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Top 10 Campaign in Travel · September 2026
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Top 10 Campaign
Travel · September 2026

Lore-Tripping

PR Campaign
Wednesday 26th August, 2026

Airbnb turned its autumn travel data into a new phrase: “lore-tripping” — visiting small towns for their strange histories, local legends and offbeat attractions. The trend report highlighted Gen Z interest in lesser-known destinations and gave the media a ready-made list of places to explore.

Why it worked: They coined a sticky, social-native term and backed it with proprietary seasonal data plus a reporter-ready list of specific towns.

The lesson: Consider naming an emerging behavior in plain language, tie it to a timely moment, and supply ranked, localizable examples from your own data.

Airbnb
2 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
themanual.com What is ‘lore-tripping’? The new Gen Z travel trend dominating fall - The Manual Wednesday 26th August, 2026
themanual.com What is ‘lore-tripping’? The new Gen Z travel trend dominating fall - The Manual Wednesday 26th August, 2026
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