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Ask Skift is built on more than a decade of Skift Research reports as well as Skift’s original reporting and industry-leading events – as well as public financial information.

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The Evolving Role of Experiences in Travel

This new report, created in collaboration between Skift and McKinsey, examines the world of travel experience—ranging from stadium rock concerts to guided nature hikes to in-home culinary gatherings and everything in between. The report offers an assessment of the experience industry as it stands today, presents ideas that could help address current dissatisfactions, and looks at opportunities for various players to capitalize on growing interest.

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Latest Reports

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A Deep Dive Into Luxury Hotels

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 their offerings and embracing lucrative emerging experiential trends.
Robin Gilbert-Jones | 2 months ago

Company Profiles: MakeMyTrip

In 2024, MakeMyTrip saw double-digit revenue growth, rapid profit margin expansion, and share price growth outperforming all other major OTAs. This 40-chart factbook delves into MakeMyTrip's financials to better understand its growth trajectory in a burgeoning Indian travel market.
Pranavi Agarwal | 2 months ago

Hospitality Research

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January 2025 Highlights

The Skift Travel Health Index at 102, indicates moderate growth for the travel industry in January 2025, with the Asia-Pacific region in the lead. We anticipate this trend to continue throughout the year.
Saniya Zanpure | 2 weeks ago

Global Accommodation Sector Market Estimates 2025

The global accommodation market, valued at $1.2 trillion in 2024, is projected to reach $1.3 trillion by 2026. Driven by increasing travel demand, the Asia-Pacific region is forecasted to overtake Europe in accommodation revenues by 2026. Despite ongoing geopolitical and regulatory challenges, we anticipate continued moderate growth for the accommodation sector.
Saniya Zanpure | 3 weeks ago

Online Travel Research

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Hotel Distribution Outlook 2024

By 2030, direct digital bookings will dominate hotel distribution, generating over $400 billion of hotel gross bookings — overtaking the online travel agencies which are expected to bring in a smaller $333 billion of hotel bookings.
Pranavi Agarwal | 4 months ago

How Authentic Experiences Shape the New Tourism Economy

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 opportunity for tour operators and travel agents, but experiences also drive extension of trips, presenting opportunities for the accommodation and other travel sub-sectors as well.
Robin Gilbert-Jones | 5 months ago

Consumer Habits Research

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A Deep Dive Into Luxury Hotels

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 their offerings and embracing lucrative emerging experiential trends.
Robin Gilbert-Jones | 2 months ago

How Authentic Experiences Shape the New Tourism Economy

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 opportunity for tour operators and travel agents, but experiences also drive extension of trips, presenting opportunities for the accommodation and other travel sub-sectors as well.
Robin Gilbert-Jones | 5 months ago

Skift Travel 200 Index

The Skift Travel 200 combines the financial performance of nearly 200 travel companies worth more than a trillion dollars into a single number. The ST200 makes it easy to track travel industry performance for the first time ever.

Learn more about the ST200 by reading our full methodology.

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Skift Travel Health Index

October 2024 Highlights

The global travel industry continued its growth momentum in October 2024, reaching 110, 10% growth above 2023. The Asia-Pacific region leads the charge, driving global growth. 

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Skift Research in Action

Skift Research analysts contribute to a wide range of in-person and online events. Watch clips from the recent Skift Global Forum, held in New York City in September 2024.

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Skift Head of Research, Seth Borko
Skift Senior Research Analyst, Pranavi Agarwal