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

Executive Summary The Skift Travel Health Index stood at 100 in August 2026, indicating flat year-on-year growth. After months of weakness, the Middle East and Africa rebounded to become the strongest ...

For the travel industry, online search is in the middle of significant transformations. From the mobile-first milieu to the evolving concepts of search and commerce, attribution and product-level ...

The hotel technology sector is shifting from cost center to growth engine, with AI, data integration, and guest-facing tools driving efficiency and revenue, but success hinges on modernized systems, ...

If 2023 was the year of revenge travel, and 2024 of normalization, what will 2025 bring? Likely a slow and steady baseline of growth amid divergence, challenges, and change. Welcome to Skift ...

The tours and experiences space is rapidly evolving in an altered post-COVID-19 market, driven by desires for authenticity, immersion, and “experiencing like a local”. Not only is this a major ...

Our biggest report of the year with 350+ insights. Understand the consumer, business, and investment trends defining the state of travel in 2024. Our goal was to create a chart for any major travel ...

Using a proprietary Skift Research survey of hoteliers, we analyze the state of hospitality distribution today and look beyond to what an ideal distribution strategy could look like. Unsurprisingly, ...

Luxury travel is evolving to encompass multiple experiential aspects of travel. In order to best capitalize on high demand and supply gaps, luxury hotels can differentiate themselves by broadening ...

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 ...

There is an apocryphal ancient curse: “May you live in interesting times”. We in the travel industry are certainly living through an interesting time for tourism in 2025. After a smooth take-off at ...