Executive Summary Artificial intelligence (or AI) is changing how travelers discover and evaluate travel options. Tasks once ...

Trend lifecycle reports lay out the current phase of a trend and how this affects markets, providing key evidence, a decision horizon and actions that can be taken. This trend is just beginning to ...

Decision briefs lay out the key evidence, strategic context, and paths forward behind a specific strategic choice. Skift's recommended path is option B (see section 5). Hotels have spent the past ...

Global travel demand remains resilient, but the strongest growth opportunities are concentrated in emerging markets, where higher travel intent and rising spending power are driving faster momentum ...

This report highlights the latest insights from the Skift Travel Health Index. The index covers travel’s performance since January 2020, up to and including January 2026. The Skift Travel Health Index ...

Consumer love for travel, rising demographics, and exciting innovation square off against unstable geopolitics, affordability challenges, and a lukewarm economic expansion Perhaps the one word to ...

Travel demand is holding in 2026, but growth will favor markets and brands that adapt as power shifts geographically and behaviorally. As we head into 2026, global travel demand remains resilient — ...

The global online travel agency (or OTA) market is experiencing sustained, moderate growth, fueled by resilient international travel demand and rapid digital transformation across all travel sectors.

Hotel loyalty is being reshaped by rising traveler expectations, rapid advances in technology, shifting economic conditions, and evolving owner priorities. This report maps the forces redefining ...

This report provides an in-depth analysis of the global car rental market, offering current market sizing and future growth projections. It is segmented by region (the Americas, Europe, Asia-Pacific, ...

Profitability, not demand, is now the key metric for investors tracking the U.S. hotel sector.

The global cruise industry generated $71 billion in revenues in 2024 and is projected for strong growth, with a forecasted growth rate of 5% year-on-year, to reach $78 billion by 2026. This report ...