News

Travel brands are letting go of the curated campaigns and heavily produced videos in favor of giving more creative control to creators.

Sponsored listings could be significantly disrupted — or they will evolve to account for AI agents.

Travelers have more tools, inspiration, and information than ever, yet the path to booking has become more fragmented. The opportunity for travel brands is not to eliminate that complexity, but to reduce friction, earn trust, and stay relevant as travelers continually reconsider their choices.

Travel measures success by what happens after money gets allocated: arrivals, bookings, room nights, load factors, traveler spending. We’ve built a framework around every decision that leads to those outcomes, counting the roughly 5,000 people with authority over the money, assets, and capacity that shape where the industry goes next.

A year ago, we asked what Skift would look like if we started it today. This is the answer: Skift Intelligence, and a company rebuilt around the decisions travel’s leaders have to make.

The Event Marketing Measurement Association is betting planners will pay to learn measurement before a course fully exists yet. The certification's real test will begin when all the chapters are finished later this year.

Airports in the New York area and Philadelphia are facing flight disruptions after the FAA issued a ground stop due to an equipment outage.

It's shaping up to be Airbnb's biggest new business. Hotel operators who've joined are liking the new customer pool so far. But how long can it stay exclusive?

The international guests haven't come back yet, but Ras Al Khaimah is already building luxury supply for them.