Most Disruptive Industry Trends 2025: Global Women Leaders Speak

Dondra Ritzenthaler, CEO, Azamara says that the travel industry experienced a shift toward more intentional, experience-led travel in 2025.

“The most impactful trend in the travel industry has been the shift toward more intentional, experience-led travel. Guests are no longer focused solely on seeing more places, but on forming deeper connections with the destinations they visit—through culture, cuisine, and meaningful local interactions. This has influenced everything from itinerary design to onboard programming and partnerships ashore. Travelers are prioritizing longer stays, overnights, and authentic moments that feel personal and immersive. This evolution has challenged the industry to rethink traditional models and deliver travel that feels more human, more thoughtful, and ultimately more rewarding", says Dondra.

In 2026, the focus will be on personalization believes Dondra.

To explains, Dondra says, “Looking ahead to 2026, personalization at scale will be the trend with the greatest impact. Travelers increasingly expect experiences that reflect their individual interests, pace, and values, without sacrificing ease or quality. A deeper understanding of guest preferences will help travel brands anticipate needs and shape journeys that feel thoughtfully designed, both onboard and ashore. At the same time, travellers will continue to value authenticity and meaningful engagement with local communities. The brands that stand out will be those that put people first, creating travel experiences rooted in connection, care, and authenticity.”

About Dondra Ritzenthaler: With 40 years shaping the travel industry, Dondra is a visionary leader known for elevating premium cruise experiences, pioneering travel advisor programs, and driving impactful diversity and community initiatives.