Reconnecting to the Traveler’s Mindset: Key Takeaways from Hospitality University 2025

West Virginia’s tourism industry stands at a pivotal moment. With record-breaking visitation numbers, evolving traveler expectations, and new opportunities driven by digital content and AI, the state has the chance to strengthen its position as a premier travel destination. This year’s Hospitality University, hosted by the West Virginia Hospitality and Travel Association, provided valuable insights to help shape tourism marketing strategies in 2025.

Understanding the Shift: Travel as a Need, Not Just a Want

According to Longwoods International, 90% of Americans have travel plans in the next six months, demonstrating an unwavering demand for exploration. However, the way people travel is changing. Rising costs aren’t discouraging travelers from taking trips — they’re adjusting their plans rather than canceling them. West Virginia is well positioned as a lower-cost destination but must continue to show value by providing unique, meaningful experiences that justify the investment.

The Power of Video in Travel Planning

Digital marketing is playing an increasingly crucial role in travel decisions. Studies show that 66% of travelers use video to plan trips, while 54% watch videos to help choose accommodations. For marketers, video is an invaluable tool, with 90% reporting positive ROI from video content.

For West Virginia tourism businesses, this means:

• Partnering with professional video agencies (like us!) to create high-quality content.
• Embedding videos on websites and YouTube to improve search rankings.
• Showcasing authentic experiences that connect emotionally with travelers.
• Utilizing platforms like TikTok to personify your brand and maximize organic reach.

AI & the Future of Personalized Travel

AI is revolutionizing how people plan their travels, offering powerful tools for personalized recommendations. To stay competitive, West Virginia tourism partners must embrace AI, actively monitor their presence in these platforms, and ensure that the information being surfaced is accurate and engaging.

Preparing for the Future: Community & Engagement

While the numbers show growth, tourism success isn’t just about attracting visitors — it’s about ensuring communities are ready to welcome them. A community engagement plan is crucial to maintaining balance and sustainability. By proactively addressing concerns, investing in infrastructure, and fostering a welcoming environment, West Virginia can create lasting travel experiences that benefit both visitors and locals.

Legislation & Investment: The Economic Case for Tourism

While the future of tourism funding is currently unknown (tune-in on Feb. 12), State legislators are making moves to ensure tourism continues to thrive. Notable legislative efforts include:

• “The Fruit Bill” aimed to expand wineries and agritourism.
• PODA (Private Outdoor Designated Area) legislation has successfully expanded tourism opportunities without complaints or incidents.
• Push for continued investment in tourism due to its 19:1 return on investment.

It’s Time to Reconnect

West Virginia has a unique opportunity to embrace change, harness technology, and create deeper connections with travelers. Whether through national park expansions, video storytelling, AI-driven planning, or legislative support, the future of tourism in the state depends on understanding and adapting to evolving traveler needs.

By focusing on value, community, and sustainability, West Virginia can ensure that tourism remains not just an economic driver but a meaningful experience for all who visit. Now is the time to reconnect — to the traveler’s mindset, to the community, and to the heart of what makes West Virginia “almost heaven.”