At SmartBrief and Future B2B, we keep our fingers on the pulse of the trends and market forces shaping the industries we cover, and the leaders, organizations and businesses that are making a difference. Examining the stories our audiences find most valuable helps us better understand the trends that matter -- and enables us to more effectively serve our professional readers and clients.

Here is some of what our audience of industry decision-makers found most valuable last month.

Top stories from April

International travel to US down 11.6% in March (U.S. Travel 4/11)

U.S. Travel CEO discusses decline in inbound travel (U.S. Travel 4/29)

US boutique hotels face challenges in 2025 (Hotel 4/28)

Fla. bill would redirect hotel taxes from tourism (U.S. Travel 4/23)

REAL ID deadline just two weeks away (U.S. Travel 4/23)

Top trend

The 11.6% decline in international travel to the US in March is a significant indicator of weakening global travel demand, with sharp drops from key regions like Western Europe and Latin America. For professionals in the travel, hospitality, and retail industries, this means a potential shortfall in expected revenue and a need to shift marketing strategies toward domestic audiences or alternative international markets. Marketers should be concerned as fewer international visitors means less foot traffic, lower brand exposure, and reduced spend, especially in tourist-dependent sectors.