance, CHRA member Lumeris, powered by Tom™, enables primary care teams to operate with greater reach and efficiency—proactively managing patient populations, closing care gaps, and extending care beyond traditional settings.

These supports, alongside virtual care delivery through Teladoc Health’s network of providers and Nuna’s AI-native patient engagement mobile app, introduce a more scalable, prevention-oriented primary care model that aligns payment, workforce capacity, and service delivery with population needs while relieving rural facilities of the burden of sustaining underutilized infrastructure on their own.

2. Gaps in Preventive Care Delivery

States report persistent barriers to preventive services. The State of Iowa cites gaps in early detection and prevention. The State of Maine highlights limited capacity for population-level screening and outreach. Workforce shortages, transportation challenges, and infrastructure constraints limit consistent access to preventive care.

How CHRA can help states:
CHRA leverages population data, predictive analytics, and AI-supported outreach to help states identify priority populations and close preventive care gaps. Unite Us’ Self Sufficiency Score establishes a benchmark, connecting rural residents to medical, behavioral, and community support services via an integrated closed-loop referral and payment platform.

Utilizing the Tom™ platform, CHRA extends prevention beyond episodic care by continuously monitoring patient needs, proactively identifying rising risks, and engaging individuals between visits through timely, personalized outreach. By orchestrating interventions across care teams and community resources, Tom helps ensure preventive actions happen earlier, before conditions escalate, enabling more consistent care, improving health outcomes, and reducing downstream costs associated with avoidable complications.

3. High Burden of Chronic Disease

Chronic disease management is a central concern across state plans. The State of Nevada identifies heart disease, cancer, and chronic lower respiratory disease as leading causes of death. The State of New Jersey emphasizes the need to modernize identification and access to treatment. The State of New Mexico calls for expanded specialty access and evidence-based models, while the Commonwealth of Virginia highlights access to nutrition as a root cause of poor health.

How CHRA can help states:
CHRA helps states more effectively prevent and slow chronic disease by enabling continuous, data-driven management of patient populations. Tom identifies rising-risk individuals, closes care gaps, and proactively engages patients between visits—supporting adherence, surfacing unmet needs, and coordinating timely interventions across care teams. Through CHRA, partners like Teladoc Health that integrate Instacart Health tools, will extend this model by enabling interventions that deliver personalized, clinically aligned nutrition support directly to patients, addressing key drivers of chronic conditions. Using Instacart Health Fresh Funds, stipends for nutritious food, and Care Carts, which allow organizations to order groceries on behalf of others, partners can build programs that address the needs of rural communities. Together, this approach tackles root causes, improves long-term disease management, and reduces avoidable emergency utilization.

4. Workforce Shortages and Provider Access

States consistently cite challenges with recruiting and retaining providers. The State of Ohio reports service lines at risk due to workforce shortages. The State of Nevada ranks near the bottom nationally in physician availability. The State of Georgia reports that most counties are facing a shortage of OBGYNs or pediatricians. Nationally, more than 190 rural hospitals have closed since 2005, with hundreds more at risk, according to the North Carolina Rural Health Research Program.

How CHRA can help states:
CHRA supports Primary Care as a Service (PCaaS) models using solutions like Lumeris’ Tom™ platform, which provides the backbone technology that extends provider capacity through AI-assisted triage, virtual care, and team-based workflows. Deloitte provides cross-platform interoperability and data integration services, grounded in decades of experience supporting states. And Teladoc Health has the largest nationwide network of virtual care providers including licensed clinicians, therapists, and health coaches, and can help patients access care quickly amid shortages or barriers to care. These approaches aim to expand access while keeping local providers at the center of care and reducing burnout.

Looking Ahead

States will report Year 1 progress to CMS in October 2026. Those that demonstrate measurable improvements in access, utilization, and sustainability will be positioned for continued funding. CHRA’s role is to support states in achieving early momentum while building sustainable rural health systems.

About CHRA

The Collaborative for Healthy Rural America (CHRA) is a coalition of organizations supporting state led rural health transformation initiatives through coordinated, implementation focused support across care delivery, data, community integration, and sustainability.

Learn more: https://healthyruralamerica.org

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SOURCE Lumeris

Technology

Branford Castle-Backed Lafayette Instrument Acquires Sutter Instrument Corp.

Published

2 hours ago

May 12, 2026

Significantly Expands Its Life Sciences Instrumentation Product Offerings

NEW YORK and BOCA RATON, Fla., May 12, 2026 /PRNewswire/ — Lafayette Instrument, LLC, a leading global manufacturer of scientific instrumentation equipment for the life sciences, polygraph and human evaluation markets, today announced that it has acquired Sutter Instrument Corp. Terms of the transaction were not disclosed.

Lafayette is a portfolio company of North American-focused private equity firm Branford Castle Partners. Sutter marks the fifth bolt-on investment for Lafayette since being acquired by Branford Castle’s Fund II in 2021.

With the acquisition of Sutter, Lafayette reinforces its commitment to provide unparalleled support to the life science research community through experiment-focused software and instrumentation. Sutter is a leading provider of precision scientific instruments used by universities and research institutions globally for electrophysiology, neuroscience, and other related life sciences research.

Benjamin Mangrich, CEO of Lafayette Instrument, said, “Sutter Instrument has been a global leader in instrumentation supporting cellular research and electrophysiology for over 50 years. The company’s strong product portfolio, deep technical expertise, and commitment to customer success make them a natural complement to Lafayette Instrument’s Life Science portfolio.”

Ceon Francis, Managing Director at Branford Castle, stated, “This acquisition strengthens Lafayette’s platform and broadens its product offering to better serve a growing base of life sciences customers who demand the latest tools and technology. We are excited to collaborate with management as we continue to build on the company’s momentum and drive long-term growth.”

Branford Castle was advised by its legal counsel Akerman LLP, and RSM served as its accounting/tax advisor. EC M&A acted as financial advisor and Donahue Fitzgerald LLP acted as legal advisor to Sutter. Byline Bank is providing senior debt financing and Brookside Capital Partners is providing mezzanine debt financing for the transaction.

ABOUT BRANFORD CASTLE PARTNERS
Branford Castle is a private market investor focused on lower middle-market investments, with more than 35 years of helping to grow businesses. The Firm typically makes control investments in companies with up to $15 million of EBITDA and a leadership position in a niche industry. Branford Castle prides itself on the strong relationships it develops with its portfolio company managers. Branford Castle has particular expertise in industrials/specialty manufacturing, consumer products, business services and logistics.

ABOUT LAFAYETTE INSTRUMENT
Lafayette Instrument Company has over 75 years of experience engineering and manufacturing high-quality scientific instrumentation and data acquisition equipment for disciplines such as biology, neuroscience, pharmaceutical and medical research, physical therapy and rehabilitation, security, and law enforcement. Lafayette is positioned at the forefront of neuroscientific discovery, human evaluation, and credibility assessment.

Media Contact:
LLYC
Jennifer Hurson
Jennifer.hurson@llyc.global
Or
Joanne Lessner
Joanne.lessner@llyc.global

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SOURCE Branford Castle Partners