European getaways have always been a staple of the travel industry, but as the Euro-Summer trend has taken social media by storm, popular European cities have seen an increase in travelers. As influencers and everyday travelers showcase their European summers on TikTok and Instagram, the popularity of these desirable locations swells, focusing on the aesthetics of European lifestyles. Euro Summer has turned into a cultural movement that travelers eagerly buy into and brands use as a promotion. For smaller travel companies, this trend is a valuable opportunity to align themselves with current trends in travel. To better understand how this Euro Summer trend can be leveraged, I asked our PR experts a few questions to better understand how this viral trend can be used to increase visibility and engagement.

I asked our PR & growth experts: How can PR teams continue to use to Euro Summer trend to increase engagement without coming off as inauthentic? How can this trend be transitioned into other seasons when summer ends? Is there a certain angle of Euro Summer that is more successful, such as catering towards luxury or affordability?

Here are the experts' insights.

• Check if yearly European travels are realistic for your core audience
• Affordable Euro guides present high engagement and shares
• "Euro State of Mind"
• People crave the Euro aesthetic
• Affordability with style wins more hearts than über-luxury
• Aspirational and accessible
• Be about the actual and local experience
• Accessibility, train travel, fresh produce

Check if yearly European travels are realistic for your core audience

Emily Reynolds-Bergh, Owner at R Public Relations

"One way to capitalize on the Euro Summer trend while remaining authentic is to consider whether yearly European travels are realistic for your core audience. If the answer is yes, go crazy with cerulean blue and orange color stories, sparkly water images, and inspired summer outfits! If not, consider how you can twist the trend to work for your audience. Maybe you go for a satirical take, or you show your audience how to recreate Euro Summer vibes from home. Resonating with your audience is the most important thing."

Affordable Euro guides present high engagement and shares

Dwight Zahringer Founder at Perfect Afternoon

"PR teams must embrace user-generated content and authentic traveler experiences—not staged but amplified. Focus on showcasing “hidden gem” towns or slow-travel experiences, which speak to the trust and differentiate against the huge saturation of influencers presenting experience-based content.

Transition beyond summer: Make “Euro Summer” a lifestyle and not a season. What does Autumn in the Alps look like? Winter in Vienna? Off season Amalfi? Use the season to keep the vibe going, but instead of saying, "it was a deal in the summer," talk about value and the culture.

Luxury vs. affordability? Both are valid, but be clear. Luxury Euro content (Villa stay, private chef) is aspirational, therefore those garner the "likes." Affordable Euro guides (train pass, street food, locally-sourced stays) present high engagement and shares."

"Euro State of Mind"

Hiren Shah, Founder at Anstrex

"Euro Summer fashion is not only a pretty place, but it is a complete viral aesthetic with transportation, lifestyle and aspiration, and seasonality. For smaller travel initiatives, the ultimate use of the trend will be the authenticity or true 'realness' with that emotion attached. Don't copy influencers, support them! You can be complementary to what they do. Ensure to give an authentic travel storytelling experience, and expose an extraordinary local offering. For example, avoid looking like you are curating overly polished and forced content.

After you move the trend beyond summer, you can always just call it "Euro State of Mind". It is not even about the beach; it is about the leisurely speed, café culture, contemporary casual, etc. The point is there is still a chance for a brand to extend that idea into Fall get-aways or cozy winter escapes with a Euro flavour.

And affordability is booming right now, even marketed as "Affordable Luxury". We have seen in our Anstrex data that campaigns that combine elegance with affordability are far more successful than the austerity model of luxury or from the extreme affordable nightmare."

People crave the Euro aesthetic

Matthew Goulart, Founder at Ignite Digital

"The problem most PR teams face with Euro Summer are they try to mimic influencers instead of building campaigns inspired by the audience’s aspiration.

In one campaign for Just Bathrooms, we didn’t showcase products, we sold lifestyle. By leaning into aspirational European design themes trending on Instagram and Pinterest, we helped boost their organic traffic by 293% and new users by 350%, simply by reflecting what people want to see themselves in, not just see. Travel brands can do the same, ditch the brochure tone, and curate stories around the feeling of Euro Summer.

The trick to extending this trend into fall and beyond is to follow human desire, not the calendar. People crave the Euro aesthetic, quiet luxury, food culture, slow mornings in cobbled streets, all year round.

Package that into “Autumn in the Algarve” or “Off-Season Paris” experiences and you keep your PR strategy relevant. Think less like a travel agent, more like a dream architect. The goal isn’t to look authentic, it’s to become part of the fantasy."

Affordability with style wins more hearts than über-luxury

Dan Mogolesko, Owner at JD Buys Homes

"The Euro Summer trend works because it's an attitude, not a destination. It's less geography and more atmosphere: languid mornings, coffee shop culture, and an aromatised feeling of effortless beauty. PR teams can be truthful by taking inspiration in a genuine sense, showing real moments of tourists or micro-influencers rather than highly produced imagery that feels false. A quick snap on an iPhone of someone writing in a journal on the Amalfi coast can compete with a highly produced drone clip when the mood is more cozy.

