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The next five years in Saudi Arabia tourism will determine the global order of the travel industry for the next 50 years. Based on a new survey of over 400 travel executives, this new research explores five paths to sustainable success in travel and tourism investments across the Kingdom.

Explore top insights from Skift Data + AI Summit 2026 on AI strategy, agents, search, personalization and what it takes to scale AI in travel.

What happens when an AI assistant knows a traveler better than the brands competing for their business? At Skift Data + AI Summit 2026, industry leaders explored how AI is redefining personalization, trust, and the path to purchase.

AI is rapidly shifting hotel discovery from traditional search queries to conversational, intent-driven experiences. This white paper explores how hospitality brands are adapting their technology, content, and booking strategies to drive conversion — ensuring they remain visible and competitive in an AI-mediated travel landscape.

Premium is evolving beyond a product category to become an entire ecosystem. Instead of chasing each other’s offers and upgrades, travel brands should leverage the premium economy through the lens of customers they already interact with.

Accor's AI strategy spans discovery, distribution, loyalty, and operations, but its boldest bet is the one focused on people. The company believes automating the invisible half of hotel work is what will let the visible half feel more human.

Connectivity has become a foundational layer of the travel experience. As the smartphone becomes the control point for travel, reliable connection is becoming less about convenience and more about trust.

AI is rapidly becoming the new front door for hotel discovery, but most properties remain invisible in AI-generated recommendations. As travelers increasingly use AI early in trip planning, hotels must rethink commercial strategies, break down internal silos, and optimize for AI visibility or risk losing future demand.

The Skift Data and AI Summit returns to New York City on June 3, 2026, bringing together travel industry leaders, technology innovators, and data experts to explore how artificial intelligence is reshaping the business of travel.

AI is accelerating a fundamental rebuild of travel technology, pushing companies to rethink the data, infrastructure, and operating models required to compete in a world shaped by real-time intelligence, interoperability, and autonomous experiences.

The asset-light model has been good for operators and their shareholders. The pressure it creates for the owners who carry the assets is only now being openly discussed — and the operators best placed to respond are the ones who have stood on both sides of that equation.

A new report from Skift Research and Skift Advisory assesses how Caribbean destinations are navigating an exciting yet uncertain future, offering a framework for travel leaders to gain a competitive advantage in this dynamic and growing region.