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 ...

How To Use This Brief Decision briefs lay out the key evidence, strategic context, and paths forward behind a specific ...

Intelligence for travel industry leaders.

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 ...

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 ...

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, ...

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 ...

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 ...

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, ...

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 ...

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 ...

Generative AI is poised to transform the travel industry. True, there’s plenty of hype out there with little substance to back it up. But even after Skift Research separates the chaff from the wheat, ...