To do this in autumn and winter, change the lens, not the narrative. Euro Autumn or Alpine Winter can share the same emotional continuity, with warm train journeys through golden scenery, candlelit dinners in Paris, or snowy Dolomite mornings. The mood hasn't altered; only the weather.

Affordability with style wins more hearts than über-luxury, especially on social media. Tourists desire to feel as if they can afford that experience without shelling out five figures. But PR teams shouldn't say it like "budget travel." Frame it as smart travel that feels and looks expensive, and that message resonates.

Summer in Europe isn't a season, it's a mood one wants to live in all year. The victors are the marketers who sell the mood, not the flight."

Aspirational and accessible

Emily Demirdonder, Director of Operations and Marketing at Proximity Plumbing

"Euro Summer works because it sells a mood that feels both aspirational and accessible. PR teams should tap into that by spotlighting specific, tangible experiences that real customers are already having. Think €20 beach dinners in Naxos, Vespa rides through Tuscany, or a $100 wine tour in Puglia. These are the images people save and share. The more grounded and specific, the more believable. Reposting aesthetic shots is not enough. You need original content built around small but clear details.

To move the momentum into the off-season, shift the tone from vibrant to atmospheric. Autumn in Europe is underrated. Push misty morning shots of Lake Bled, empty cobbled streets in Bruges, or chestnut stands in Lisbon. Change the wardrobe and color palette. Swap Aperol and linen for espresso and boots. The point is not to drag summer out. It is to reframe the same cities through a different rhythm.

Luxury tends to dominate the feeds, but affordability converts. Budget experiences packaged with intentional design and curated storytelling often get more saves and shares. A $60 picnic on a Parisian balcony, if framed well, competes with $600 hotel suites. What makes Euro Summer click is not the price tag. It is the intimacy of the moment."

Be about the actual and local experience

Alex Smith, Manager & Co-Owner at Render3DQuick.com

"In the realm of travel marketing, the Euro Summer trend, while powerful, risks becoming a cliche. The key to continued success for smaller travel companies is not to merely participate in the trend but to redefine it with authenticity and strategic depth.

The trick to ensuring that travel brands keep riding the Euro Summer trend without appearing inauthentic, then, is to change the discourse to be about the actual and local experience. The most prominent trend on the social media tends to present a polished, glamorous picture of traveling, ideal sunsets, beautiful cafes, and a particular style of clothing. This may feel artificial to most of the audiences, who know their travelling will not be exactly like that.

Instead, it is more effective and honest to put into the forefront the human stories of a place. This could mean creating content around a local artisanal craftsman in Florence, a family taverna in a small Greek village or a historical walking tour with a lifetime resident of Lisbon in the case of a smaller travel firm. Such as, a PR campaign may include a 90 sec video of a local chef discussing the history behind a dish, or a series of photos of the raw, unedited beauty of a town at dawn when the tourists are not there. This strategy appeals to the need to have a genuine experience as opposed to having a photo-op. With the insider insights, brand can become a reliable destination, rather than another player in the viral phenomenon. This further engages the user as it appeals to the desire of the traveler to connect on a deeper level than with the aesthetics of what they see. It also enables the trend to be carried into other seasons. A business might discuss the wrapping up of the Euro Autumn by emphasizing harvest festivals, wine tasting tours, the peaceful charm of an off-season city or a festive winter in Euro by talking about Christmas markets and local customs. Such imaginative reinterpretation of the viral trend can make a brand relevant even when the summer is over."

Accessibility, train travel, fresh produce

Meera Watts, CEO & Founder at Siddhi Yoga

"I believe that travel brands can keep utilising the Euro Summer trend provided they remain focused on the storytelling. Target the authentic experiences, sun kissed escapes, low pace of life, affinity with nature. It is not selling a backdrop but giving people a reason to want to go to that lifestyle both mentally and physically. That is what it feels like telling the truth.

I have outside seasons extended. The post summer period makes me focus on grounding and reflection. Fall does not mark the death of travel or wellness, it is simply a more in depth chapter. If you created interest around the theme of freedom and ease over Euro Summer, build that out with the change in seasons by creating interest around the theme of stillness and intention. The theme goes on, the tone goes off.

Both luxury and affordability sell. Clarity is what counts. When you sell luxury then focus on depth, space and time, such as a vacation in a villa with Ayurvedic therapies. Community and accessibility, train travel, family owned camps, fresh produce, if it is within budget. Both should have emotional truth. I have witnessed individuals being more active when it is not a set up. Be specific, be sincere, and the trend keeps its strength long after the summer goes."

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